Latest / Omni Talk Retail / Half Your Ads Don't Work, So Here's How to Know Which Half Will | Spotlight Series

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Half Your Ads Don't Work, So Here's How to Know Which Half Will | Spotlight Series · Omni Talk Retail

• 0:08
  This
• 0:08
  Retail
• 0:09
  Technology
• 0:09
  Spotlight
• 0:10
  series
• 0:10
  podcast
• 0:10
  is
• 0:11
  brought
• 0:11
  to
• 0:11
  you
• 0:11
  by
• 0:11
  the
• 0:11
  Omnitalk
• 0:12
  retail
• 0:12
  Podcast
• 0:13
  network.
• 0:13
  Half
• 0:14
  of
• 0:14
  my
• 0:14
  ads
• 0:14
  don't
• 0:15
  work.
• 0:15
  I
• 0:15
  just
• 0:15
  don't
• 0:15
  know
• 0:15
  which
• 0:16
  half.
• 0:16
  Many
• 0:16
  of
• 0:17
  the
• 0:17
  platforms
• 0:18
  today
• 0:18
  push
• 0:19
  advertisers
• 0:20
  to
• 0:20
  just
• 0:20
  create
• 0:20
  a
• 0:20
  whole
• 0:21
  bunch
• 0:21
  of
• 0:21
  content.
• 0:21
  It
• 0:22
  only
• 0:22
  helps
• 0:22
  probably
• 0:23
  one
• 0:24
  stakeholder,
• 0:24
  the
• 0:24
  platform
• 0:25
  itself.
• 0:25
  We
• 0:26
  say,
• 0:26
  listen,
• 0:26
  put
• 0:26
  your
• 0:27
  200
• 0:27
  ads
• 0:28
  through
• 0:28
  the
• 0:28
  platform.
• 0:28
  These
• 0:29
  are
• 0:29
  the
• 0:29
  65
• 0:30
  that
• 0:30
  you
• 0:30
  should
• 0:31
  launch.
• 0:31
  And
• 0:31
  out
• 0:31
  of
• 0:31
  65,
• 0:32
  probably
• 0:33
  50
• 0:33
  will
• 0:33
  do
• 0:33
  very
• 0:33
  well.
• 0:34
  Hello,
• 0:35
  everyone.
• 0:35
  I
• 0:35
  am
• 0:35
  Chris
• 0:35
  Walton,
• 0:36
  your
• 0:36
  host
• 0:36
  for
• 0:36
  today's
• 0:37
  interview.
• 0:37
  An
• 0:37
  interview
• 0:38
  in
• 0:38
  which
• 0:38
  we
• 0:38
  will
• 0:38
  explore
• 0:39
  the
• 0:39
  question,
• 0:40
  how
• 0:40
  should
• 0:40
  retailers
• 0:41
  and
• 0:41
  brands
• 0:41
  plan
• 0:42
  for
• 0:42
  a
• 0:42
  world
• 0:42
  in
• 0:43
  which
• 0:43
  we
• 0:43
  will
• 0:43
  all
• 0:43
  be
• 0:44
  fighting
• 0:44
  for
• 0:44
  eyeballs
• 0:45
  amid
• 0:45
  a
• 0:45
  plethora
• 0:46
  of
• 0:46
  AI
• 0:46
  driven
• 0:47
  content?
• 0:47
  That
• 0:48
  question
• 0:48
  is
• 0:48
  particularly
• 0:49
  interesting
• 0:49
  to
• 0:49
  me
• 0:50
  because
• 0:50
  as
• 0:50
  you
• 0:50
  all
• 0:51
  likely
• 0:51
  know,
• 0:51
  I
• 0:51
  too,
• 0:52
  make
• 0:52
  my
• 0:52
  living
• 0:53
  producing
• 0:53
  authentic
• 0:54
  content.
• 0:54
  And
• 0:54
  this
• 0:55
  question
• 0:56
  really
• 0:56
  honestly
• 0:56
  keeps
• 0:57
  me
• 0:57
  up
• 0:57
  at
• 0:57
  night.
• 0:58
  So
• 0:58
  I
• 0:58
  brought
• 0:58
  in
• 0:58
  an
• 0:58
  expert
• 0:59
  who
• 0:59
  has
• 0:59
  some
• 1:00
  really
• 1:00
  interesting
• 1:00
  ideas
• 1:01
  on
• 1:01
  how
• 1:01
  to
• 1:01
  stand
• 1:02
  out
• 1:02
  in
• 1:02
  this
• 1:02
  coming
• 1:02
  future.
• 1:03
  Armin
• 1:04
  McCurchin,
• 1:05
  the
• 1:05
  CEO
• 1:05
  and
• 1:06
  co
• 1:06
  founder
• 1:06
  of
• 1:06
  Xtuitive.
• 1:07
  Thank
• 1:07
  you
• 1:07
  for
• 1:08
  joining
• 1:08
  me
• 1:08
  today,
• 1:08
  Armin.
• 1:09
  How
• 1:09
  you
• 1:09
  doing?
• 1:10
  Chris?
• 1:10
  Awesome
• 1:11
  being
• 1:11
  with
• 1:11
  you.
• 1:11
  Thanks
• 1:12
  for
• 1:12
  pronouncing
• 1:12
  my
• 1:12
  last
• 1:13
  name
• 1:13
  as
• 1:13
  I.
• 1:13
  As
• 1:14
  I
• 1:14
  told
• 1:14
  you
• 1:14
  earlier,
• 1:15
  sometimes
• 1:15
  I'm
• 1:16
  not
• 1:16
  able
• 1:16
  to
• 1:16
  do
• 1:16
  it
• 1:16
  either.
• 1:18
  It's
• 1:18
  awesome
• 1:19
  being
• 1:19
  with
• 1:19
  you.
• 1:19
  Look
• 1:19
  forward
• 1:19
  to
• 1:20
  our
• 1:20
  conversation.
• 1:21
  Yeah,
• 1:21
  it's
• 1:21
  great.
• 1:22
  It's
• 1:22
  great
• 1:22
  to
• 1:22
  have
• 1:22
  you
• 1:22
  too.
• 1:23
  Yeah,
• 1:23
  no,
• 1:23
  I
• 1:23
  was
• 1:23
  joking
• 1:24
  with
• 1:24
  you
• 1:24
  before.
• 1:24
  Like,
• 1:25
  you.
• 1:25
  You
• 1:25
  definitely
• 1:25
  win
• 1:25
  the
• 1:26
  Continent
• 1:26
  award
• 1:26
  with
• 1:27
  one
• 1:27
  vowel
• 1:27
  in
• 1:27
  that
• 1:28
  entire
• 1:28
  last
• 1:28
  name.
• 1:29
  That's
• 1:29
  a
• 1:29
  new
• 1:29
  one.
• 1:30
  It's
• 1:30
  always
• 1:30
  the
• 1:30
  toughest
• 1:30
  part
• 1:31
  of
• 1:31
  the
• 1:31
  job,
• 1:31
  too.
• 1:31
  So
• 1:31
  thank
• 1:32
  you
• 1:32
  for
• 1:32
  calling
• 1:32
  that
• 1:32
  out
• 1:32
  when
• 1:33
  I
• 1:33
  get
• 1:33
  it
• 1:33
  right.
• 1:33
  Because,
• 1:33
  you
• 1:34
  know,
• 1:34
  it
• 1:34
  is
• 1:34
  the
• 1:34
  toughest
• 1:34
  part
• 1:34
  of
• 1:35
  the
• 1:35
  job
• 1:35
  sometimes
• 1:35
  getting
• 1:35
  everyone's
• 1:36
  names
• 1:36
  correct.
• 1:36
  But.
• 1:37
  But.
• 1:37
  Yeah,
• 1:38
  so.
• 1:38
  So
• 1:38
  you've
• 1:38
  got
• 1:38
  an
• 1:39
  interesting
• 1:39
  background.
• 1:39
  We
• 1:39
  were
• 1:39
  joking
• 1:40
  around
• 1:40
  before
• 1:40
  we
• 1:40
  got
• 1:41
  started.
• 1:41
  You
• 1:41
  actually
• 1:41
  went
• 1:42
  to
• 1:42
  school
• 1:42
  in
• 1:42
  North
• 1:43
  Dakota,
• 1:43
  Armin.
• 1:43
  Tell
• 1:44
  us
• 1:44
  about
• 1:44
  that.
• 1:45
  I
• 1:45
  did.
• 1:45
  I
• 1:45
  went
• 1:46
  to
• 1:46
  University
• 1:46
  of
• 1:46
  North
• 1:46
  Dakota.
• 1:48
  Started
• 1:48
  for
• 1:48
  three
• 1:49
  years
• 1:49
  engineering,
• 1:50
  electrical
• 1:51
  engineering,
• 1:52
  mostly.
• 1:52
  I
• 1:53
  loved
• 1:53
  it.
• 1:54
  I.
• 1:55
  I
• 1:55
  ended
• 1:55
  up
• 1:55
  in
• 1:56
  North
• 1:56
  Dakota
• 1:57
  directly
• 1:57
  from
• 1:57
  Armenia,
• 1:58
  where
• 1:59
  I
• 1:59
  grew
• 1:59
  up
• 1:59
  was
• 1:59
  a
• 2:00
  bit
• 2:00
  of
• 2:00
  a
• 2:00
  culture
• 2:00
  shock,
• 2:01
  but
• 2:01
  I
• 2:01
  met
• 2:01
  some
• 2:01
  of
• 2:01
  the
• 2:02
  nicest
• 2:02
  people
• 2:02
  in
• 2:02
  my
• 2:02
  life,
• 2:03
  I
• 2:03
  bet.
• 2:04
  And.
• 2:04
  And
• 2:04
  did
• 2:04
  you
• 2:05
  take
• 2:05
  to
• 2:05
  flying
• 2:05
  like
• 2:06
  everyone
• 2:06
  else
• 2:06
  that
• 2:06
  goes
• 2:06
  to
• 2:07
  school
• 2:07
  in
• 2:07
  North
• 2:07
  Dakota?
• 2:08
  I.
• 2:09
  I
• 2:09
  didn't
• 2:10
  study
• 2:10
  flying,
• 2:10
  but
• 2:10
  I
• 2:11
  had
• 2:11
  so
• 2:11
  many
• 2:11
  friends
• 2:12
  who
• 2:12
  are
• 2:12
  flying
• 2:12
  that
• 2:13
  I
• 2:13
  actually
• 2:13
  went
• 2:13
  with
• 2:13
  them
• 2:14
  and
• 2:14
  started
• 2:14
  flying.
• 2:15
  They
• 2:15
  allowed
• 2:16
  me.
• 2:16
  And
• 2:16
  then
• 2:16
  eventually
• 2:17
  I
• 2:17
  actually
• 2:17
  started
• 2:18
  working
• 2:18
  towards
• 2:19
  my
• 2:19
  private
• 2:19
  pilot
• 2:19
  license
• 2:20
  as
• 2:20
  well.
• 2:20
  Wow,
• 2:21
  that's
• 2:21
  awesome.
• 2:21
  Yeah.
• 2:22
  For
• 2:22
  those
• 2:22
  that
• 2:22
  are
• 2:22
  listening
• 2:22
  to
• 2:22
  the
• 2:23
  Podcast
• 2:23
  like
• 2:23
  for
• 2:23
  those
• 2:23
  that
• 2:24
  are
• 2:24
  maybe
• 2:24
  not
• 2:24
  from
• 2:24
  the
• 2:24
  Midwest,
• 2:25
  North
• 2:25
  Dakota
• 2:25
  is
• 2:25
  a
• 2:25
  known
• 2:26
  pilot
• 2:26
  school.
• 2:26
  So
• 2:27
  I
• 2:27
  was
• 2:27
  joking
• 2:27
  with
• 2:27
  Arvin
• 2:28
  beforehand,
• 2:28
  I
• 2:28
  was
• 2:28
  like,
• 2:28
  oh,
• 2:28
  you're
• 2:29
  not
• 2:29
  an
• 2:29
  actual
• 2:29
  airline
• 2:30
  pilot.
• 2:30
  So
• 2:30
  that's
• 2:31
  the,
• 2:31
  that's
• 2:31
  the
• 2:31
  origin
• 2:32
  of
• 2:32
  that
• 2:32
  conversation.
• 2:33
  But,
• 2:33
  but.
• 2:34
  All
• 2:34
  right,
• 2:34
  Armand,
• 2:34
  so
• 2:34
  your
• 2:34
  company,
• 2:35
  you
• 2:36
  know,
• 2:36
  it's
• 2:36
  built
• 2:36
  on
• 2:36
  the
• 2:36
  idea,
• 2:37
  it's
• 2:38
  really
• 2:38
  built
• 2:38
  on
• 2:38
  the
• 2:38
  idea
• 2:39
  that
• 2:39
  there
• 2:39
  is
• 2:39
  a
• 2:40
  right
• 2:40
  and
• 2:41
  a
• 2:41
  wrong
• 2:41
  way
• 2:42
  to
• 2:42
  answer
• 2:43
  the
• 2:43
  question
• 2:43
  that
• 2:43
  I,
• 2:44
  that
• 2:44
  I
• 2:44
  posed
• 2:44
  at
• 2:44
  the
• 2:45
  outset
• 2:45
  of
• 2:45
  this
• 2:45
  podcast.
• 2:46
  And
• 2:46
  so
• 2:46
  set
• 2:47
  the
• 2:47
  landscape
• 2:47
  for
• 2:47
  us
• 2:47
  30,000
• 2:48
  foot
• 2:48
  view.
• 2:50
  What
• 2:50
  are
• 2:50
  the
• 2:50
  issues
• 2:51
  facing
• 2:51
  retailers
• 2:52
  and
• 2:52
  brands
• 2:52
  when
• 2:52
  it
• 2:53
  comes
• 2:53
  to
• 2:53
  promoting
• 2:54
  the
• 2:54
  right
• 2:55
  content?
• 2:56
  What
• 2:56
  are
• 2:56
  the
• 2:56
  issues
• 2:56
  that
• 2:56
  they're
• 2:57
  having
• 2:57
  to
• 2:57
  tackle
• 2:57
  right
• 2:58
  now?
• 2:58
  In
• 2:58
  a
• 2:59
  way,
• 2:59
  the
• 2:59
  issue
• 2:59
  is
• 3:00
  probably
• 3:00
  millennia
• 3:01
  old,
• 3:02
  at
• 3:02
  least
• 3:02
  centuries
• 3:03
  old.
• 3:03
  In
• 3:03
  fact,
• 3:04
  if
• 3:04
  we
• 3:04
  go
• 3:04
  back
• 3:05
  to
• 3:05
  about
• 3:05
  200
• 3:06
  years,
• 3:07
  a
• 3:07
  guy
• 3:07
  named
• 3:08
  John
• 3:08
  Wanamaker
• 3:09
  who
• 3:09
  literally
• 3:10
  pioneered
• 3:10
  the
• 3:11
  concept
• 3:11
  of
• 3:11
  the
• 3:11
  department
• 3:11
  store
• 3:12
  in
• 3:12
  the
• 3:12
  U.S.
