Alan Ositek

So way back when, when digital was primarily email marketing and affiliate marketing, and then search took off in 2003 or 2004.

So always been in the digital space.

Yeah, sure.

So most of our business is in the programmatic space.

So we've historically been a DSP.

Exactly, display-side platform like a MediaMath, AppNexus, or Google DBM.

So both in Southern Europe, U.S., and Latin America, for buying display programmatically, real-time, always-on, biddable, we're working with clients across different pricing models.

But essentially, you're trying to reach brands, consumers using the programmatic channel.

Oh, great question.

Okay, so up until about a year ago, for the last seven or eight years, it was more of like an ad network buy on a CPM price basis.

So we would agree on a CPM price, and then the margin between the $3 CPM and what we buy the inventory for, let's say we bought it for $2, that margin between $2 and $3, the dollar for CPM, we would keep as our profit margin or our gross margin.

But what we've done is because of, you know, kind of the movement away from what I'd call, you know, I'd call that non-disclosed, you know, media buying.

And there's been a lot of, you know, negative publicity about non-disclosures, especially at the holding company level in the marketplace.

So now we actually have like three or four different price options.

Well, the complaints are, you know, the real disclosure of all the different cost structures that lead into a potential media buy, right?

So, you know, across what I call across the loom escape, when you go from the brand all the way to the other end of the spectrum, the publisher, there's DSPs, SSPs, there's like six intermediaries involved.

And they're all taking a cut where a couple of different consulting firms have, you know, have done studies on this to show that somewhere between, you know, 50 to 70 percent of the working media dollars are going towards commissions for all these people in the loom escape, as opposed to going towards working media to reach consumers.

It's actually quite honestly why Facebook and Google have done so well, because their models almost from day one were, you know, most of the dollars, you know, upwards of 80 or 90 percent of the dollars are going towards reaching the consumers and working media, where I think in the programmatic space, historically, it's been a small fraction of that.

So what we did is we actually changed our model where we have a pricing model.

We still have our CPM pricing model.