With PPV you would've paid for impressions and, if these didn't result in any return, you'd know that it's not because of fraud/accidental clicks.

@ailon - That still doesn't solve my problem because IT IS all fraud/misclicks. So unless the CPM is insanely low it still won't register any good calls. The only thing I can see mobile ads working for, as they currently are, is for downloading other apps. Mobile->real world doesn't seem to be working in my experience and some other people I've talked with.

In PPV no one can defraud you with fake clicks. You are not paying for clicks. And generating thousands of impressions for fraud purposes is less trivial task than just a few clicks here and there.

I 100% get what you're saying and see there is less risk - however, I'm just not buying mobile will work for online->offline phone calls after our massive failures (yes - we tried more than once). Are there any case studies out there of mobile campaigns bringing in real calls?