Anindya Datta

So we have, you know, so we look at exchange, we look at data coming from the ad ecosystem in mobile.

So for instance, you know, there are large exchanges that allow us to look at bid requests or ad requests that go through their platforms in return for data we provide them.

So that's a huge source of our data.

Yes.

So we give them back valuable information and they in turn let us look at their bit stream to be able to create audiences.

Number two, you know, as our audience customers increase, right, so we have DSPs, we have ad networks that are using our data, what we have them do in order to be able to profile their users, we require them to put a little pixel, a little mobile wallet pixel in every ad created the serve, right?

So when you are consuming New York Times content on your iPad and an ad gets served to you, if that ad has a mobile wallet pixel in it, we get some data back.

So those are the two major ways.

It's a accelerometer now, Nathan, but it definitely includes location data.

Got it.

But even from location, we can judge speed, right?

So if I see you, so when you're reading New York Times in your Uber- Two data points over time?

That's right.

That's right.

Or 10 data points over time.

We went and begged, you know, well, when we had nothing to offer, we went and begged exchanges to say that, look, this is what we can provide you.

Why don't you let us listen to you?

And while we are not at the point where we can give you back good data, we will buy this information from you.

Absolutely.

So if you look at mobile revenues for his first year and a half, we were like buying media, right?