Eric Frankel

Have yourself a good one.

Yes, I'm ready to take it from the top.

Brands pay us tens of thousands of dollars a month in the low tens of thousands of dollars a month to take their advertising from what we call one size fits all that doesn't really fit anyone to hundreds of thousands or millions of unique versions that talk to Nathan on Tuesday about his baseball cap and black T-shirt.

Well, we don't really.

There's a whole creative process.

What it's really about is that you and I don't really want to see a commercial today, I'm going to assume, Nathan, that's talking to us about dresses and pocketbooks and women's jewelry.

Well, not me, Eric.

Yeah.

Me neither.

Look at the beard.

I can't get away with it, Nathan.

But the same department store sells black T-shirts and blue jeans and cool sneakers that you and I like and baseball caps and whatever.

So we literally work with the creative process and literally make –

Thousands and thousands of variables that all get connected and make a cohesive message based on data.

So it knows you're Nathan.

It knows what city you're in.

It knows what day it is when you're watching.

And based on seven different kinds of data, we'll talk to you about, in this particular case, products that that store sells.

So briefly, we just did one last week for Nissan.

They have a mailing list of hundreds of thousands of customers.