• 3:13
  i
• 3:13
  think
• 3:14
  he
• 3:14
  had
• 3:14
  this
• 3:14
  saying
• 3:14
  where
• 3:14
  he
• 3:15
  said
• 3:16
  half
• 3:16
  of
• 3:16
  my
• 3:16
  ads
• 3:17
  don't
• 3:17
  work,
• 3:17
  I
• 3:17
  just
• 3:17
  don't
• 3:17
  know
• 3:18
  which
• 3:18
  half.
• 3:19
  And
• 3:19
  this
• 3:20
  was
• 3:20
  in
• 3:20
  like
• 3:20
  1800s
• 3:21
  basically.
• 3:22
  So
• 3:22
  in
• 3:23
  a
• 3:23
  way
• 3:23
  that
• 3:23
  problem
• 3:24
  has
• 3:25
  not
• 3:25
  disappeared.
• 3:25
  In
• 3:26
  fact,
• 3:26
  if
• 3:26
  anything,
• 3:27
  I
• 3:27
  think
• 3:27
  it
• 3:27
  has
• 3:28
  been
• 3:28
  exacerbated,
• 3:29
  especially
• 3:29
  in
• 3:30
  the
• 3:30
  digital
• 3:30
  world
• 3:31
  by
• 3:31
  the
• 3:32
  amount
• 3:32
  of
• 3:33
  content
• 3:33
  that
• 3:33
  people
• 3:33
  see
• 3:34
  every
• 3:34
  day
• 3:34
  and
• 3:35
  trying
• 3:35
  to
• 3:35
  actually
• 3:36
  get
• 3:36
  attention
• 3:37
  of
• 3:37
  your
• 3:38
  user,
• 3:38
  of
• 3:38
  your
• 3:39
  potentially
• 3:39
  subscriber,
• 3:40
  of
• 3:40
  your
• 3:40
  buyer.
• 3:41
  So
• 3:42
  what
• 3:42
  extuitive
• 3:42
  is
• 3:42
  arguing
• 3:43
  is
• 3:43
  that
• 3:43
  there
• 3:44
  is
• 3:44
  potentially
• 3:44
  a
• 3:45
  way
• 3:45
  of
• 3:45
  figuring
• 3:45
  out
• 3:46
  what's
• 3:46
  going
• 3:46
  to
• 3:46
  work
• 3:47
  before
• 3:47
  you
• 3:48
  push
• 3:48
  content,
• 3:48
  especially
• 3:49
  in
• 3:49
  our
• 3:49
  case
• 3:49
  digital
• 3:50
  ads
• 3:51
  out
• 3:51
  there
• 3:51
  in
• 3:51
  the
• 3:51
  wild
• 3:52
  and
• 3:52
  letting
• 3:53
  people
• 3:53
  see
• 3:53
  it.
• 3:54
  So
• 3:54
  that's
• 3:55
  almost
• 3:55
  like
• 3:55
  a
• 3:55
  40,
• 3:56
  50,000ft
• 3:57
  view.
• 3:57
  Now
• 3:57
  if
• 3:57
  I
• 3:58
  come
• 3:58
  a
• 3:58
  bit
• 3:58
  lower,
• 4:01
  what
• 4:01
  happens
• 4:02
  daily
• 4:02
  is
• 4:03
  all
• 4:03
  of
• 4:03
  us
• 4:03
  make
• 4:04
  if
• 4:04
  we're
• 4:04
  launching
• 4:04
  content
• 4:05
  and
• 4:05
  we
• 4:05
  do
• 4:05
  also
• 4:05
  launch
• 4:05
  content
• 4:06
  for
• 4:06
  extuitive
• 4:06
  as
• 4:07
  well.
• 4:07
  We
• 4:08
  every
• 4:08
  day
• 4:08
  make
• 4:08
  gut
• 4:09
  based
• 4:09
  decisions.
• 4:10
  You
• 4:10
  and
• 4:11
  I
• 4:11
  will
• 4:11
  look
• 4:11
  at
• 4:11
  a
• 4:11
  content
• 4:11
  and
• 4:12
  say,
• 4:12
  you
• 4:12
  know
• 4:13
  what,
• 4:13
  this
• 4:13
  feels
• 4:13
  right
• 4:14
  or
• 4:14
  this
• 4:14
  doesn't
• 4:15
  feel
• 4:15
  right
• 4:15
  or
• 4:16
  I
• 4:16
  kind
• 4:16
  of
• 4:17
  like
• 4:17
  this.
• 4:17
  Maybe
• 4:18
  orangish
• 4:19
  color
• 4:19
  is
• 4:20
  the
• 4:20
  background.
• 4:20
  Let
• 4:20
  me
• 4:21
  launch
• 4:21
  that
• 4:21
  a
• 4:21
  bit
• 4:21
  more.
• 4:22
  Some
• 4:22
  of
• 4:22
  it
• 4:23
  we
• 4:23
  kind
• 4:23
  of
• 4:23
  have
• 4:23
  a
• 4:23
  gut
• 4:23
  feeling
• 4:24
  from
• 4:24
  what
• 4:24
  has
• 4:24
  worked
• 4:24
  in
• 4:24
  the
• 4:25
  past.
• 4:25
  So
• 4:25
  we'll
• 4:25
  say
• 4:26
  let's
• 4:26
  go
• 4:26
  launch
• 4:26
  this
• 4:26
  and
• 4:27
  let's
• 4:27
  not
• 4:27
  go
• 4:27
  launch
• 4:27
  this
• 4:27
  for
• 4:28
  example.
• 4:30
  But
• 4:30
  that's
• 4:30
  kind
• 4:30
  of
• 4:30
  what
• 4:31
  we
• 4:31
  do.
• 4:31
  Like
• 4:31
  if
• 4:32
  you
• 4:32
  think
• 4:32
  about
• 4:32
  it
• 4:34
  or
• 4:34
  what
• 4:34
  we
• 4:34
  will
• 4:35
  do
• 4:35
  a
• 4:35
  lot
• 4:35
  of
• 4:35
  the
• 4:35
  time
• 4:36
  is
• 4:36
  we'll,
• 4:36
  we'll
• 4:37
  launch
• 4:37
  and
• 4:37
  we'll
• 4:37
  say
• 4:37
  listen,
• 4:38
  let,
• 4:38
  let
• 4:38
  the
• 4:38
  kind
• 4:39
  of
• 4:39
  large
• 4:39
  platforms
• 4:39
  optimize
• 4:40
  it.
• 4:40
  We
• 4:40
  are
• 4:40
  going
• 4:40
  to
• 4:40
  launch
• 4:41
  whole
• 4:41
  bunch
• 4:42
  of
• 4:42
  content,
• 4:43
  maybe
• 4:44
  50100
• 4:45
  ads
• 4:45
  for
• 4:45
  some,
• 4:46
  for
• 4:46
  some,
• 4:46
  for
• 4:46
  some
• 4:47
  brands
• 4:47
  we
• 4:47
  work
• 4:47
  with.
• 4:47
  In
• 4:47
  fact,
• 4:48
  some
• 4:48
  probably
• 4:48
  per
• 4:49
  week
• 4:49
  launch
• 4:50
  several
• 4:50
  hundred.
• 4:51
  And
• 4:51
  they'll
• 4:51
  say
• 4:52
  we're
• 4:52
  going
• 4:52
  to
• 4:52
  let
• 4:52
  our,
• 4:53
  our
• 4:54
  platform
• 4:54
  partner
• 4:54
  can
• 4:55
  be
• 4:55
  meta,
• 4:55
  for
• 4:55
  example,
• 4:56
  optimize
• 4:57
  which
• 4:57
  ones
• 4:58
  are
• 4:58
  going
• 4:58
  to
• 4:58
  work
• 4:58
  and
• 4:58
  they
• 4:58
  are
• 4:58
  basically
• 4:59
  going
• 4:59
  to
• 4:59
  kind
• 4:59
  of
• 5:00
  increase
• 5:01
  the
• 5:01
  spend
• 5:01
  on
• 5:01
  those
• 5:01
  and
• 5:02
  they
• 5:02
  are
• 5:02
  not
• 5:02
  going
• 5:02
  to
• 5:02
  increase
• 5:03
  the
• 5:03
  spend
• 5:03
  on
• 5:03
  the
• 5:03
  ones
• 5:03
  that
• 5:03
  don't
• 5:04
  work.
• 5:05
  The
• 5:05
  challenge
• 5:05
  with
• 5:06
  that
• 5:06
  is
• 5:06
  you
• 5:07
  are
• 5:07
  basically
• 5:07
  spending
• 5:08
  most
• 5:08
  importantly
• 5:09
  time
• 5:09
  in
• 5:09
  figuring
• 5:10
  out
• 5:10
  what's
• 5:10
  going
• 5:10
  to
• 5:10
  work
• 5:11
  before
• 5:11
  it
• 5:11
  works.
• 5:12
  Second,
• 5:13
  you
• 5:13
  are
• 5:13
  spending
• 5:13
  money
• 5:14
  in
• 5:14
  testing
• 5:14
  things
• 5:15
  that
• 5:15
  actually
• 5:15
  aren't
• 5:16
  going
• 5:16
  to
• 5:16
  work.
• 5:17
  But
• 5:17
  you
• 5:17
  are
• 5:17
  at
• 5:18
  least,
• 5:18
  you
• 5:18
  have
• 5:18
  to
• 5:18
  give
• 5:18
  them
• 5:18
  at
• 5:19
  least
• 5:19
  an
• 5:19
  equal
• 5:19
  shot
• 5:19
  in
• 5:19
  the
• 5:20
  beginning.
• 5:21
  So
• 5:22
  what
• 5:22
  extuitive
• 5:23
  is
• 5:23
  saying,
• 5:23
  can
• 5:24
  we
• 5:25
  make
• 5:25
  that
• 5:25
  process
• 5:26
  whole
• 5:26
  bunch
• 5:26
  easier?
• 5:27
  So
• 5:27
  when
• 5:27
  you
• 5:27
  are
• 5:27
  launching
• 5:28
  something,
• 5:29
  we
• 5:29
  are
• 5:29
  almost
• 5:29
  pre
• 5:30
  guaranteeing
• 5:31
  that
• 5:31
  that
• 5:31
  content
• 5:32
  is
• 5:32
  going
• 5:32
  to
• 5:32
  work
• 5:33
  and
• 5:33
  it's
• 5:33
  going
• 5:33
  to
• 5:33
  be
• 5:33
  in
• 5:33
  your
• 5:34
  top
• 5:34
  quartile,
• 5:34
  top
• 5:35
  15
• 5:35
  percentile
• 5:36
  of,
• 5:36
  of
• 5:37
  all
• 5:37
  the
• 5:37
  content
• 5:37
  that
• 5:38
  you've
• 5:38
  ever
• 5:38
  launched
• 5:38
  before
• 5:38
  you
• 5:39
  even
• 5:39
  launch
• 5:39
  anything.
• 5:40
  First
• 5:40
  of
• 5:40
  all,
• 5:40
  I
• 5:40
  love,
• 5:41
  I
• 5:41
  love
• 5:41
  the
• 5:41
  retail
• 5:41
  historian
• 5:42
  in
• 5:42
  you.
• 5:42
  I
• 5:42
  didn't
• 5:42
  know,
• 5:43
  I
• 5:43
  didn't
• 5:43
  know
• 5:43
  you
• 5:43
  had
• 5:43
  that
• 5:43
  in
• 5:44
  your
• 5:44
  background
• 5:44
  too.
• 5:44
  First
• 5:44
  North
• 5:45
  Dakota,
• 5:45
  now
• 5:45
  retail
• 5:46
  history.
• 5:46
  So
• 5:46
  that's
• 5:46
  great.
• 5:47
  It's
• 5:47
  great
• 5:48
  reference
• 5:48
  point.
• 5:48
  You
• 5:48
  know,
• 5:49
  I
• 5:49
  love
• 5:49
  that
• 5:49
  whenever
• 5:49
  we
• 5:49
  get
• 5:49
  that
• 5:50
  on
• 5:50
  the
• 5:50
  show.
• 5:50
  But,
• 5:50
  but
• 5:51
  yeah,
• 5:51
  I
• 5:51
  mean
• 5:51
  what
• 5:51
  you're
• 5:51
  saying,
• 5:52
  what
• 5:52
  you're
• 5:52
  saying
• 5:52
  makes
• 5:52
  sense.
• 5:53
  I
• 5:53
  mean
• 5:53
  I
• 5:53
  even,
• 5:53
  I
• 5:53
  think
• 5:53
  about
• 5:54
  it
• 5:54
  for
• 5:54
  myself,
• 5:54
  like
• 5:54
  I
• 5:54
  was
• 5:54
  looking
• 5:55
  at
• 5:55
  it
• 5:55
  yesterday.
• 5:55
  I
• 5:55
  think
• 5:55
  I
• 5:55
  produce
• 5:56
  450
• 5:57
  pieces
• 5:57
  of
• 5:57
  content
• 5:57
  in
• 5:58
  the
• 5:58
  last
• 5:58
  month
• 5:58
  for
• 5:58
  LinkedIn,
• 5:59
  you
• 6:00
  know,
• 6:00
  and
• 6:00
  it's
• 6:00
  really
• 6:01
  just
• 6:01
  my
• 6:01
  gut
• 6:01
  feel
• 6:02
  on
• 6:03
  what
• 6:03
  I
• 6:04
  think
• 6:04
  is
• 6:04
  going
• 6:04
  to
• 6:05
  work.
• 6:05
  You
• 6:05
  know,
• 6:05
  me
• 6:06
  and
• 6:06
  a
• 6:06
  couple
• 6:06
  other,
• 6:06
  you
• 6:06
  know,
• 6:07
  a
• 6:07
  few
• 6:07
  other
• 6:07
  people
• 6:07
  on
• 6:07
  my
• 6:08
  team
• 6:08
  trying
• 6:08
  to
• 6:08
  decide
• 6:09
  what
• 6:09
  that
• 6:10
  is.
• 6:10
  But
• 6:10
  the,
• 6:11
  the
• 6:11
  question
• 6:11
  I
• 6:11
  have
• 6:11
  too
• 6:12
  is
• 6:12
  like
• 6:13
  no,
• 6:13
  put
• 6:14
  it
• 6:14
  and
• 6:14
  put
• 6:14
  it
• 6:14
  in
• 6:14
  like
• 6:14
  the,
• 6:15
  you
• 6:15
  know,
• 6:15
  the
• 6:15
  20
• 6:16
  so
• 6:16
  now.
• 6:16
  But
• 6:16
  you
• 6:17
  know,
• 6:17
  you
• 6:17
  went
• 6:17
  back
• 6:18
  200
• 6:18
  years.
• 6:18
  We're
• 6:18
  in
• 6:18
  2026,
• 6:19
  you
• 6:20
  know,
• 6:20
  with,
• 6:20
  you
• 6:20
  know,
• 6:20
  just,
• 6:21
  just
• 6:21
  all
• 6:21
  this
• 6:22
  AI
• 6:22
  content
• 6:23
  too.
• 6:24
  Which
• 6:24
  does
• 6:25
  that
• 6:25
  also
• 6:25
  mean
• 6:25
  there's
• 6:26
  going
• 6:26
  to
• 6:26
  be
• 6:27
  just
• 6:27
  a
• 6:27
  premium
• 6:28
  placed
• 6:28
  on
• 6:28
  getting
• 6:29
  it
• 6:29
  right?
