Rob Emrich

Sure.

So we actually just bought a company that was spun out of Qualcomm called Gimbal.

And I don't know when this podcast comes out, but by the time it does, I'm assuming that we will have finished that branding merger.

And so we'll be going by the trade name Gimbal.

G-I-M-B-A-L.

Yeah, so we are going to be taking on the name of the company we acquired for a variety of reasons.

Probably most fun because they have the dot-com and we go with the dot-co.

Sure, so, you know...

I'm of the belief that really what drives success in online marketing is data, specifically about people and about their intention, right?

So online, it's been pretty well executed with cookies.

So wherever you visit online, if you're shopping online,

There is a way to attribute spend to target specific people, target specific people that do something online based on their online behavior, and then attribute your spend to that person whenever their actions are.

And my previous companies that you mentioned, most of them were in the e-commerce space.

The fact is that more than 90% of all commerce still takes place offline.

And there's not really a good way to do attribution for offline.

Cookies don't work.

Yeah, well, I mean, you're like when you go into Walmart, you're not using a browser, right?

So the mobile phone ends up becoming sort of this bridge between the offline world and the online world.

But we're missing an incredible amount of data for both targeting as well as for attribution.

And at the end of the day, you know, I think online marketers are geniuses and those same