Scott, how about this: opt-in paid unmasking.

Occasionally an ad buyer can "spot check" the ads they are paying for. They pay a fee (say $100K) to check an ad.

There is a third party non-profit run by some consumer advocacy group (consumer reports or some high reputation consumer facing org.)

At random the ad will not show, and instead a flashing banner will show that says $1000 consumer report ad unmasking.

If the user click, then CR explains they will collect their personal info (takes 3 min) and they will use it answer the following questions about you:

do you make between 50-100K annual income?

are you white?

are you divorced?

do you live in California?

And those answers will be sent to: SalesForce.com

That is it, and you keep the $500 paid to your bank account. If you let us keep your confidential info on file we will pay an additional $500 to you.

CR will send a text with a confirmation code to the person's cell phone (which they cross reference to the person's name)

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This is done to get the word out. So folks learn to trust and hope to win the CR-lottery.

Once folks know about it, and it gets media coverage it will be easier to get folks to sign up for $100.

AND once info is on file, then future popups can be just a one click "YES"

From then on you get an add that says:

FOR $10 into your bank, can we tell XXX, YYY?

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Once rates get down to $100 for new customers

The cost to check an ad could drop to $10K.

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Even just very occasional spot checking in a FORWARD direction at random, could let an advertiser understand the true value of each channel.