• 6:29
  Because
• 6:30
  it's
• 6:30
  just
• 6:30
  going
• 6:30
  to
• 6:30
  be.
• 6:32
  So
• 6:32
  it's
• 6:32
  going
• 6:32
  to
• 6:33
  become
• 6:33
  prohibitively
• 6:34
  expensive
• 6:34
  to
• 6:34
  do
• 6:35
  this,
• 6:35
  you
• 6:36
  know,
• 6:36
  in
• 6:36
  a
• 6:36
  way
• 6:36
  that,
• 6:37
  you
• 6:37
  know,
• 6:37
  is
• 6:37
  if
• 6:37
  you
• 6:38
  don't
• 6:38
  know,
• 6:38
  if
• 6:38
  you
• 6:38
  don't
• 6:38
  know
• 6:38
  what
• 6:38
  you're
• 6:39
  doing,
• 6:39
  it's
• 6:39
  going
• 6:39
  to
• 6:39
  be
• 6:39
  difficult
• 6:40
  for
• 6:40
  you
• 6:40
  to
• 6:40
  succeed.
• 6:41
  I
• 6:41
  mean
• 6:41
  we
• 6:41
  kind
• 6:42
  of
• 6:42
  are
• 6:42
  seeing
• 6:42
  it
• 6:42
  already.
• 6:43
  Chris,
• 6:43
  what's
• 6:44
  happening
• 6:44
  is
• 6:45
  many
• 6:45
  of
• 6:45
  the
• 6:45
  platforms
• 6:46
  today
• 6:47
  are
• 6:48
  not
• 6:48
  naming
• 6:48
  any,
• 6:48
  but
• 6:49
  they
• 6:49
  would
• 6:50
  push
• 6:50
  you,
• 6:50
  they
• 6:50
  would
• 6:51
  push
• 6:51
  advertisers
• 6:52
  to
• 6:52
  just
• 6:52
  create
• 6:52
  whole
• 6:53
  bunch
• 6:53
  of
• 6:53
  content.
• 6:53
  They
• 6:53
  would
• 6:54
  say
• 6:54
  create
• 6:55
  diversity,
• 6:55
  just
• 6:55
  launch
• 6:56
  more
• 6:56
  and
• 6:56
  more
• 6:56
  and
• 6:56
  more
• 6:57
  and
• 6:57
  more
• 6:57
  and
• 6:57
  more.
• 6:58
  And
• 6:59
  if
• 6:59
  you
• 6:59
  think
• 7:00
  about
• 7:00
  it,
• 7:00
  it
• 7:01
  only
• 7:01
  helps
• 7:01
  probably
• 7:02
  mostly
• 7:03
  one
• 7:04
  stakeholder,
• 7:05
  one
• 7:05
  player,
• 7:05
  which
• 7:05
  is
• 7:05
  the
• 7:06
  platform
• 7:06
  itself,
• 7:07
  because
• 7:07
  you
• 7:07
  have
• 7:07
  to
• 7:08
  pay
• 7:08
  for
• 7:08
  all
• 7:08
  of
• 7:08
  the
• 7:08
  content
• 7:09
  that
• 7:09
  you
• 7:09
  are
• 7:09
  launching
• 7:11
  for
• 7:11
  the
• 7:11
  user
• 7:11
  who
• 7:12
  is
• 7:12
  consuming
• 7:12
  it.
• 7:12
  They
• 7:13
  just
• 7:13
  basically
• 7:14
  get
• 7:14
  bombarded
• 7:15
  by
• 7:15
  all
• 7:15
  kinds
• 7:15
  of
• 7:15
  messages
• 7:16
  and
• 7:16
  all
• 7:16
  kinds
• 7:16
  of
• 7:16
  content.
• 7:17
  So
• 7:17
  they
• 7:17
  got
• 7:17
  to
• 7:17
  make
• 7:17
  a
• 7:18
  decision
• 7:18
  on
• 7:18
  what
• 7:19
  is
• 7:19
  more
• 7:19
  appealing.
• 7:19
  As
• 7:20
  we
• 7:20
  are
• 7:20
  scrolling
• 7:20
  through
• 7:20
  their
• 7:21
  feedback
• 7:21
  and
• 7:22
  for
• 7:22
  the
• 7:22
  advertiser,
• 7:23
  for
• 7:23
  the
• 7:23
  merchant,
• 7:23
  for
• 7:24
  the
• 7:24
  retailer,
• 7:24
  they
• 7:25
  are
• 7:25
  trying
• 7:25
  to
• 7:25
  figure
• 7:26
  out,
• 7:26
  it's
• 7:26
  like,
• 7:27
  how
• 7:28
  much
• 7:28
  should
• 7:28
  I
• 7:28
  even
• 7:28
  create
• 7:29
  to
• 7:29
  start
• 7:29
  with?
• 7:30
  How
• 7:30
  what
• 7:30
  is
• 7:31
  diversity
• 7:31
  mean?
• 7:32
  Literally,
• 7:32
  it's
• 7:32
  like,
• 7:33
  does
• 7:33
  it
• 7:33
  mean
• 7:34
  like
• 7:34
  I
• 7:34
  just
• 7:34
  go
• 7:35
  and
• 7:35
  create
• 7:36
  for
• 7:36
  the
• 7:36
  same
• 7:36
  product,
• 7:37
  50
• 7:37
  different
• 7:37
  ads?
• 7:38
  Do
• 7:38
  I
• 7:38
  go
• 7:39
  create
• 7:39
  five
• 7:39
  different
• 7:39
  ads?
• 7:40
  Do
• 7:40
  I
• 7:40
  change
• 7:41
  the
• 7:41
  Personas
• 7:42
  that
• 7:42
  I'm
• 7:42
  using
• 7:43
  in
• 7:43
  my
• 7:43
  ads?
• 7:44
  So
• 7:45
  that
• 7:45
  has,
• 7:45
  in
• 7:45
  fact,
• 7:45
  if
• 7:46
  you
• 7:46
  look
• 7:46
  at
• 7:46
  that,
• 7:46
  and
• 7:46
  we
• 7:46
  have
• 7:47
  done
• 7:47
  a
• 7:47
  whole
• 7:47
  bunch
• 7:47
  of
• 7:47
  experiments
• 7:48
  ourselves,
• 7:48
  and
• 7:49
  if
• 7:49
  you
• 7:49
  look
• 7:49
  at
• 7:49
  the
• 7:49
  CPA
• 7:50
  for,
• 7:50
  for
• 7:51
  many
• 7:51
  of
• 7:51
  the
• 7:52
  ads
• 7:52
  over
• 7:53
  time,
• 7:53
  they
• 7:53
  keep
• 7:54
  creeping
• 7:54
  up
• 7:55
  and
• 7:55
  that
• 7:55
  is
• 7:56
  not
• 7:56
  generally
• 7:56
  sustainable.
• 7:57
  So
• 7:57
  there
• 7:57
  is
• 7:57
  a,
• 7:58
  we
• 7:58
  got
• 7:58
  to
• 7:58
  figure
• 7:58
  out
• 7:58
  a
• 7:59
  way
• 7:59
  of
• 8:00
  understanding
• 8:01
  how
• 8:01
  do
• 8:01
  you
• 8:02
  at
• 8:02
  least
• 8:02
  bring
• 8:03
  some
• 8:03
  predictive
• 8:04
  power
• 8:04
  of
• 8:05
  knowing
• 8:05
  what
• 8:06
  type
• 8:06
  of
• 8:06
  diversity
• 8:07
  you
• 8:07
  should
• 8:07
  create
• 8:08
  and
• 8:08
  what
• 8:08
  type
• 8:09
  of
• 8:09
  ads
• 8:09
  you
• 8:09
  should
• 8:10
  even
• 8:10
  launch
• 8:11
  before
• 8:11
  you
• 8:11
  for
• 8:12
  per
• 8:12
  ad
• 8:12
  spend
• 8:13
  the
• 8:13
  type
• 8:13
  of
• 8:13
  CPA
• 8:14
  amounts
• 8:14
  that
• 8:14
  you
• 8:15
  are
• 8:15
  generally
• 8:15
  going
• 8:15
  to
• 8:15
  be
• 8:15
  spending.
• 8:17
  Right.
• 8:17
  Yeah,
• 8:17
  that's
• 8:17
  really
• 8:18
  interesting,
• 8:18
  especially
• 8:18
  when
• 8:18
  you
• 8:18
  bring
• 8:19
  in
• 8:19
  the
• 8:19
  advertising
• 8:19
  element
• 8:20
  into
• 8:20
  it
• 8:20
  too.
• 8:20
  Like
• 8:21
  that
• 8:21
  content
• 8:21
  I'm
• 8:21
  putting
• 8:21
  out
• 8:22
  is
• 8:22
  not
• 8:22
  typically,
• 8:22
  you
• 8:22
  know,
• 8:22
  I
• 8:23
  don't
• 8:23
  typically
• 8:23
  advertise
• 8:24
  it.
• 8:24
  And
• 8:24
  so,
• 8:25
  yeah,
• 8:26
  if
• 8:26
  you're
• 8:27
  advertising
• 8:27
  that
• 8:27
  content
• 8:28
  too.
• 8:28
  Yeah.
• 8:28
  Then
• 8:28
  there
• 8:28
  are
• 8:29
  potentially
• 8:29
  some,
• 8:29
  I
• 8:29
  never
• 8:30
  thought
• 8:30
  about
• 8:30
  that
• 8:30
  before.
• 8:30
  Some
• 8:30
  potentially
• 8:31
  misaligned
• 8:31
  incentives
• 8:32
  with
• 8:32
  the
• 8:33
  platforms
• 8:33
  on
• 8:33
  which
• 8:33
  you're
• 8:34
  advertising
• 8:34
  who
• 8:35
  want
• 8:35
  to
• 8:35
  get
• 8:35
  you
• 8:36
  to
• 8:36
  put
• 8:36
  out
• 8:36
  as
• 8:36
  much
• 8:36
  content
• 8:37
  for
• 8:37
  that
• 8:37
  reason,
• 8:37
  because
• 8:37
  they
• 8:37
  know
• 8:38
  you're
• 8:38
  going
• 8:38
  to
• 8:38
  advertise
• 8:38
  it
• 8:38
  or
• 8:39
  put.
• 8:39
  Well,
• 8:39
  I'll
• 8:39
  give
• 8:39
  you
• 8:39
  another,
• 8:40
  I'll
• 8:40
  give
• 8:40
  you
• 8:40
  another
• 8:40
  data
• 8:41
  point,
• 8:41
  Chris.
• 8:42
  We
• 8:43
  have,
• 8:43
  again,
• 8:43
  this
• 8:44
  is
• 8:44
  kind
• 8:44
  of
• 8:44
  our
• 8:44
  internal
• 8:45
  analysis,
• 8:46
  but
• 8:46
  we
• 8:46
  have
• 8:46
  looked
• 8:47
  at,
• 8:47
  for
• 8:47
  some
• 8:47
  of
• 8:47
  the
• 8:48
  larger
• 8:48
  platforms,
• 8:50
  at
• 8:51
  the
• 8:52
  type
• 8:52
  of
• 8:52
  ads
• 8:53
  that
• 8:53
  get
• 8:53
  promoted
• 8:53
  to
• 8:54
  basically
• 8:54
  be
• 8:55
  the
• 8:55
  top
• 8:56
  ad
• 8:58
  for
• 8:59
  money
• 8:59
  to
• 8:59
  be
• 8:59
  put
• 9:00
  behind.
• 9:02
  And
• 9:02
  what
• 9:02
  we
• 9:02
  have
• 9:03
  found
• 9:03
  very
• 9:03
  consistently
• 9:05
  is
• 9:05
  that
• 9:05
  the
• 9:05
  very
• 9:06
  top
• 9:06
  one
• 9:06
  or
• 9:06
  two
• 9:07
  ads
• 9:07
  aren't
• 9:07
  the
• 9:08
  ones
• 9:08
  that
• 9:08
  get
• 9:08
  promoted
• 9:09
  by
• 9:09
  the
• 9:09
  large
• 9:09
  platforms.
• 9:11
  It's
• 9:11
  generally
• 9:11
  the
• 9:11
  ones
• 9:12
  that
• 9:12
  are
• 9:14
  from,
• 9:14
  again,
• 9:14
  from
• 9:14
  our
• 9:15
  analysis,
• 9:15
  it's
• 9:15
  generally
• 9:16
  are
• 9:16
  the
• 9:16
  ones
• 9:16
  that
• 9:16
  are
• 9:16
  in
• 9:17
  Your
• 9:17
  maybe
• 9:17
  second
• 9:18
  quartile
• 9:19
  that
• 9:19
  get
• 9:20
  promoted.
• 9:21
  And
• 9:21
  that
• 9:21
  kind
• 9:22
  of
• 9:22
  makes
• 9:22
  sense
• 9:22
  if
• 9:22
  you
• 9:23
  look
• 9:23
  at
• 9:23
  the
• 9:23
  incentive
• 9:23
  of
• 9:24
  the
• 9:24
  platform.
• 9:24
  The
• 9:25
  incentive
• 9:25
  of
• 9:25
  a
• 9:25
  platform
• 9:26
  is
• 9:26
  to
• 9:26
  basically
• 9:28
  figure
• 9:29
  out
• 9:29
  what
• 9:29
  is
• 9:29
  going
• 9:30
  to
• 9:30
  work,
• 9:30
  potentially
• 9:31
  work
• 9:31
  well,
• 9:31
  not
• 9:32
  necessarily
• 9:32
  extra,
• 9:33
  extra
• 9:33
  well,
• 9:33
  but
• 9:34
  work
• 9:34
  well
• 9:34
  enough
• 9:35
  that
• 9:35
  if
• 9:35
  you
• 9:35
  launch
• 9:36
  an
• 9:36
  ad,
• 9:37
  they'll
• 9:38
  generate
• 9:38
  the
• 9:38
  returns,
• 9:39
  but
• 9:39
  they'll
• 9:39
  also
• 9:40
  generate
• 9:40
  the
• 9:41
  inflow
• 9:41
  of,
• 9:42
  of
• 9:42
  cash
• 9:42
  for
• 9:43
  themselves
• 9:43
  as
• 9:43
  well.
• 9:44
  That's
• 9:44
  kind
• 9:44
  of
• 9:44
  a
• 9:44
  mic
• 9:45
  drop
• 9:45
  right
• 9:45
  in
• 9:45
  the
• 9:45
  beginning
• 9:45
  here.
• 9:46
  Armin.
• 9:46
  So,
• 9:46
  okay,
• 9:47
  so
• 9:47
  basically,
• 9:47
  so
• 9:47
  if
• 9:47
  I
• 9:48
  recap,
• 9:48
  you
• 9:48
  know,
• 9:48
  everything
• 9:49
  we
• 9:49
  just
• 9:49
  talked
• 9:49
  about,
• 9:49
  we
• 9:49
  said
• 9:49
  like,
• 9:50
  you
• 9:50
  know,
• 9:50
  there's
• 9:50
  a,
• 9:51
  there's
• 9:51
  a,
• 9:51
  there's
• 9:51
  a
• 9:51
  cost
• 9:52
  of
• 9:52
  producing
• 9:52
  ads,
• 9:52
  like
• 9:53
  there
• 9:53
  just
• 9:53
  is.
