Great post Jason. I was chatting with a colleague about this and he used to work for a small-ish NYC-based mailing list that focused on high-income young professionals.

He mentioned that the metrics advertisers were sold on (subscribers, CTRs, bounce rate, etc) were largely embellished and misrepresented. It seems like these numbers would be easy to fudge and that advertisers would rarely ask for further documentation (even analytic screenshots can be misrepresented). Are people finding this a concern among advertisers?