Only if you see the current "pay-per-click" model as inevitable. In fact, for a long time advertisers were very happy to just pay for a certain space on a newspaper page, without even knowing how many people would actually look at this page. Many advertisers still pay for space where they have no precise figure on how many people will ever see their ad (billboards, TV, radio).
Granted, I think such a world on the web would be difficult for all the tiny blogs that earn (usually very little) money through ad networks, where the advertiser has no idea on which page their ads will show up. But for larger sites, the "fraud" issue doesn't arise as much (because they have a reputation to lose) and you might also just pay for being visible there. The Deck is pretty succesful in their niche with this model and I am sure for brands like the New York Times it would also work well.
Granted, I think such a world on the web would be difficult for all the tiny blogs that earn (usually very little) money through ad networks, where the advertiser has no idea on which page their ads will show up. But for larger sites, the "fraud" issue doesn't arise as much (because they have a reputation to lose) and you might also just pay for being visible there. The Deck is pretty succesful in their niche with this model and I am sure for brands like the New York Times it would also work well.