• 9:53
  And
• 9:54
  so
• 9:54
  you
• 9:54
  want
• 9:54
  to
• 9:54
  be
• 9:54
  thoughtful
• 9:54
  about
• 9:55
  how
• 9:55
  many
• 9:55
  that
• 9:55
  you're
• 9:56
  or
• 9:56
  they're
• 9:56
  producing
• 9:56
  content,
• 9:57
  I
• 9:57
  should
• 9:57
  say,
• 9:57
  whether
• 9:57
  you
• 9:58
  advertise
• 9:58
  it
• 9:58
  or
• 9:58
  not.
• 9:58
  But
• 9:58
  there's
• 9:59
  a
• 9:59
  cost
• 9:59
  of
• 9:59
  producing
• 9:59
  content
• 10:00
  that
• 10:01
  you
• 10:01
  want
• 10:01
  to
• 10:01
  get
• 10:01
  right
• 10:01
  and
• 10:02
  you
• 10:02
  know,
• 10:02
  everyone
• 10:02
  wants
• 10:03
  to
• 10:03
  control
• 10:03
  their
• 10:03
  costs.
• 10:03
  And,
• 10:04
  and
• 10:04
  then
• 10:04
  there's
• 10:04
  also
• 10:04
  some
• 10:04
  information
• 10:05
  asymmetry
• 10:06
  that's
• 10:06
  going
• 10:06
  on
• 10:06
  through
• 10:07
  this
• 10:07
  process
• 10:07
  in
• 10:08
  terms
• 10:08
  of
• 10:08
  how
• 10:08
  that
• 10:08
  content
• 10:09
  goes
• 10:09
  out
• 10:09
  into
• 10:09
  the
• 10:10
  world.
• 10:10
  So,
• 10:11
  so
• 10:11
  you're,
• 10:12
  and
• 10:12
  your
• 10:12
  theory
• 10:12
  is
• 10:13
  that
• 10:13
  you
• 10:13
  can
• 10:13
  be
• 10:14
  more
• 10:14
  predictive
• 10:15
  about
• 10:15
  what
• 10:15
  content
• 10:16
  is
• 10:16
  going
• 10:17
  to
• 10:17
  work
• 10:17
  well.
• 10:17
  So,
• 10:18
  you
• 10:18
  know,
• 10:18
  so
• 10:19
  I
• 10:19
  get
• 10:19
  that
• 10:19
  theory
• 10:19
  is
• 10:19
  one
• 10:20
  thing,
• 10:20
  I've
• 10:20
  heard
• 10:20
  this
• 10:20
  theory
• 10:21
  before.
• 10:22
  But
• 10:22
  how
• 10:22
  do
• 10:22
  you,
• 10:23
  if
• 10:23
  I
• 10:23
  put
• 10:23
  your
• 10:23
  feet
• 10:24
  to
• 10:24
  the
• 10:24
  fire,
• 10:24
  how
• 10:24
  do
• 10:24
  you
• 10:25
  actually
• 10:25
  increase
• 10:26
  the
• 10:26
  probability
• 10:27
  of
• 10:27
  being
• 10:28
  right?
• 10:30
  It's
• 10:30
  a
• 10:30
  great
• 10:30
  question.
• 10:33
  We
• 10:33
  built
• 10:34
  what
• 10:34
  we
• 10:35
  call
• 10:35
  at
• 10:36
  extuitive
• 10:36
  an
• 10:36
  ad
• 10:37
  intelligence
• 10:37
  engine,
• 10:39
  which
• 10:39
  is
• 10:39
  our
• 10:39
  predictive
• 10:40
  engine
• 10:40
  in
• 10:40
  figuring
• 10:41
  out
• 10:41
  what's
• 10:41
  going
• 10:41
  to
• 10:41
  work,
• 10:42
  what's
• 10:42
  not
• 10:42
  going
• 10:42
  to
• 10:42
  work.
• 10:43
  But
• 10:43
  probably
• 10:43
  even
• 10:44
  as
• 10:44
  importantly,
• 10:45
  it
• 10:45
  also
• 10:46
  helps
• 10:46
  you
• 10:46
  figure
• 10:46
  out
• 10:47
  who
• 10:47
  is
• 10:47
  it
• 10:47
  going
• 10:48
  to
• 10:48
  work
• 10:48
  for
• 10:48
  and
• 10:48
  who
• 10:49
  is
• 10:49
  it
• 10:49
  not
• 10:49
  going
• 10:49
  to
• 10:49
  work
• 10:50
  for.
• 10:50
  It's
• 10:51
  both
• 10:51
  the
• 10:52
  probability
• 10:52
  of
• 10:52
  working,
• 10:53
  but
• 10:53
  also
• 10:54
  the
• 10:54
  audience
• 10:54
  who
• 10:55
  it
• 10:55
  may
• 10:55
  work
• 10:55
  for
• 10:55
  and
• 10:55
  may
• 10:56
  not
• 10:56
  work
• 10:56
  for
• 10:57
  the
• 10:57
  way
• 10:57
  we
• 10:57
  do
• 10:57
  it.
• 10:57
  Chris,
• 10:58
  to
• 10:58
  get
• 10:58
  to
• 10:58
  your
• 10:58
  question,
• 11:00
  we
• 11:00
  started
• 11:00
  about
• 11:01
  a
• 11:01
  couple
• 11:01
  years
• 11:01
  ago
• 11:02
  collecting
• 11:03
  Data
• 11:03
  from
• 11:04
  about
• 11:04
  150,000
• 11:05
  people,
• 11:06
  mostly
• 11:07
  in
• 11:07
  the
• 11:07
  U.S.
• 11:09
  demographic
• 11:10
  data,
• 11:11
  very
• 11:11
  detailed,
• 11:12
  where
• 11:12
  they
• 11:13
  leave,
• 11:13
  obviously
• 11:13
  no
• 11:13
  names,
• 11:14
  so
• 11:14
  everything
• 11:14
  is
• 11:14
  deanonymized
• 11:16
  but
• 11:17
  where
• 11:17
  they
• 11:17
  live,
• 11:18
  how
• 11:18
  old
• 11:18
  they
• 11:18
  are,
• 11:19
  how
• 11:19
  many
• 11:19
  kids
• 11:20
  they
• 11:20
  have
• 11:20
  potentially,
• 11:20
  what
• 11:21
  kind
• 11:21
  of
• 11:21
  car
• 11:21
  they
• 11:21
  drive.
• 11:23
  And
• 11:23
  we
• 11:23
  asked
• 11:23
  them
• 11:24
  for
• 11:24
  about
• 11:24
  30
• 11:24
  minutes
• 11:25
  all
• 11:25
  kinds
• 11:25
  of
• 11:25
  questions
• 11:26
  and
• 11:26
  showing
• 11:26
  different
• 11:26
  ads
• 11:27
  and
• 11:27
  seeing
• 11:27
  their
• 11:27
  preference
• 11:27
  on
• 11:28
  what
• 11:28
  they
• 11:28
  like,
• 11:28
  what
• 11:28
  they
• 11:28
  don't
• 11:29
  like.
• 11:29
  At
• 11:29
  the
• 11:29
  same
• 11:30
  time,
• 11:30
  we
• 11:30
  collected
• 11:30
  also
• 11:31
  receipts
• 11:31
  from
• 11:31
  these
• 11:31
  people
• 11:31
  in
• 11:32
  figuring
• 11:32
  out
• 11:33
  what
• 11:33
  they
• 11:34
  buy
• 11:34
  daily,
• 11:34
  what
• 11:35
  are
• 11:35
  they
• 11:35
  gravitating
• 11:35
  towards?
• 11:36
  They
• 11:36
  can
• 11:36
  tell
• 11:36
  you
• 11:37
  and
• 11:37
  me
• 11:37
  that
• 11:37
  they
• 11:37
  like
• 11:38
  a
• 11:39
  certain
• 11:39
  yogurt
• 11:39
  brand.
• 11:40
  But
• 11:40
  if
• 11:40
  they
• 11:40
  go
• 11:40
  and
• 11:41
  buy
• 11:41
  something
• 11:41
  else
• 11:41
  every
• 11:42
  day
• 11:42
  that
• 11:43
  you
• 11:43
  can
• 11:43
  see
• 11:43
  on
• 11:43
  their
• 11:43
  receipts,
• 11:44
  then
• 11:45
  it's
• 11:45
  a
• 11:45
  data
• 11:45
  point
• 11:46
  at
• 11:46
  the
• 11:46
  very
• 11:46
  least
• 11:46
  that
• 11:47
  I
• 11:47
  need
• 11:47
  to
• 11:47
  use
• 11:47
  when
• 11:47
  we're
• 11:48
  doing
• 11:48
  modeling.
• 11:49
  So
• 11:49
  what
• 11:49
  we
• 11:49
  did
• 11:50
  was
• 11:50
  we
• 11:50
  took
• 11:50
  the
• 11:50
  data
• 11:51
  from
• 11:51
  this
• 11:51
  150,000
• 11:52
  people,
• 11:53
  we
• 11:53
  created
• 11:54
  digital
• 11:55
  Personas
• 11:55
  modeled
• 11:56
  after
• 11:56
  these
• 11:56
  people.
• 11:56
  Again,
• 11:57
  we
• 11:57
  don't
• 11:57
  know
• 11:57
  generally
• 11:59
  who
• 12:00
  these
• 12:00
  people
• 12:00
  are
• 12:01
  in
• 12:01
  a
• 12:01
  very
• 12:02
  specific
• 12:02
  way.
• 12:02
  We
• 12:02
  don't
• 12:03
  have
• 12:03
  their
• 12:03
  names,
• 12:03
  but
• 12:04
  we
• 12:05
  can
• 12:05
  call
• 12:05
  them
• 12:06
  Chris
• 12:06
  and
• 12:06
  Armin
• 12:07
  and
• 12:07
  Joe
• 12:07
  and
• 12:08
  Bob
• 12:09
  Armin
• 12:09
  living
• 12:10
  in
• 12:10
  Boston
• 12:10
  now,
• 12:10
  Chris
• 12:11
  lives
• 12:11
  in
• 12:11
  Minnesota.
• 12:12
  And
• 12:12
  we've
• 12:13
  covered
• 12:13
  all
• 12:13
  of
• 12:13
  the
• 12:13
  states
• 12:15
  with
• 12:16
  the
• 12:16
  same
• 12:16
  way.
• 12:16
  The
• 12:16
  U.S.
• 12:17
  census
• 12:17
  basically
• 12:18
  would
• 12:18
  cover
• 12:18
  very
• 12:18
  representative
• 12:19
  census
• 12:20
  data.
• 12:20
  And
• 12:20
  we
• 12:21
  created
• 12:21
  these
• 12:21
  agents
• 12:21
  that
• 12:22
  Personas
• 12:22
  that
• 12:23
  represent
• 12:24
  US
• 12:24
  population.
• 12:25
  So
• 12:26
  we
• 12:26
  can
• 12:26
  ask
• 12:26
  them
• 12:26
  questions,
• 12:27
  we
• 12:27
  can
• 12:27
  show
• 12:27
  them
• 12:28
  ads
• 12:28
  and
• 12:28
  say
• 12:28
  how
• 12:29
  would
• 12:29
  you
• 12:29
  react
• 12:29
  to
• 12:29
  this?
• 12:30
  We
• 12:30
  can
• 12:30
  also
• 12:30
  give
• 12:31
  them
• 12:31
  different
• 12:32
  messages
• 12:32
  that
• 12:33
  would
• 12:33
  go
• 12:33
  with
• 12:33
  the
• 12:33
  ad
• 12:34
  and
• 12:34
  say,
• 12:34
  hey,
• 12:34
  if
• 12:35
  the
• 12:35
  ad
• 12:35
  had
• 12:36
  this
• 12:36
  text
• 12:36
  versus
• 12:37
  this
• 12:37
  other
• 12:37
  text,
• 12:38
  how
• 12:38
  would
• 12:38
  the
• 12:38
  Personas
• 12:39
  react?
• 12:40
  And
• 12:40
  we
• 12:40
  can
• 12:41
  cut
• 12:41
  them
• 12:41
  any
• 12:42
  way
• 12:42
  we
• 12:42
  want
• 12:42
  to.
• 12:42
  We
• 12:42
  can
• 12:42
  say
• 12:43
  let's
• 12:43
  test
• 12:44
  only
• 12:46
  moms
• 12:47
  in
• 12:47
  Minnesota,
• 12:47
  for
• 12:48
  example,
• 12:48
  for
• 12:48
  a
• 12:48
  very
• 12:48
  specific
• 12:49
  product
• 12:49
  that
• 12:49
  we
• 12:49
  are
• 12:50
  targeting.
• 12:50
  Or
• 12:51
  we
• 12:52
  can
• 12:52
  test
• 12:55
  bikers
• 12:56
  in
• 12:56
  Massachusetts
• 12:56
  for
• 12:57
  another
• 12:57
  product
• 12:57
  that
• 12:57
  we
• 12:57
  are
• 12:58
  targeting,
• 12:58
  for
• 12:58
  example.
• 13:00
  So
• 13:00
  that's
• 13:01
  one
• 13:01
  part
• 13:01
  of
• 13:01
  the
• 13:01
  model
• 13:01
  that
• 13:02
  we
• 13:02
  use.
• 13:02
  The
• 13:02
  other
• 13:03
  part
• 13:03
  of
• 13:03
  the
• 13:03
  model
• 13:04
  is
• 13:04
  very
• 13:05
  brand
• 13:05
  specific
• 13:06
  data
• 13:06
  that
• 13:06
  we
• 13:06
  get
• 13:07
  from
• 13:08
  large
• 13:08
  platforms.
• 13:09
  When
• 13:09
  people
• 13:09
  work
• 13:10
  with
• 13:10
  us
• 13:10
  and
• 13:10
  connect
• 13:10
  their
• 13:10
  account
• 13:11
  to
• 13:11
  extuitive,
• 13:12
  we
• 13:12
  get
• 13:13
  very
• 13:13
  specific
• 13:14
  brand
• 13:14
  level
• 13:14
  information
• 13:15
  that
• 13:15
  we
• 13:15
  analyze
• 13:16
  in
• 13:16
  terms
• 13:16
  of
• 13:17
  what
• 13:18
  people
• 13:18
  had
• 13:18
  clicked
• 13:18
  before,
• 13:19
  how
• 13:19
  they
• 13:19
  had
• 13:19
  clicked,
• 13:22
  what
• 13:22
  are
• 13:23
  all
• 13:23
  of
• 13:23
  the
• 13:23
  metrics
• 13:24
  from
• 13:24
  top
• 13:24
  of
• 13:24
  the
• 13:24
  funnel,
• 13:25
  from
• 13:25
  all
• 13:25
  the
• 13:25
  way
• 13:25
  from
• 13:25
  ctr,
• 13:26
  CVR
• 13:26
  all
• 13:26
  the
• 13:26
  way
• 13:27
  down
• 13:27
  to
• 13:27
  potential
• 13:27
  CPA
• 13:28
  and
• 13:28
  roas.
