Peter Daboll

We don't want to see whether they remember seeing an ad last night or that gets all mixed up with how much media weight is behind it.

We really want their initial reaction to that creative.

And so we work with a lot of different sample vendors to actually get people to participate.

And we have over 500 people per ad.

geodemographically balanced to the U S census.

And then they turn those nine simple questions into a, into our database.

Interesting.

Yeah.

So it's, it's, well, it's not pure play, but it's pretty close.

I mean, we, we, um,

We sell us a subscription.

So we basically charge clients a subscription and they not only see their ads, but they see every ad in their category, which is really important for competitive benchmarking and really understanding what your competitors are doing.

And then we have more of an on-demand service for people that have creative that they want us to test that hasn't aired yet.

So the test ads that everybody gives us.

Roughly.

And then they get access to all of the ads, as I said, all the ads in their category.

And it also depends a little bit on how many ads are in the category.

If you're talking mobile phones, you're seeing dozens of ads that are new every week.

If you're talking about other categories, they may have only two or three creatives a year.

No.