Tobyn Sowden

And so we had developed our own tools in-house to...

to track and provide analytics internally in order to really grow that quickly.

And so over time we realized that that is a business on its own.

Let's open that up and acquire software publishers to use our own analytics.

And as we did that, we kind of had the desire to build some of our own products and in some cases actually use those products as

and how we could grow products using them.

And so our main software, our desktop software, Atlantic Solution Desk Metrics is integrated into Shift and it's one of the ways we've been able to rapidly integrate on the product and grow it so quickly.

At least one event in a monthly, in a month.

Yeah, it could be anything, but mostly it's a heartbeat event.

So basically we know that the user is online and active at least once during the 30-day period.

Well, I guess the relationship is just not all downloads become active users.

The reason why we call out downloads versus active users is because some of our technology actually provides attribution.

And so attribution can be a complicated thing.

It's talked about a lot on the mobile side, but not a lot on the desktop side.

So we've developed some unique features in our SDKs that allow us to attribute across

from the browser into the desktop environment and connect those together.

It's the reason why we call it downloads and users is because we can actually attribute those directly together.

Well, they can definitely start with us.

We can provide some consulting services as far as where to acquire users from.

However, I think one of the