• 13:29
  We
• 13:29
  take
• 13:30
  the
• 13:30
  collection
• 13:30
  of
• 13:31
  the
• 13:31
  Persona
• 13:31
  based
• 13:32
  model,
• 13:32
  the
• 13:32
  brand
• 13:32
  specific
• 13:33
  model,
• 13:33
  and
• 13:34
  we
• 13:34
  create
• 13:34
  a
• 13:34
  bespoke
• 13:35
  fusion
• 13:35
  model
• 13:36
  for
• 13:36
  every
• 13:36
  single
• 13:37
  brand
• 13:37
  that
• 13:38
  we
• 13:38
  work
• 13:38
  with.
• 13:39
  So
• 13:39
  it's
• 13:39
  a
• 13:39
  fusion
• 13:39
  model
• 13:40
  that
• 13:40
  combines
• 13:41
  the
• 13:41
  two
• 13:41
  parts
• 13:42
  and
• 13:42
  every
• 13:43
  single
• 13:43
  time
• 13:43
  it's
• 13:43
  bespoke,
• 13:44
  it's
• 13:44
  custom
• 13:44
  created
• 13:44
  for
• 13:45
  every
• 13:45
  brand.
• 13:46
  And
• 13:46
  that's
• 13:46
  what
• 13:46
  we
• 13:47
  will
• 13:47
  roll
• 13:48
  out
• 13:48
  to
• 13:49
  brand
• 13:49
  that
• 13:50
  we
• 13:50
  are
• 13:50
  working
• 13:50
  with.
• 13:51
  So
• 13:51
  to
• 13:51
  increase
• 13:52
  the
• 13:52
  probability
• 13:52
  of
• 13:52
  getting,
• 13:53
  getting
• 13:53
  your
• 13:53
  content
• 13:54
  right
• 13:54
  more
• 13:54
  often.
• 13:55
  You're
• 13:55
  saying
• 13:55
  there's
• 13:55
  foundationally
• 13:56
  two
• 13:57
  building
• 13:57
  blocks.
• 13:57
  I
• 13:57
  heard
• 13:57
  of
• 13:57
  one
• 13:58
  is,
• 13:58
  one
• 13:58
  is
• 13:58
  you've
• 13:59
  got
• 13:59
  to
• 13:59
  have
• 13:59
  a
• 13:59
  database
• 14:00
  of
• 14:00
  real
• 14:00
  people
• 14:01
  that
• 14:01
  you
• 14:01
  can
• 14:01
  understand
• 14:02
  their
• 14:02
  inclinations,
• 14:03
  their
• 14:03
  proclivities
• 14:04
  in
• 14:04
  terms
• 14:05
  of
• 14:05
  how
• 14:05
  they
• 14:06
  view
• 14:06
  advertising,
• 14:07
  how
• 14:07
  they
• 14:07
  view
• 14:08
  products,
• 14:10
  how
• 14:10
  they
• 14:10
  actually
• 14:10
  go
• 14:10
  about
• 14:11
  making
• 14:11
  purchases.
• 14:12
  And
• 14:12
  then
• 14:12
  you
• 14:12
  also
• 14:12
  integrate
• 14:13
  then
• 14:13
  the
• 14:14
  other
• 14:14
  key
• 14:14
  piece,
• 14:14
  the
• 14:14
  second
• 14:14
  step
• 14:15
  that
• 14:15
  I
• 14:15
  heard
• 14:16
  is
• 14:16
  that
• 14:16
  you
• 14:16
  also
• 14:17
  integrate
• 14:17
  with
• 14:17
  the
• 14:18
  brand
• 14:18
  or
• 14:18
  the
• 14:18
  advertisers
• 14:19
  or
• 14:19
  the
• 14:19
  retailers,
• 14:20
  you
• 14:20
  know,
• 14:21
  social
• 14:21
  media
• 14:21
  data
• 14:22
  to
• 14:22
  understand
• 14:23
  how
• 14:23
  their
• 14:23
  past
• 14:24
  performance
• 14:24
  of
• 14:25
  what
• 14:25
  they've
• 14:25
  advertised
• 14:26
  has
• 14:26
  actually
• 14:26
  performed
• 14:27
  in
• 14:27
  the
• 14:27
  marketplace.
• 14:28
  And
• 14:28
  you're
• 14:28
  fusing
• 14:28
  those
• 14:29
  two
• 14:29
  things
• 14:29
  together
• 14:30
  as
• 14:30
  the
• 14:31
  foundational
• 14:31
  building
• 14:31
  blocks
• 14:32
  of
• 14:33
  kind
• 14:33
  of
• 14:33
  creating
• 14:33
  a
• 14:34
  predictive
• 14:34
  modeling
• 14:35
  exercise,
• 14:36
  so
• 14:36
  to
• 14:36
  speak,
• 14:36
  to
• 14:37
  help
• 14:37
  the
• 14:37
  brands
• 14:38
  be
• 14:38
  right
• 14:38
  more
• 14:38
  often.
• 14:38
  Did
• 14:39
  I
• 14:39
  summarize
• 14:39
  that
• 14:39
  correctly?
• 14:40
  Armin,
• 14:40
  you
• 14:41
  recap
• 14:41
  it
• 14:41
  much
• 14:41
  better
• 14:42
  than
• 14:42
  I
• 14:42
  could.
• 14:42
  Chris?
• 14:43
  Well,
• 14:44
  no,
• 14:44
  no.
• 14:44
  Well,
• 14:45
  thank
• 14:45
  you
• 14:45
  for
• 14:45
  that.
• 14:45
  No,
• 14:45
  thank
• 14:46
  you
• 14:46
  for
• 14:46
  that.
• 14:46
  But,
• 14:46
  but
• 14:47
  you
• 14:47
  know,
• 14:47
  the
• 14:47
  curious,
• 14:47
  the
• 14:48
  question
• 14:48
  I
• 14:48
  have
• 14:48
  is
• 14:49
  okay,
• 14:49
  because
• 14:50
  I've
• 14:50
  seen
• 14:50
  a
• 14:50
  lot
• 14:50
  of,
• 14:51
  especially
• 14:51
  in
• 14:51
  AI.
• 14:51
  That's
• 14:52
  why,
• 14:52
  that's
• 14:52
  why
• 14:52
  I
• 14:52
  made
• 14:53
  the
• 14:53
  point
• 14:53
  of
• 14:53
  saying
• 14:53
  2026
• 14:54
  at
• 14:54
  the
• 14:55
  outset.
• 14:55
  Like,
• 14:55
  you
• 14:55
  know,
• 14:56
  let's
• 14:56
  put
• 14:56
  this
• 14:56
  in
• 14:56
  a
• 14:56
  2026
• 14:57
  context.
• 14:58
  I've
• 14:59
  seen
• 14:59
  a
• 14:59
  lot
• 14:59
  of
• 14:59
  pitches
• 15:00
  on
• 15:00
  stages,
• 15:00
  at
• 15:00
  a
• 15:01
  lot
• 15:01
  of
• 15:01
  conferences
• 15:01
  where
• 15:02
  they're,
• 15:02
  they're
• 15:03
  trying
• 15:03
  to
• 15:03
  use,
• 15:04
  you
• 15:05
  know,
• 15:05
  kind
• 15:05
  of
• 15:05
  AI
• 15:06
  Personas
• 15:07
  to
• 15:08
  approximate
• 15:09
  step
• 15:09
  one
• 15:10
  of
• 15:10
  that
• 15:11
  or
• 15:11
  foundation
• 15:12
  pillar
• 15:12
  number
• 15:12
  one
• 15:13
  of
• 15:13
  what
• 15:13
  you
• 15:13
  described.
• 15:15
  What
• 15:15
  is,
• 15:15
  what
• 15:16
  is
• 15:16
  right
• 15:16
  or
• 15:16
  wrong
• 15:17
  about
• 15:17
  that
• 15:17
  approach
• 15:18
  relative
• 15:18
  to
• 15:18
  using
• 15:19
  real
• 15:19
  people.
• 15:21
  So
• 15:21
  in
• 15:22
  a
• 15:22
  way,
• 15:22
  if
• 15:22
  just
• 15:22
  not
• 15:22
  to
• 15:23
  get
• 15:23
  too
• 15:23
  technical,
• 15:23
  but
• 15:24
  it's
• 15:24
  what,
• 15:24
  what
• 15:25
  you
• 15:25
  and
• 15:25
  I
• 15:25
  can
• 15:25
  do
• 15:26
  today,
• 15:26
  or
• 15:26
  anyone,
• 15:27
  any,
• 15:27
  any
• 15:27
  of
• 15:27
  your
• 15:28
  listeners
• 15:28
  can
• 15:28
  go
• 15:29
  to
• 15:30
  any
• 15:31
  large
• 15:31
  language
• 15:31
  model
• 15:32
  provider.
• 15:32
  Let's,
• 15:32
  let's
• 15:33
  assume
• 15:33
  ChatGPT
• 15:35
  or
• 15:35
  OpenAI
• 15:36
  and
• 15:36
  prompt
• 15:37
  ChatGPT
• 15:37
  and
• 15:37
  say,
• 15:38
  hey,
• 15:38
  create
• 15:38
  me
• 15:38
  a
• 15:38
  Persona
• 15:40
  that
• 15:40
  represents
• 15:41
  Chris.
• 15:41
  And
• 15:41
  Chris
• 15:41
  is
• 15:42
  this
• 15:42
  person
• 15:42
  who
• 15:42
  lives
• 15:43
  in
• 15:44
  the
• 15:44
  zip
• 15:44
  code,
• 15:44
  does
• 15:45
  the
• 15:45
  following
• 15:45
  things,
• 15:46
  for
• 15:46
  example,
• 15:46
  and
• 15:47
  it'll
• 15:47
  create
• 15:47
  something
• 15:48
  for
• 15:48
  you
• 15:48
  and
• 15:48
  then
• 15:49
  you
• 15:49
  can
• 15:49
  say
• 15:49
  now
• 15:49
  ask
• 15:49
  this
• 15:49
  Persona
• 15:50
  whatever
• 15:50
  you
• 15:50
  are
• 15:50
  going
• 15:50
  to
• 15:51
  like,
• 15:51
  a
• 15:51
  specific
• 15:52
  cup
• 15:52
  that
• 15:52
  I'm
• 15:53
  trying
• 15:53
  to
• 15:53
  sell,
• 15:53
  for
• 15:53
  example,
• 15:54
  and
• 15:55
  it'll
• 15:55
  give
• 15:55
  you
• 15:56
  a
• 15:56
  ranking.
• 15:57
  And
• 15:57
  we
• 15:58
  have
• 15:58
  done
• 15:58
  that
• 15:58
  exercise
• 15:58
  as
• 15:59
  well.
• 15:59
  And
• 15:59
  what
• 16:00
  have
• 16:00
  we
• 16:00
  found
• 16:00
  out?
• 16:01
  What
• 16:01
  we
• 16:01
  have
• 16:01
  found
• 16:01
  out
• 16:02
  is
• 16:02
  that
• 16:03
  these
• 16:03
  models
• 16:04
  tend
• 16:04
  to
• 16:04
  predict
• 16:05
  basically
• 16:06
  mostly
• 16:06
  the
• 16:06
  mean,
• 16:07
  the
• 16:07
  average
• 16:07
  of
• 16:08
  what
• 16:08
  a
• 16:08
  Persona
• 16:09
  would
• 16:09
  do.
• 16:09
  So
• 16:10
  every
• 16:10
  single
• 16:10
  time
• 16:11
  it's
• 16:11
  a,
• 16:11
  yeah,
• 16:12
  it's
• 16:12
  like
• 16:12
  you
• 16:12
  have
• 16:12
  a
• 16:13
  middle
• 16:13
  aged
• 16:14
  person
• 16:14
  living
• 16:14
  here,
• 16:15
  that's
• 16:16
  probably,
• 16:16
  this
• 16:16
  is
• 16:16
  what
• 16:17
  they're
• 16:17
  gonna
• 16:17
  like
• 16:17
  generally,
• 16:18
  although
• 16:19
  you
• 16:19
  are
• 16:19
  on
• 16:19
  the
• 16:19
  younger
• 16:19
  side,
• 16:20
  Chris.
• 16:21
  And
• 16:21
  it'll
• 16:22
  basically
• 16:22
  give
• 16:23
  you
• 16:23
  an
• 16:23
  answer
• 16:23
  to
• 16:23
  the
• 16:24
  question
• 16:24
  and
• 16:24
  every
• 16:24
  time
• 16:25
  generally
• 16:25
  the
• 16:25
  same
• 16:25
  answer.
• 16:26
  So
• 16:26
  what
• 16:26
  you
• 16:26
  lose
• 16:27
  is
• 16:28
  the
• 16:28
  diversity
• 16:29
  of
• 16:29
  views
• 16:30
  that
• 16:30
  you
• 16:30
  want
• 16:30
  to
• 16:30
  capture.
• 16:31
  And
• 16:31
  that's
• 16:31
  what
• 16:32
  the
• 16:32
  real
• 16:32
  data
• 16:32
  allows
• 16:33
  us
• 16:33
  to
• 16:33
  do.
• 16:33
  That's
• 16:34
  one
• 16:34
  thing.
• 16:34
  The
• 16:35
  second,
• 16:35
  because
• 16:36
  of
• 16:36
  our
• 16:36
  real
• 16:37
  data
• 16:37
  is
• 16:37
  also
• 16:38
  very
• 16:38
  much
• 16:38
  infused
• 16:39
  with
• 16:40
  almost
• 16:41
  receipt
• 16:42
  level
• 16:42
  information,
• 16:43
  what
• 16:43
  we
• 16:44
  are
• 16:44
  able
• 16:44
  to
• 16:44
  do
• 16:44
  is
• 16:44
  not
• 16:45
  just
• 16:45
  Figure
• 16:45
  out
• 16:46
  what
• 16:47
  is
• 16:47
  the
• 16:47
  person's
• 16:48
  intent,
• 16:48
  meaning
• 16:49
  what
• 16:49
  are
• 16:49
  they
• 16:49
  going
• 16:49
  to
• 16:49
  say
• 16:50
  they
• 16:50
  are
• 16:50
  going
• 16:50
  to
• 16:50
  do
• 16:51
  but
• 16:51
  also
• 16:52
  what
• 16:52
  they
• 16:52
  really
• 16:53
  have
• 16:53
  done
• 16:53
  in
• 16:53
  the
• 16:53
  real
• 16:53
  world.
• 16:54
  Which
• 16:54
  is
• 16:54
  a
• 16:54
  much
• 16:54
  better
• 16:55
  signal
• 16:56
  to
• 16:57
  use
• 16:57
  to
• 16:58
  capture
• 16:59
  whether
• 16:59
  a
• 16:59
  person
• 17:00
  is
• 17:00
  going
• 17:00
  to
• 17:00
  buy
• 17:00
  something.
