Michael Beebe

behavioral data but non ad supported behavioral data which we trade or purchase for so we can see what people are doing outside of the ad supported internet and we also incorporate mobile data location based data app data that variety of different data is sort of the raw ingredients to consumer behavioral profile that is unique in the integration of all those data and those data sets

as well as the processes that we use to clean that data of all the fraud and misleading behaviors or non-human behavior.

So it's really the intermediate data, that consumer user behavioral profile, which makes us different and we think better.

So, well, I didn't say we're selling a SaaS product.

What we're selling really is a data product.

And that data product is still activated

via a CPM or revenue share, just like the traditional media business.

However, decoupling the data from our own activation platform has allowed us to be more ubiquitous.

If you want to activate against our industry-leading performant audiences on the trade desk or at Nexus or the platform of your choice, you can now acquire our data, either our syndicated segments or custom segments built just for your brand via any platform that you like.

But

So the way that we price, for instance, selling on the trade desk is we price off a CPM or a revenue share.

So we take 20% of the media dollar spent against our audiences is an example of one way that we would price our data.

So not on our DSP, on a third-party DSP.

Exactly.

Well, I'm not sure what your reference point is for that being expensive as hell.

20% of the media dollar is a pretty standard rate.

So in the case of a brand who's advertising, who's buying digital media via the trade desk and they buy a dollar worth of media against our audiences, we take 20 cents of that dollar.

Exactly, and that's a pretty standard rate for third-party data providers across different activation platforms.

We haven't encountered that difficulty yet, quite honestly, you know, our data, uh, product, which didn't exist in 2017 until, until Q4, uh, has been growing nicely across some of those, uh, third-party platforms, uh, and is generating, you know, a lot of good feedback from clients who are saying, Hey man, this distillery data actually performs better than the other third-party segments in the marketplace.

In terms of data revenue, so the 20% that we take, it's been approximately $5 million.