Rob Emrich

to do the same thing offline.

And so there's no way to know, for instance, if a large auto advertiser is spending money to try to get people into either a local dealership or a national campaign, how effective was it?

And so generally, the way that they measure those type of things is by mid-funnel engagement.

They'll say something to the effect of not just how many people saw it,

There's a big problem with view abilities still.

But how many people actually clicked?

And then they're getting smarter so that they're saying, how many people tried to locate a dealer?

How many people built a car in the mobile app or whatever the medium was?

And so that's as far as you can get right now as a large brand advertiser is an intermediate step.

With the technology that we bought and the data that comes with it, we really bought it for the data.

We're able to now say for every campaign that we've run, this is how many people that saw an ad that ended up on a car lot.

and they were on a car lot for an hour and 15 minutes we're able to calculate things like dwell time and did somebody take a a um you know a test drive did they visit two or three other dealerships in the course of the next two weeks and so offline behavior ends up being an incredibly strong signal of intent

and it also ends up being a very accurate way to measure uh attribution rob just to be clear that technically the way you're doing this is with beacons i imagine right that's what gimbal uses right so um these are this is an example of one of the beacons that we manufacture got it and guys if you're listening to this on itunes you want to go check it out on youtube but rob's holding up one of those beacons so you can see what it looks like yeah so um

Beacons are, they use Bluetooth low energy and Qualcomm, you know, I believe that they had invested around over $100 million in this technology of basically ultra low battery consumption for a mobile SDK and also the hardware and the firmware that runs off of these beacons.

But the only thing that beacons do that GPS doesn't is that they are incredibly precise, right?

So when we're working with GPS to understand the location of a device, it can be accurate 10 meters, 15 meters, something like that.

With a beacon, it can get down to a centimeter, right?

So it depends on the use case.

If you're in a retail environment and you want to understand, for instance, the grocery store, if you have somebody that you were able to successfully drive to spread

aisle like was that particular ad effective um or message effective um that's where beacons become very important makes sense and rob when when you look at the gimbal deal i mean uh i mean and obviously it was a qualcomm was this like a subsidiary they were looking to offload and if so like how'd you get the deal and what i mean what'd you pay for it how'd you value it right so qualcomm spun out gimbal and i believe four other companies in 2014 as a larger um