By making the X button harder to trace, and making the AD cover the whole view (of video or website (see http://www.hindustantimes.com and youtube.com)
Both Social Media, Websites and Mobile Ads are encouraging deceptive Click Through Rates. (Porn sites of course are the innovators in this)
Part of this is a reaction for ad-blocking software.
the combat between the two would be interesting to watch
Facebook Cracks Down on ‘Fat-Finger’ Accidental Ad Clicks
Facebook wants to fix the pile-up of “fat fingers” and hair-trigger mobile ads that lead to unintended clicks.
The company has decided to stop charging advertisers in its Facebook Audience Network if a person clicks on a mobike ad but backtracks within two seconds. That’s a telltale sign of an accidental click, according to Brett Vogel, Facebook’s product marketing manager.