• 17:01
  Because
• 17:02
  ultimately
• 17:04
  most
• 17:04
  of
• 17:04
  the
• 17:04
  retailers,
• 17:05
  most
• 17:05
  of
• 17:05
  your
• 17:06
  listeners,
• 17:06
  when
• 17:07
  they
• 17:07
  are
• 17:07
  launching
• 17:07
  a
• 17:07
  product,
• 17:07
  when
• 17:08
  they
• 17:08
  are
• 17:08
  putting
• 17:08
  up
• 17:08
  an
• 17:08
  ad,
• 17:09
  they
• 17:10
  don't
• 17:10
  just
• 17:10
  want
• 17:10
  clicks,
• 17:11
  they
• 17:12
  want
• 17:12
  conversions,
• 17:13
  they
• 17:14
  want
• 17:14
  sales
• 17:14
  at
• 17:15
  the
• 17:15
  end
• 17:15
  of
• 17:15
  the
• 17:15
  day.
• 17:16
  And
• 17:16
  that's
• 17:17
  what
• 17:17
  we
• 17:17
  are
• 17:17
  trying
• 17:17
  to
• 17:17
  predict
• 17:18
  with
• 17:18
  the
• 17:18
  real
• 17:18
  data
• 17:18
  that
• 17:19
  we
• 17:19
  are
• 17:19
  collecting
• 17:20
  from
• 17:20
  folks
• 17:20
  as
• 17:20
  well.
• 17:21
  Right,
• 17:22
  right.
• 17:22
  Yeah,
• 17:23
  that's,
• 17:23
  that's
• 17:23
  funny.
• 17:24
  Flattery
• 17:24
  will
• 17:24
  get
• 17:24
  you
• 17:24
  everywhere
• 17:25
  too,
• 17:25
  Arvin.
• 17:25
  I'm
• 17:25
  also,
• 17:25
  I'm
• 17:26
  always
• 17:26
  amazed
• 17:26
  at
• 17:26
  how
• 17:26
  people,
• 17:26
  young
• 17:27
  people
• 17:27
  sometimes
• 17:27
  think
• 17:27
  I
• 17:28
  am
• 17:28
  but
• 17:28
  I'm
• 17:28
  like
• 17:28
  I'm
• 17:28
  pushing
• 17:29
  50.
• 17:29
  But,
• 17:30
  but
• 17:30
  you
• 17:30
  know
• 17:30
  that
• 17:31
  which
• 17:31
  is,
• 17:32
  which
• 17:32
  is.
• 17:32
  So
• 17:32
  thank
• 17:32
  you
• 17:33
  for
• 17:33
  that.
• 17:33
  But.
• 17:34
  But
• 17:34
  you
• 17:34
  know,
• 17:34
  that's
• 17:35
  interesting
• 17:35
  point
• 17:35
  too
• 17:36
  because
• 17:36
  like
• 17:36
  that's
• 17:36
  actually,
• 17:37
  you
• 17:37
  know,
• 17:37
  I
• 17:38
  think
• 17:38
  what
• 17:38
  a
• 17:38
  lot.
• 17:38
  I'm
• 17:38
  not
• 17:38
  the
• 17:38
  only
• 17:39
  one
• 17:39
  that
• 17:39
  thinks
• 17:39
  this
• 17:39
  too.
• 17:39
  But
• 17:40
  like
• 17:40
  to
• 17:40
  hear
• 17:40
  you
• 17:40
  say
• 17:40
  like
• 17:40
  the,
• 17:41
  the
• 17:41
  AI
• 17:41
  just
• 17:41
  kind
• 17:42
  of
• 17:42
  pushes
• 17:42
  everyone
• 17:42
  towards
• 17:43
  the
• 17:43
  mean.
• 17:43
  I
• 17:43
  feel
• 17:43
  like
• 17:44
  that's
• 17:44
  actually
• 17:44
  what's
• 17:44
  happening
• 17:45
  in
• 17:45
  the
• 17:45
  AI
• 17:46
  generated
• 17:46
  content
• 17:46
  sphere
• 17:47
  too.
• 17:47
  So.
• 17:48
  So
• 17:48
  it
• 17:48
  makes
• 17:48
  sense.
• 17:49
  And
• 17:49
  yet
• 17:49
  you're
• 17:49
  right
• 17:50
  to
• 17:50
  do
• 17:50
  this.
• 17:50
  Well,
• 17:51
  in
• 17:51
  theory
• 17:52
  you
• 17:52
  would
• 17:52
  need
• 17:53
  some
• 17:53
  correlation
• 17:53
  with
• 17:54
  actual
• 17:54
  purchase
• 17:55
  behavior
• 17:55
  and
• 17:55
  data
• 17:56
  which
• 17:56
  you're
• 17:56
  not
• 17:56
  going
• 17:56
  to
• 17:56
  get
• 17:57
  through
• 17:57
  strictly
• 17:58
  using
• 17:58
  AI
• 17:58
  models.
• 17:59
  You
• 17:59
  have
• 17:59
  to
• 17:59
  use
• 17:59
  traditional
• 18:00
  sampling
• 18:00
  and
• 18:00
  researching.
• 18:01
  And
• 18:01
  the
• 18:02
  other
• 18:02
  thing
• 18:02
  that
• 18:02
  happens
• 18:03
  is,
• 18:03
  and
• 18:03
  the
• 18:03
  reason
• 18:03
  we
• 18:04
  have
• 18:04
  also
• 18:04
  we
• 18:05
  have
• 18:05
  expanded
• 18:05
  to
• 18:05
  include
• 18:06
  brand
• 18:06
  level
• 18:06
  data
• 18:06
  is
• 18:08
  even
• 18:08
  if
• 18:09
  two
• 18:09
  brands
• 18:09
  are
• 18:10
  selling
• 18:10
  very
• 18:10
  similar,
• 18:11
  let's
• 18:11
  just
• 18:11
  make
• 18:12
  it
• 18:12
  up.
• 18:12
  Potato
• 18:13
  chips.
• 18:14
  There
• 18:14
  are
• 18:14
  enough
• 18:14
  differences
• 18:15
  between
• 18:16
  the
• 18:16
  brands
• 18:17
  generally
• 18:17
  that
• 18:17
  unless
• 18:18
  we
• 18:18
  capture
• 18:18
  very
• 18:19
  brand
• 18:19
  specific
• 18:20
  information,
• 18:23
  the
• 18:23
  much
• 18:23
  larger
• 18:24
  Persona
• 18:24
  based
• 18:25
  model
• 18:25
  that
• 18:26
  we
• 18:26
  have
• 18:26
  will
• 18:27
  give
• 18:27
  you
• 18:27
  good
• 18:28
  recommendations,
• 18:29
  but
• 18:29
  it's
• 18:29
  not
• 18:30
  going
• 18:30
  to
• 18:30
  be
• 18:30
  as
• 18:30
  great
• 18:30
  as
• 18:30
  we
• 18:31
  would
• 18:31
  want
• 18:31
  it
• 18:31
  to
• 18:32
  be.
• 18:32
  Hence
• 18:33
  our
• 18:34
  push
• 18:34
  to
• 18:34
  also
• 18:35
  incorporate
• 18:35
  as
• 18:36
  much
• 18:36
  brand
• 18:36
  specific
• 18:37
  data
• 18:37
  as
• 18:37
  we
• 18:37
  can
• 18:38
  to
• 18:38
  create
• 18:38
  this
• 18:39
  kind
• 18:39
  of
• 18:39
  fusion
• 18:40
  model
• 18:40
  that
• 18:40
  we
• 18:40
  call
• 18:41
  to
• 18:41
  be
• 18:41
  able
• 18:41
  to
• 18:41
  say
• 18:42
  for
• 18:42
  your
• 18:43
  specific
• 18:43
  brand,
• 18:44
  your
• 18:44
  demographic,
• 18:45
  even
• 18:45
  though
• 18:46
  it
• 18:46
  still
• 18:46
  might
• 18:46
  be
• 18:46
  middle
• 18:47
  aged
• 18:47
  men,
• 18:48
  but
• 18:48
  you
• 18:48
  are
• 18:48
  actually
• 18:49
  grab.
• 18:49
  These
• 18:49
  are
• 18:50
  the
• 18:50
  types
• 18:50
  of
• 18:50
  people
• 18:50
  that
• 18:50
  are
• 18:50
  gravitating
• 18:51
  towards
• 18:51
  your
• 18:52
  brand
• 18:52
  a
• 18:52
  lot
• 18:52
  more
• 18:53
  than
• 18:53
  this
• 18:53
  other
• 18:53
  type
• 18:53
  of
• 18:54
  people.
• 18:54
  Right.
• 18:55
  Then
• 18:55
  you
• 18:55
  probably
• 18:55
  even
• 18:55
  know,
• 18:56
  right?
• 18:56
  Yeah,
• 18:56
  yeah.
• 18:57
  I'm
• 18:57
  going
• 18:57
  back
• 18:57
  to
• 18:57
  business
• 18:57
  school.
• 18:58
  I'm
• 18:58
  thinking
• 18:58
  like
• 18:58
  there's
• 18:58
  like
• 18:58
  massive
• 18:59
  conjoint
• 18:59
  analysis
• 19:00
  going
• 19:00
  on
• 19:00
  in
• 19:00
  the
• 19:00
  background.
• 19:01
  But
• 19:01
  you
• 19:01
  know,
• 19:01
  but
• 19:02
  yeah,
• 19:02
  the
• 19:02
  actual,
• 19:03
  the
• 19:03
  inclusion
• 19:04
  of
• 19:04
  the
• 19:04
  real
• 19:04
  data
• 19:05
  in
• 19:05
  terms
• 19:05
  of
• 19:05
  how
• 19:05
  the
• 19:06
  past
• 19:06
  ads
• 19:06
  have
• 19:06
  Performed
• 19:07
  has
• 19:07
  got
• 19:07
  to
• 19:07
  be
• 19:08
  a
• 19:08
  key
• 19:08
  ingredient
• 19:09
  in
• 19:09
  this.
• 19:09
  Okay,
• 19:10
  so
• 19:10
  then,
• 19:11
  so
• 19:11
  if
• 19:11
  those
• 19:11
  are
• 19:11
  the
• 19:11
  foundational
• 19:12
  building
• 19:12
  blocks,
• 19:14
  what
• 19:15
  happens?
• 19:15
  Like
• 19:16
  what
• 19:16
  happens
• 19:16
  next?
• 19:16
  Like
• 19:17
  does.
• 19:17
  So
• 19:19
  are
• 19:19
  you
• 19:19
  bringing
• 19:19
  generative
• 19:20
  AI
• 19:20
  into
• 19:20
  the
• 19:21
  equation
• 19:21
  to
• 19:21
  predict
• 19:22
  and
• 19:22
  test,
• 19:22
  like
• 19:23
  how
• 19:23
  you
• 19:23
  think
• 19:24
  the
• 19:24
  ads
• 19:25
  that
• 19:25
  the
• 19:25
  retailers
• 19:26
  or
• 19:26
  the
• 19:26
  brands
• 19:26
  are
• 19:27
  thinking
• 19:27
  about
• 19:27
  putting
• 19:27
  into
• 19:28
  the
• 19:28
  space
• 19:28
  are
• 19:28
  going
• 19:28
  to
• 19:29
  perform?
• 19:29
  Like,
• 19:30
  how
• 19:30
  do
• 19:30
  you
• 19:30
  actually
• 19:30
  help
• 19:31
  them
• 19:31
  in
• 19:31
  that
• 19:31
  regard?
• 19:33
  So
• 19:34
  we
• 19:34
  help
• 19:34
  them
• 19:34
  in
• 19:34
  two
• 19:35
  main
• 19:35
  ways.
• 19:35
  So
• 19:36
  one
• 19:36
  is
• 19:37
  figuring
• 19:38
  out
• 19:39
  who
• 19:39
  to
• 19:39
  launch
• 19:40
  products
• 19:40
  for
• 19:41
  or
• 19:41
  who
• 19:41
  to
• 19:41
  target.
• 19:42
  So
• 19:43
  that's
• 19:43
  almost
• 19:43
  figuring
• 19:43
  out
• 19:44
  the
• 19:44
  right
• 19:44
  Persona
• 19:45
  to
• 19:45
  go
• 19:45
  after
• 19:48
  in
• 19:48
  a
• 19:48
  very,
• 19:48
  very
• 19:49
  specific
• 19:49
  way.
• 19:49
  Like
• 19:49
  I
• 19:50
  said,
• 19:50
  gave
• 19:50
  an
• 19:51
  example
• 19:51
  of
• 19:51
  saying
• 19:51
  moms
• 19:51
  in
• 19:52
  Minnesota.
• 19:53
  It
• 19:53
  can
• 19:53
  be
• 19:53
  also
• 19:54
  extremely
• 19:54
  specific.
• 19:55
  You
• 19:55
  can
• 19:55
  say
• 19:56
  moms
• 19:56
  in
• 19:56
  Minnesota
• 19:57
  who
• 19:59
  are
• 19:59
  driving
• 19:59
  the
• 20:00
  X
• 20:00
  types
• 20:00
  of
• 20:01
  cars,
• 20:01
  for
• 20:01
  example,
• 20:02
  because
• 20:02
  you
• 20:02
  may
• 20:02
  actually
• 20:02
  need
• 20:03
  to
• 20:03
  target
• 20:03
  them
• 20:03
  with
• 20:03
  very
• 20:04
  specific
• 20:04
  product
• 20:05
  for
• 20:05
  that
• 20:05
  car.
• 20:05
  Because
• 20:06
  they
• 20:06
  are
• 20:06
  buying
• 20:08
  car
• 20:09
  seat,
• 20:09
  for
• 20:09
  example,
• 20:10
  for
• 20:10
  their
• 20:10
  babies,
• 20:10
  like
• 20:11
  very
• 20:11
  soon,
• 20:11
  for
• 20:12
  example,
• 20:12
  as
• 20:12
  they
• 20:12
  are
• 20:12
  growing
• 20:13
  up,
• 20:13
  like
• 20:13
  a
• 20:13
  different
• 20:13
  car
• 20:14
  seat,
• 20:14
  for
• 20:14
  example.
• 20:15
  Oh,
• 20:15
  right,
• 20:15
  okay.
• 20:16
  Yeah.
• 20:16
  And
• 20:16
  so
• 20:16
  one
• 20:17
  is
• 20:17
  just
• 20:17
  kind
• 20:17
  of
• 20:18
  figuring
• 20:18
  out
• 20:18
  what
• 20:19
  is,
• 20:19
  what
• 20:19
  is
• 20:19
  the
• 20:19
  right
• 20:19
  Persona.
• 20:20
  Once
• 20:20
  we
• 20:20
  figure
• 20:21
  that
• 20:21
  out,
• 20:21
  then
• 20:22
  we
• 20:22
  can
• 20:22
  help
• 20:22
  them
• 20:23
  create
• 20:23
  the
• 20:23
  content
• 20:23
  as
• 20:24
  well
• 20:24
  with
• 20:25
  generative
• 20:25
  AI.
• 20:25
  Now,
• 20:26
  in
• 20:26
  this
• 20:26
  case,
• 20:26
  when
• 20:26
  content
• 20:27
  is
• 20:27
  created,
• 20:27
  the
• 20:27
  content
• 20:28
  is
• 20:28
  created
• 20:29
  exactly
• 20:30
  to
• 20:30
  match
• 20:31
  the
• 20:31
  Persona
• 20:31
  that
• 20:32
  you
• 20:32
  are
• 20:32
  targeting.
