claims to eliminate click fraud

I recently read an article in Revenue Magazine about a new service that was launched in June, It offers advertisers the option to lease domain names on a global platform, which gives them exclusive advertising and branding rights for the duration of the ad lease. The major claim is that this helps eliminate click fraud.

I don't see how this helps to combat click fraud at all and I searched the website and couldn't find any detailed information on how leasing a domain combats this issue. I am trying really hard but I can't see the benefits of leasing a domain name.