look real. six degrees removed from authentic. >> it seems like there's so much money slashing around and so little accountability for it. they're unilaterally telling every publisher in america what the numbers and what's working and no one can peer under the hood. >> people have said about advertising forever, 50% of your money is wasted, and you're never going to know which 50%. >> it's possible it's 100% of your money is wasted. any time you have a system where it's sort of a purery numerical system, people will game it and they're going to get good at gaming it and making the numbers go up in a way that makes them more money. >> one thing i will say, having gone through 2016 and the sort of wars on twitter, and now having -- how much that was ballot activity, i have an uncanny sensation when i go