• 20:33
  To
• 20:33
  your
• 20:33
  earlier
• 20:33
  point
• 20:34
  that
• 20:34
  a
• 20:34
  lot
• 20:34
  of
• 20:34
  the
• 20:34
  AI
• 20:35
  generated
• 20:35
  content,
• 20:37
  there
• 20:38
  is
• 20:38
  no
• 20:38
  way
• 20:38
  to
• 20:38
  get
• 20:38
  around
• 20:39
  it.
• 20:39
  It's
• 20:39
  kind
• 20:39
  of
• 20:39
  AI
• 20:40
  slop.
• 20:40
  You
• 20:40
  just
• 20:40
  create
• 20:40
  a
• 20:41
  whole
• 20:41
  bunch
• 20:41
  of
• 20:41
  stuff
• 20:41
  and
• 20:42
  a
• 20:42
  lot
• 20:42
  of
• 20:42
  it
• 20:42
  is
• 20:42
  towards
• 20:42
  the
• 20:42
  mean.
• 20:43
  But
• 20:43
  if
• 20:44
  we
• 20:44
  know
• 20:44
  who
• 20:44
  we
• 20:44
  are
• 20:44
  targeting,
• 20:45
  we
• 20:45
  can
• 20:45
  very
• 20:46
  specifically
• 20:46
  create
• 20:48
  the
• 20:48
  content
• 20:48
  for
• 20:49
  that
• 20:49
  specific
• 20:50
  Persona.
• 20:50
  So
• 20:51
  that's
• 20:51
  one
• 20:51
  thing
• 20:52
  that
• 20:52
  we
• 20:52
  do.
• 20:52
  And
• 20:52
  then
• 20:52
  we
• 20:52
  basically
• 20:53
  help
• 20:53
  our
• 20:54
  partners
• 20:54
  that
• 20:54
  work
• 20:54
  with
• 20:54
  us
• 20:55
  to
• 20:55
  launch
• 20:55
  this
• 20:55
  content
• 20:57
  on
• 20:57
  their
• 20:57
  accounts.
• 20:58
  The
• 20:59
  second
• 20:59
  way
• 20:59
  that
• 20:59
  we
• 20:59
  help
• 21:00
  folks
• 21:00
  is
• 21:00
  to
• 21:02
  help
• 21:03
  them
• 21:03
  literally
• 21:04
  pre
• 21:04
  validate
• 21:05
  before
• 21:05
  they
• 21:05
  launch
• 21:06
  and
• 21:06
  pre
• 21:06
  validate.
• 21:07
  Exactly.
• 21:08
  So
• 21:08
  if
• 21:08
  someone
• 21:08
  is
• 21:09
  launching
• 21:09
  hundreds
• 21:10
  of
• 21:10
  ads
• 21:11
  per
• 21:11
  week,
• 21:12
  so
• 21:12
  making
• 21:13
  exclusive
• 21:13
  part
• 21:14
  of
• 21:14
  their
• 21:14
  stack,
• 21:14
  so
• 21:14
  before
• 21:15
  they
• 21:15
  go
• 21:15
  and
• 21:15
  put
• 21:15
  it
• 21:16
  up
• 21:16
  on
• 21:16
  a
• 21:16
  platform
• 21:16
  and
• 21:18
  spend
• 21:18
  a
• 21:18
  few
• 21:18
  days
• 21:18
  to
• 21:19
  figure
• 21:19
  out
• 21:19
  what's
• 21:19
  going
• 21:19
  to
• 21:20
  work,
• 21:20
  what's
• 21:20
  not
• 21:20
  going
• 21:20
  to
• 21:20
  work,
• 21:21
  we
• 21:21
  say,
• 21:21
  listen,
• 21:22
  put
• 21:22
  your,
• 21:22
  let's
• 21:23
  say
• 21:23
  200
• 21:23
  ads
• 21:23
  through
• 21:24
  the
• 21:24
  platform.
• 21:25
  These
• 21:25
  are
• 21:25
  the
• 21:26
  65
• 21:27
  that
• 21:27
  you
• 21:27
  should
• 21:27
  launch,
• 21:28
  for
• 21:28
  example.
• 21:29
  And
• 21:29
  they
• 21:29
  go
• 21:29
  ahead
• 21:29
  and
• 21:29
  launch
• 21:30
  the
• 21:30
  65,
• 21:30
  they
• 21:31
  don't
• 21:32
  launch
• 21:32
  the
• 21:32
  other
• 21:34
  135,
• 21:36
  for
• 21:36
  example.
• 21:38
  The
• 21:38
  65
• 21:38
  is
• 21:39
  only
• 21:39
  the
• 21:39
  ones
• 21:39
  that
• 21:39
  they
• 21:39
  launch.
• 21:40
  And
• 21:40
  out
• 21:40
  of
• 21:40
  65,
• 21:41
  probably
• 21:42
  50
• 21:42
  will
• 21:42
  do
• 21:42
  very
• 21:43
  well.
• 21:43
  Rather
• 21:43
  than
• 21:43
  launching
• 21:44
  200
• 21:44
  and
• 21:44
  hoping
• 21:44
  that
• 21:45
  still
• 21:45
  the
• 21:45
  same
• 21:45
  50
• 21:46
  are
• 21:46
  going
• 21:46
  to
• 21:46
  do
• 21:46
  well.
• 21:47
  That's
• 21:47
  where
• 21:47
  the
• 21:47
  Rubber
• 21:47
  meets
• 21:48
  the
• 21:48
  road,
• 21:48
  then
• 21:48
  is
• 21:48
  the
• 21:48
  predictive
• 21:49
  side
• 21:49
  of
• 21:49
  this,
• 21:50
  because
• 21:50
  that's
• 21:50
  what's
• 21:50
  going
• 21:50
  to
• 21:50
  increase
• 21:51
  your
• 21:51
  return
• 21:51
  on
• 21:51
  your
• 21:52
  ad
• 21:52
  spend,
• 21:52
  right?
• 21:52
  Because
• 21:53
  you're,
• 21:53
  you're
• 21:54
  saying
• 21:54
  like,
• 21:54
  yeah,
• 21:54
  you
• 21:54
  might
• 21:54
  have
• 21:55
  created
• 21:55
  these,
• 21:55
  but
• 21:56
  you
• 21:56
  know,
• 21:56
  you're
• 21:56
  telling,
• 21:57
  you're
• 21:57
  basically
• 21:57
  telling
• 21:57
  the
• 21:58
  brand
• 21:58
  saying,
• 21:58
  based
• 21:58
  on
• 21:59
  your
• 21:59
  modeling,
• 21:59
  saying,
• 21:59
  look,
• 22:00
  this
• 22:00
  is
• 22:01
  these,
• 22:01
  these
• 22:02
  35.
• 22:02
  I
• 22:02
  think
• 22:03
  you
• 22:03
  said
• 22:03
  these
• 22:03
  35.
• 22:04
  I
• 22:04
  wouldn't
• 22:04
  advertise
• 22:04
  these
• 22:04
  because
• 22:05
  they're
• 22:05
  not
• 22:05
  going
• 22:05
  to,
• 22:05
  they're
• 22:06
  not
• 22:06
  going
• 22:06
  to
• 22:06
  make
• 22:06
  the
• 22:06
  grade
• 22:06
  for
• 22:06
  you
• 22:07
  in
• 22:07
  the
• 22:07
  way
• 22:07
  that
• 22:07
  the
• 22:07
  other
• 22:08
  65
• 22:08
  would.
• 22:09
  And
• 22:09
  therefore
• 22:09
  you're
• 22:09
  going
• 22:09
  to
• 22:10
  get
• 22:10
  a
• 22:10
  bigger
• 22:10
  return
• 22:10
  on
• 22:10
  it.
• 22:11
  That's,
• 22:11
  that's
• 22:12
  the
• 22:12
  sauce,
• 22:12
  right?
• 22:13
  That's
• 22:13
  the
• 22:13
  secret
• 22:13
  sauce.
• 22:14
  It
• 22:15
  exactly
• 22:15
  is.
• 22:16
  And
• 22:16
  you
• 22:17
  could,
• 22:17
  you
• 22:17
  could
• 22:17
  use
• 22:18
  that
• 22:18
  to
• 22:18
  try
• 22:18
  to
• 22:18
  optimize
• 22:19
  for
• 22:19
  different
• 22:19
  things.
• 22:19
  One,
• 22:20
  you
• 22:20
  could
• 22:20
  optimize
• 22:20
  for
• 22:20
  top
• 22:21
  of
• 22:21
  the
• 22:21
  funnel.
• 22:22
  If
• 22:22
  there
• 22:22
  are
• 22:22
  brands
• 22:22
  that
• 22:22
  want
• 22:24
  to
• 22:24
  generate
• 22:25
  more
• 22:25
  awareness,
• 22:25
  so
• 22:26
  they
• 22:26
  are
• 22:26
  more
• 22:26
  interested
• 22:27
  in
• 22:28
  just
• 22:28
  people
• 22:28
  initially
• 22:29
  getting
• 22:30
  to
• 22:30
  know
• 22:30
  their
• 22:30
  brand.
• 22:30
  So
• 22:31
  you
• 22:31
  can
• 22:31
  optimize
• 22:31
  your
• 22:32
  content
• 22:32
  and
• 22:33
  your
• 22:33
  predictive
• 22:34
  power
• 22:34
  towards
• 22:35
  figuring
• 22:35
  out
• 22:36
  what
• 22:37
  is
• 22:37
  the
• 22:37
  content
• 22:37
  that
• 22:38
  will
• 22:38
  generate
• 22:38
  more
• 22:39
  eyeballs.
• 22:41
  Or
• 22:41
  you
• 22:41
  can
• 22:41
  optimize
• 22:42
  for.
• 22:42
  Which
• 22:43
  is
• 22:43
  mostly
• 22:43
  what
• 22:43
  our
• 22:43
  partners
• 22:44
  would
• 22:44
  do,
• 22:44
  or
• 22:44
  optimize
• 22:45
  for
• 22:46
  sales.
• 22:46
  And
• 22:47
  in
• 22:47
  that
• 22:47
  case,
• 22:47
  folks
• 22:48
  will
• 22:48
  probably
• 22:48
  optimize
• 22:49
  for
• 22:49
  lower
• 22:49
  cpa,
• 22:50
  partly
• 22:50
  because
• 22:51
  we
• 22:51
  are
• 22:51
  spending
• 22:51
  money
• 22:52
  to
• 22:52
  try
• 22:52
  to
• 22:53
  get
• 22:54
  the
• 22:54
  product
• 22:54
  to
• 22:54
  convert
• 22:55
  basically
• 22:55
  to
• 22:55
  get
• 22:55
  sales.
• 22:57
  So
• 22:57
  that's
• 22:57
  up
• 22:57
  to
• 22:58
  almost
• 22:58
  the
• 22:59
  objective
• 23:00
  of
• 23:00
  the
• 23:00
  campaign
• 23:02
  that
• 23:02
  the
• 23:02
  retailer
• 23:03
  wants
• 23:03
  to
• 23:03
  launch,
• 23:03
  and
• 23:04
  we
• 23:04
  can
• 23:04
  optimize
• 23:04
  for
• 23:04
  any.
• 23:05
  Got
• 23:06
  it.
• 23:06
  So
• 23:06
  if
• 23:06
  you're
• 23:06
  a
• 23:06
  marketer
• 23:07
  listening
• 23:07
  to
• 23:07
  this,
• 23:07
  there's
• 23:07
  really
• 23:08
  two
• 23:08
  things
• 23:08
  you
• 23:08
  should
• 23:08
  be
• 23:08
  thinking
• 23:08
  about
• 23:09
  if
• 23:09
  you're
• 23:09
  going
• 23:09
  to
• 23:09
  try
• 23:09
  to
• 23:09
  take
• 23:09
  a
• 23:10
  similar
• 23:10
  approach
• 23:10
  to
• 23:10
  this,
• 23:11
  whether
• 23:11
  it's
• 23:11
  with
• 23:12
  you
• 23:12
  guys
• 23:12
  or
• 23:12
  anybody
• 23:12
  else,
• 23:13
  which
• 23:13
  is
• 23:13
  like,
• 23:13
  okay,
• 23:14
  you
• 23:14
  should
• 23:14
  be
• 23:14
  able
• 23:15
  to
• 23:16
  predict
• 23:16
  which
• 23:16
  of
• 23:16
  the
• 23:17
  ads
• 23:17
  that
• 23:17
  you
• 23:17
  have
• 23:18
  in
• 23:18
  your
• 23:18
  stable
• 23:18
  are
• 23:19
  going
• 23:19
  to
• 23:19
  perform
• 23:19
  the
• 23:20
  best.
• 23:20
  And
• 23:21
  then
• 23:21
  the
• 23:21
  other
• 23:21
  part
• 23:21
  of
• 23:21
  it,
• 23:22
  too,
• 23:22
  which
• 23:22
  you
• 23:22
  also
• 23:22
  said,
• 23:22
  which
• 23:23
  I
• 23:23
  want
• 23:23
  to
• 23:23
  come
• 23:23
  back
• 23:23
  to,
• 23:23
  is
• 23:24
  you
• 23:24
  can
• 23:24
  also
• 23:24
  help
• 23:24
  them
• 23:25
  refine
• 23:26
  that
• 23:26
  to
• 23:26
  some
• 23:27
  degree,
• 23:28
  using
• 23:29
  analytics
• 23:29
  to
• 23:30
  say,
• 23:30
  like,
• 23:30
  you
• 23:30
  know,
• 23:31
  okay,
• 23:31
  you
• 23:31
  know,
• 23:31
  this
• 23:31
  image
• 23:32
  may
• 23:32
  need
• 23:32
  to
• 23:32
  change
• 23:33
  or
• 23:33
  this,
• 23:34
  I'm
• 23:34
  guessing
• 23:34
  this
• 23:34
  color
• 23:35
  might
• 23:35
  need
• 23:35
  to
• 23:35
  change
• 23:35
  or
• 23:36
  something
• 23:36
  to
• 23:36
  make
• 23:36
  it
• 23:37
  better.
• 23:38
  Where
• 23:38
  does,
• 23:38
  where
• 23:39
  does
• 23:39
  the,
• 23:39
  where
• 23:40
  does
• 23:40
  the,
• 23:41
  the
• 23:41
  change
• 23:41
  or
• 23:42
  the
• 23:42
  adaptation
• 23:42
  to
• 23:43
  the
• 23:43
  ads
• 23:44
  begin
• 23:44
  and
• 23:44
  end?
• 23:45
  Armen,
• 23:45
  like,
• 23:45
  are
• 23:45
  you
• 23:46
  going
• 23:46
  into
• 23:46
  the
• 23:46
  AI
• 23:47
  video
• 23:47
  creat?
• 23:48
  Is
• 23:48
  it
• 23:48
  static?
• 23:49
  Like,
• 23:49
  how
• 23:49
  do
• 23:49
  you,
• 23:49
  how
• 23:49
  all.
