During the British colonial rule of India, the government was concerned
about the growing number of venomous cobra snakes. In order to curb this
threat, the government offered a bounty for every dead cobra.
Naturally, the venomous snakes were killed in exchange for the reward.
Over time, however, people started breeding cobras for the purpose of
killing them to collect the reward. When the government caught on, the
entire cobra program was scrapped. This, in turn, led the cobra breeders
to set loose their now-worthless snakes. The only results of the whole
exercise were a massive increase in the wild cobra population and an
invaluable lesson in unintended consequences. A similar scenario is
playing out in digital marketing with the emergence of viewability