Peter Daboll

So Nielsen and Millward Brown and some of these other copy testing outfits are really pre-automation guys.

And so

Our fundamental difference was on the technology and the normative data and all of the competitive assets.

Nielsen measures more on a recall basis.

So if you watched a show last night, they'll ask you questions about the show and they'll try to ask you questions about what ads you saw.

And it's much more about, do I remember seeing it?

That's valuable for certain things.

But for us, that gets tangled up in where the ad's running, how much media weight's behind it, not necessarily the creative itself.

And so we wanted that pure form measure of the creative effect.

So we launched in 2010.

The cool thing now is we have campaigns going all the way back there.

So, you know, we were talking with E-Trade and, you know, E-Trade wants to know how the Baby campaign compared to some of their new work.

Well, the Baby campaign is now five years old, but we all remember it, right?

So...

Um, that's the kind of thing that, um, you know, is really fun when you can able to go back with that much history.

Now we have like largest ad database in the world now measured by what measures by number of ads that have actually been scored.

Interesting.

Well, it's kind of a, a,

weird passion of mine that everybody focused on the measurement of ads.

They ignored the creative.