[whoismua]

The scale is what I find amazing....That is the challenge I see Google facing, on the one hand AdSense is a thing, on the other its prone to fraud.

I don't really feel sorry for Google at all. They are making $10 to $12 BILLION a year in profit, even after paying amazing salaries, benefits and spending money on a lot of unrelated stuff. So they can hire, 100, 100 or 10,000 new employees to screen better and to reduce false positives. Google is used to profiting from the web while having no responsibility (at least the new Google,) but now no one is buying their shtick. Soon or later the algo changes that shift traffic from other sites to Google and from small sites to larger sites (likely advertisers) will be scrutinized as well.