Garbage in moves faster
Automation shortens the time between signal and action. That is an advantage when data is robust. Without quality control it also shortens the time between a false signal and a false decision.
Provenance becomes a control point
For central marketing data, it should be possible to trace where a signal originated, which transformations it passed through and which party has an economic interest in how it is interpreted.
Human judgement remains relevant
Not every anomaly is fraud and not every deviation is a problem. Context, causality and economic relevance still require expert interpretation.
Signal Intelligence as infrastructure
Over time, signal quality becomes a governance layer between data sources and automated decisions. Media Forensics is one concrete use case for that layer.
This article describes principles and questions. Specific fraud, bot or quality rates cannot be transferred directly to individual campaigns without understanding methodology, scope and data basis.