John Nardone

That's sort of often called retargeting, and I would call that sort of creative targeting 101 or version 1.0.

We take it to very complicated decision models where we can use things like what the weather is, where the consumer is at the

whether they've been to the website or not, whether they're a current customer.

There's about 14 or 15 different data dimensions that can define exactly what product or what offer we show you at a given moment.

So it's in digital advertising, but that can be in video.

It could be a standard desktop.

It could be mobile phones.

It could be rich media.

It could be OTT on television.

And we deliver across all of those.

I can talk about all of our clients.

So we're not in the business of the ad buying.

Some other entity is making the decision to buy the ad.

We're in the business of taking it.

Once the ad is bought and saying, okay, where's Nathan?

What do we know about him?

What message, what offer, what product do we put in front of him right now?

Recognizing that you're on a phone, you're out of your home.

So that tells us something right there that's very, very important in terms of how we

through and we help clients understand is that can I take a step back yes a little bit okay from from the Mad Men days we've developed as