Kurt Abrahamson

We've raised over 50 million today.

Um, a lot of that money was raised when we were, um, more focused on being a media business.

So we were selling, um,

the data and the media to agencies.

What do you mean the media?

So we would buy, um,

inventory on the exchanges and we would sell to Procter and Gamble a campaign that included our data as well as our running the media for them.

As the agency world has started to consolidate and a company, Procter and Gamble is a good example.

They've gone from 500 vendors to 50 vendors in the last two or three years.

That's one of the things that's been going on in the VC world, right?

Which is all these companies that were funded to offer different solutions.

A lot of those solutions were great, but the agencies decided they just couldn't keep buying and buying and buying.

So media business, when you run your inventory, generally 40% to 50% of that money goes to the publisher, so to speak, directly for that inventory.

And so it's a lower margin, more capital-intensive business.

So it was 2011.

The guy who founded the company, Tim Shiggle, did an awesome job in terms of getting the tools out to different publishers and testing different business models.

What year was that that he founded it?

2007.

Okay.

They spent three or four years working on getting the tools out, building a social media platform, trying to figure out if there was ways to