Jonah Goodhart

I had no money when I started the company.

I'm ready.

Thanks for having me, Nathan.

Yeah, so really simple.

So Moat is a measurement and analytics platform.

So when people buy advertising on the internet, we help those companies figure out what happened.

Did anybody see their ad?

Was it a human being?

Did anybody hopefully pay attention to it?

And ultimately, what impact did it lead to?

So if you think about it as advertising, it's sort of the...

thing that funds the open and free internet of love, and most of us have loved for 20-some years, advertising is this sort of critical piece that kind of holds it together.

When I got started back in the late 90s, there was something like a billion dollars spent annually on digital advertising.

Today, that number is in the magnitude of 200 billion.

So from a billion to 200 billion in 20 years, one of the fastest growing parts of the world of

marketing and advertising, of course, is digital.

But the question I think that a lot of people have is, okay, that's great, but does it work?

How do I measure whether or not an ad that I run on Facebook or Snap or Pinterest or with you on a podcast?

How do I know whether that's effective, whether I'm reaching the right people, whether they're paying attention and whether I'm driving a result, whether I'm driving an impact?

So we've spent the last