Advertisers’ quest for buying only ads that can be viewed by human users may end up costing them more to advertise in the long run, says an influential digital advertising decision-maker.

“If we work out the fraud and viewability issues, it’s going to have a constraining effect on inventory,” David J. Moore, President of WPP Digital and Chairman of Xaxis, tells Beet.TV in this video interview. “In a supply and demand world… prices will go up”

But Moore also takes issue with what constitutes “premium” publisher ad inventory: “Premium means a lot of things. One of the things it means is you pay more to create your content than anyone else. Does that mean you deserve a higher advertising rate? I don’t think so.

“Premium, to me, is the wrong term to be using. We should be talking about ‘quality’ content.”

He was interviewed at Beet.TV’s annual executive retreat by comScore executive chairman emeritus Gian Fulgoni.

The Beet Retreat ’15 was sponsored by AOL and VideologyPlease find additional videos from the event here.