Kurt Abrahamson

We call it sharing intelligence.

For 10 years, we've been collecting all of this data around consumers' interests and the content they share.

Um, and all around global from global sites.

And so it was really a strategic move to recognize the real value that we had was the data and the media was a value add, but it's really all about the data.

Yeah, absolutely.

And, you know, we work with all the, you know, the large data companies out there.

So we work with Newstar and Nielsen and Axiom besides LiveRamp and, you know, a bunch of companies overseas as well.

So starting to get in with the agencies.

So it's actually and it's very scalable model because.

you know, there's really not a lot of incremental costs to adding a new customer onto the data.

So for a while it was predictable and then I kept going up fairly regularly.

That was very diplomatically said.

You can always plan when things are going up easier than when they're going down.

But I think the nature of IO driven businesses is that they are very short term.

What's IO driven?

Insertion order.

So essentially, you get an insertion order from Starcom MediaVest for Sprint to run a campaign for 30 or 60 days.

They tend not to be year long contracts.

They tend to be very, you know, they can stop and start them whenever they want to.

And so the real benefit for us is that these are annual contracts, so we can plan against that revenue.