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Take a look at which sites are hit hardest by online ad fraud. See what industry insiders see as programmatic's biggest challenges. Viewable ads are certainly one of those challenges, and you can check out just what the numbers are on that front, as well as see what publishers think about moving to more time-based metrics. Also, Google made major headlines this week by introducing a new program that will allow web users to pay a few bucks a month to never see ads on certain sites.

• The 10 Premium Publishers Hit Hardest by Fraudulent Ad Sellers (Ad Week) – It's obvious that some of the internet's biggest sites are the ones hit hardest by ad fraud, as they deal in the largest scale of traffic. What's interesting is how hard they're hit. Also, this article has a pretty sweet infographic of one way that fraudsters beat the system.

• Programmatic's biggest challenges: Talent, education, fraud (Digiday) – For as promising as programmatic is for the digital ad industry, it is no secret that there are challenges to its adoption. But check out this roundup of how industry insiders, from all sides of the equation, are addressing these problems.

• Nearly Two-Thirds Of Non-Direct Inventory Deemed Non-Viewable (MediaPost) – When an ad loads, there's no guarantee it will be seen. Sometimes it loads and the user doesn't scroll down the screen to see it. Sometimes that “user” isn't even real. Recent data from Q3 of this year, however, shows just how many of the ads are not viewable. This is using the current viewability standard of 50% by 1 second. The article also breaks down how that number changes when you adjust the standard to some of the other ones that have been considered by the industry.

• How Time-Based Measurement is Grabbing Digital Publishers' Attention (Digital Content Next) – A recent report released based on research done by Digital Content Next shows that publishers are increasingly interested in moving to time-based measurement when it comes to the ads sold on their websites. The full report is available for download.

• Google Program Lets Readers Pay a Buck a Month to Block Ads (Ad Week) – You read that right, Google is going to let web users pay a dollar (or three) per month to never see ads on certain websites. It's a way to “subscribe” to Google's (rather growing) corner of the internet. It makes sense to be a little skeptical about wide-spread adoptions, however. The current offering only allows users to block Google AdSense ads on just a handful of sites. If a user visits one of those sites many times, it may be worth it. But that user will still see ads on every other part of the web. The price point is certainly set up to encourage wide adoption, but the question remains: Will not seeing ads on a small handful of websites be enough of a benefit for users to even bother, giving Google enough momentum expand on this experiment?