Kevin Tan

it makes sense for them to buy it on a use case by use case basis.

So, you know, PM or the like.

So that part of our business is not really eroding.

We're moving to a DAS model or a DAS or a SAS model with a lot of the consumers of data through some of the media businesses because they're more equipped to deal with data on a bigger level.

So they have the confidence to be able to buy and make a monthly commitment.

So I was one of the early guys in a California-based ad tech company called Atify.

And I basically built out and ran the international company after we sold the company off to Cox in 2008.

And basically did our earn out.

My international team, we saw a lot of things happening with

the growth of audience targeting kind of in the digital advertising world.

And we saw an opportunity to build out an audience-based business.

So we left and we set up IOTA.

And so simultaneously we launched across four markets from day one.

So, you know, we built out the tech and kind of the legal headquarters was out of Singapore.

We had offices in Sydney and Berlin and London from day one.

So you put in your own money.

Yes, we put in our own money, eventually found some private angels.

And after a few years, we took some seed money out of Europe, which was our strongest market at that point.

Interesting.

And what's your team size to date?