• 23:50
  What
• 23:50
  all
• 23:50
  do
• 23:50
  you,
• 23:50
  how
• 23:51
  do
• 23:51
  you
• 23:51
  think
• 23:51
  about
• 23:51
  that
• 23:52
  question?
• 23:52
  Yeah,
• 23:53
  yeah,
• 23:53
  I'll
• 23:53
  answer
• 23:54
  that
• 23:54
  in
• 23:54
  a
• 23:54
  second,
• 23:55
  Chris.
• 23:55
  And
• 23:55
  I'll
• 23:55
  also
• 23:55
  mention
• 23:56
  there's
• 23:56
  a
• 23:56
  third
• 23:56
  part
• 23:57
  as
• 23:57
  well,
• 23:57
  which
• 23:57
  is
• 23:58
  figuring
• 23:59
  out
• 24:00
  who
• 24:00
  are
• 24:00
  the
• 24:00
  people,
• 24:01
  potentially
• 24:03
  a
• 24:03
  new
• 24:04
  group
• 24:04
  of
• 24:04
  people
• 24:04
  that
• 24:04
  you
• 24:04
  have
• 24:04
  never
• 24:05
  targeted
• 24:05
  that
• 24:05
  actually
• 24:06
  you
• 24:06
  should
• 24:06
  be
• 24:06
  targeting
• 24:07
  through
• 24:07
  the
• 24:07
  product
• 24:08
  because
• 24:08
  you
• 24:09
  maybe
• 24:09
  you
• 24:09
  never
• 24:09
  thought
• 24:10
  that
• 24:10
  they're
• 24:10
  actually
• 24:10
  your
• 24:10
  right
• 24:11
  customers,
• 24:11
  except
• 24:12
  they
• 24:12
  probably
• 24:13
  are.
• 24:14
  So
• 24:14
  that's
• 24:14
  the
• 24:14
  third
• 24:14
  part
• 24:15
  of
• 24:15
  the
• 24:15
  platform
• 24:15
  as
• 24:16
  well
• 24:16
  that
• 24:16
  helps
• 24:17
  marketers.
• 24:19
  Now
• 24:19
  to
• 24:20
  your
• 24:20
  question,
• 24:21
  in
• 24:21
  terms
• 24:21
  of
• 24:22
  where
• 24:22
  we
• 24:23
  start,
• 24:24
  we
• 24:25
  do
• 24:25
  static
• 24:25
  images
• 24:26
  in
• 24:27
  terms
• 24:27
  of
• 24:28
  creation,
• 24:28
  optimization
• 24:29
  and
• 24:29
  pre
• 24:30
  validation.
• 24:31
  Again,
• 24:31
  doesn't
• 24:32
  have
• 24:32
  to
• 24:32
  be
• 24:32
  in
• 24:32
  the
• 24:32
  net
• 24:32
  sequence.
• 24:33
  If
• 24:34
  someone
• 24:34
  has
• 24:34
  enough
• 24:34
  creatives
• 24:35
  that
• 24:35
  they
• 24:35
  already
• 24:35
  have
• 24:36
  a
• 24:36
  team
• 24:37
  developing
• 24:38
  them,
• 24:38
  we
• 24:38
  can
• 24:38
  just
• 24:39
  do
• 24:39
  pre
• 24:39
  validation,
• 24:39
  basically
• 24:40
  saying
• 24:40
  don't
• 24:40
  launch
• 24:41
  this
• 24:41
  and
• 24:41
  launch
• 24:41
  this.
• 24:42
  But
• 24:42
  if
• 24:42
  folks
• 24:42
  don't
• 24:43
  have
• 24:43
  it,
• 24:43
  we
• 24:43
  can
• 24:43
  also
• 24:43
  just
• 24:44
  create
• 24:44
  for
• 24:44
  the
• 24:44
  right
• 24:45
  audience
• 24:45
  and
• 24:46
  then
• 24:46
  rank
• 24:46
  them,
• 24:47
  pre
• 24:47
  validate
• 24:47
  them
• 24:47
  before
• 24:48
  they
• 24:48
  launch.
• 24:50
  On
• 24:50
  the
• 24:50
  video
• 24:50
  side,
• 24:51
  we
• 24:52
  do
• 24:52
  pre
• 24:52
  validation,
• 24:53
  we
• 24:53
  do
• 24:53
  the
• 24:53
  scoring,
• 24:54
  but
• 24:54
  we
• 24:54
  don't
• 24:54
  do
• 24:55
  creation
• 24:55
  yet.
• 24:55
  That
• 24:55
  will
• 24:56
  come
• 24:56
  to
• 24:56
  the
• 24:56
  platform
• 24:56
  in
• 24:56
  probably
• 24:57
  about
• 24:57
  three
• 24:58
  or
• 24:58
  four
• 24:58
  weeks,
• 25:00
  but
• 25:01
  we
• 25:01
  wouldn't
• 25:02
  do
• 25:02
  creation
• 25:02
  yet.
• 25:03
  We
• 25:03
  will
• 25:04
  tell
• 25:04
  you,
• 25:04
  if
• 25:04
  you
• 25:04
  run
• 25:05
  your
• 25:05
  video
• 25:05
  through
• 25:05
  our
• 25:05
  platform,
• 25:07
  we'll
• 25:07
  tell
• 25:07
  you
• 25:07
  how
• 25:07
  well
• 25:07
  it's
• 25:08
  going
• 25:08
  to
• 25:08
  do
• 25:08
  before
• 25:08
  you
• 25:09
  launch
• 25:09
  it.
• 25:10
  Got
• 25:10
  it,
• 25:10
  Got
• 25:10
  it.
• 25:11
  Yeah.
• 25:11
  And
• 25:11
  given
• 25:11
  all
• 25:12
  the,
• 25:12
  given
• 25:12
  all
• 25:12
  the
• 25:12
  recent
• 25:13
  smoke
• 25:13
  in
• 25:14
  the,
• 25:14
  you
• 25:14
  know,
• 25:14
  the
• 25:14
  AI
• 25:14
  video
• 25:14
  space,
• 25:15
  particularly
• 25:15
  with
• 25:15
  Aries
• 25:16
  announcement
• 25:16
  this
• 25:16
  past
• 25:16
  week
• 25:17
  of,
• 25:17
  you
• 25:17
  know,
• 25:17
  just
• 25:17
  refusing
• 25:18
  to
• 25:18
  use
• 25:19
  AI
• 25:19
  generated
• 25:19
  models
• 25:20
  in
• 25:20
  any
• 25:20
  of
• 25:20
  their
• 25:20
  advertising,
• 25:21
  like
• 25:21
  I
• 25:22
  would,
• 25:22
  I
• 25:22
  think
• 25:23
  actually
• 25:23
  as
• 25:23
  a
• 25:23
  marketer
• 25:23
  I'd
• 25:24
  probably
• 25:24
  be
• 25:24
  leaning
• 25:24
  more
• 25:24
  into
• 25:25
  the
• 25:25
  static
• 25:25
  imagery
• 25:26
  in
• 25:26
  terms
• 25:26
  of
• 25:26
  taking
• 25:26
  the
• 25:27
  value
• 25:27
  of
• 25:27
  generative
• 25:27
  AI
• 25:28
  and
• 25:28
  what
• 25:28
  it
• 25:28
  can
• 25:28
  do,
• 25:29
  you
• 25:29
  know,
• 25:29
  to,
• 25:29
  to
• 25:30
  the
• 25:30
  point
• 25:30
  that
• 25:30
  we're
• 25:30
  having
• 25:31
  in
• 25:31
  this
• 25:31
  conversation,
• 25:31
  which
• 25:32
  is
• 25:32
  just
• 25:32
  like
• 25:32
  if
• 25:32
  your
• 25:33
  goal
• 25:33
  is
• 25:33
  to
• 25:33
  make
• 25:33
  your
• 25:34
  ad
• 25:34
  spend
• 25:34
  more
• 25:35
  productive,
• 25:35
  you
• 25:35
  know,
• 25:36
  that's
• 25:36
  probably
• 25:36
  where
• 25:36
  I
• 25:37
  would
• 25:37
  start.
• 25:38
  All
• 25:38
  right,
• 25:38
  so
• 25:38
  Armin,
• 25:38
  I've,
• 25:40
  you
• 25:40
  know,
• 25:40
  I've,
• 25:41
  I've
• 25:42
  been
• 25:42
  doing
• 25:42
  this
• 25:42
  for
• 25:42
  eight
• 25:42
  years.
• 25:43
  I've
• 25:43
  seen
• 25:43
  a
• 25:43
  lot
• 25:44
  of
• 25:44
  people
• 25:44
  pitch
• 25:45
  this,
• 25:45
  but
• 25:46
  is
• 25:46
  there
• 25:46
  a
• 25:46
  pitch,
• 25:47
  you
• 25:47
  know,
• 25:47
  something
• 25:47
  similar
• 25:48
  in
• 25:48
  vain?
• 25:49
  Is
• 25:50
  there
• 25:50
  an
• 25:50
  example
• 25:50
  you
• 25:51
  can
• 25:51
  share
• 25:51
  in
• 25:51
  practice
• 25:52
  of,
• 25:52
  you
• 25:52
  know,
• 25:53
  how
• 25:53
  this
• 25:54
  works,
• 25:54
  where
• 25:54
  you
• 25:54
  can
• 25:54
  put
• 25:54
  your
• 25:54
  money
• 25:55
  where
• 25:55
  your
• 25:55
  mouth
• 25:55
  is?
• 25:57
  Yeah,
• 25:57
  I'll
• 25:57
  give
• 25:57
  you,
• 25:58
  in
• 25:58
  fact,
• 25:58
  let
• 25:58
  me
• 25:59
  start
• 25:59
  with
• 25:59
  a
• 25:59
  more
• 26:00
  recent
• 26:00
  example
• 26:00
  of
• 26:03
  a
• 26:03
  well
• 26:03
  known
• 26:04
  supplements
• 26:04
  brand
• 26:04
  that
• 26:05
  we
• 26:05
  have
• 26:05
  been
• 26:05
  working
• 26:05
  with
• 26:06
  without
• 26:06
  necessarily
• 26:07
  mentioning
• 26:07
  their
• 26:07
  name.
• 26:09
  So
• 26:09
  I'll
• 26:10
  tell
• 26:10
  you
• 26:10
  the
• 26:10
  situation.
• 26:10
  Before
• 26:11
  extuitive
• 26:11
  and
• 26:11
  after
• 26:12
  extuitive
• 26:12
  just
• 26:12
  to
• 26:12
  kind
• 26:13
  of
• 26:13
  make
• 26:13
  that
• 26:13
  contrast
• 26:14
  perfect.
• 26:15
  Before
• 26:15
  extuitive,
• 26:16
  they're
• 26:16
  launching
• 26:17
  dozens
• 26:18
  of
• 26:18
  ads
• 26:19
  per
• 26:19
  week.
• 26:21
  Let's
• 26:21
  again,
• 26:22
  I'll
• 26:22
  change
• 26:23
  the
• 26:23
  numbers
• 26:23
  just
• 26:23
  a
• 26:23
  bit.
• 26:24
  But
• 26:24
  they're
• 26:25
  spending.
• 26:25
  The
• 26:25
  order
• 26:25
  is
• 26:26
  still
• 26:26
  Very
• 26:26
  accurate.
• 26:26
  From
• 26:27
  what
• 26:27
  I've
• 26:27
  mentioned,
• 26:28
  they're
• 26:28
  spending
• 26:28
  in
• 26:28
  the
• 26:29
  order
• 26:29
  of
• 26:29
  about
• 26:30
  $50,000
• 26:31
  per
• 26:31
  week
• 26:32
  on
• 26:32
  ads,
• 26:33
  which
• 26:33
  is
• 26:33
  not
• 26:33
  insignificant.
• 26:34
  There
• 26:34
  are
• 26:34
  partners
• 26:35
  that
• 26:35
  we
• 26:35
  have
• 26:35
  to
• 26:36
  spend
• 26:36
  a
• 26:36
  lot
• 26:36
  more,
• 26:36
  but
• 26:37
  that's
• 26:37
  a
• 26:38
  significant
• 26:38
  number
• 26:38
  to
• 26:38
  spend
• 26:39
  per
• 26:39
  week
• 26:39
  for
• 26:40
  many
• 26:40
  brands.
• 26:41
  And
• 26:42
  this
• 26:42
  is
• 26:42
  on
• 26:42
  a
• 26:42
  very
• 26:42
  specific
• 26:43
  platform.
• 26:44
  And
• 26:45
  after
• 26:46
  three
• 26:46
  or
• 26:46
  four
• 26:46
  days,
• 26:46
  they
• 26:47
  find
• 26:47
  out
• 26:47
  that
• 26:47
  from
• 26:48
  about
• 26:48
  50
• 26:48
  to
• 26:49
  70
• 26:49
  ads
• 26:50
  that
• 26:50
  they
• 26:50
  launch
• 26:50
  per
• 26:50
  week,
• 26:50
  Chris,
• 26:51
  probably
• 26:52
  about
• 26:52
  seven
• 26:52
  or
• 26:52
  eight
• 26:53
  perform
• 26:53
  very
• 26:53
  well.
• 26:54
  The
• 26:55
  rest
• 26:55
  don't.
• 26:56
  But
• 26:56
  at
• 26:56
  that
• 26:56
  point,
• 26:57
  they've
• 26:57
  already
• 26:57
  spent
• 26:57
  probably
• 26:58
  half
• 26:58
  of
• 26:58
  their
• 26:58
  $50,000
• 26:59
  budget.
• 26:59
  And
• 27:00
  about
• 27:00
  20%
• 27:01
  of
• 27:01
  the
• 27:01
  half
• 27:02
  of
• 27:02
  their
• 27:02
  budget
• 27:02
  went
• 27:02
  on
• 27:03
  ads
• 27:03
  that
• 27:04
  didn't
• 27:04
  perform
• 27:05
  at
• 27:05
  all.
• 27:05
  Maybe
• 27:05
  they
• 27:05
  actually
• 27:06
  resulted
• 27:06
  in
• 27:06
  almost
• 27:06
  either
• 27:07
  no
• 27:07
  conversions
• 27:08
  or
• 27:08
  extremely
• 27:09
  low
• 27:09
  conversion.
• 27:10
  So
• 27:12
  let's
• 27:13
  just
• 27:13
  say
• 27:13
  that's
• 27:14
  the
• 27:14
  baseline
• 27:14
  to
• 27:14
  start
• 27:14
  with.
• 27:15
  So
• 27:15
  what
• 27:16
  we
• 27:16
  did
• 27:16
  first
• 27:16
  with
• 27:17
  them,
• 27:17
  we
• 27:17
  said,
• 27:17
  let's
• 27:18
  figure
• 27:18
  out
• 27:19
  who
• 27:19
  we
• 27:20
  are
• 27:20
  launching
• 27:20
  these
• 27:20
  ads
• 27:21
  for.
• 27:21
  So
• 27:21
  in
• 27:21
  fact,
• 27:21
  we
• 27:21
  went
• 27:22
  and
• 27:22
  explored
• 27:23
  with
• 27:23
  our
• 27:23
  agents
• 27:24
  the
• 27:24
  whole
• 27:24
  space
• 27:25
  of
• 27:25
  different
• 27:25
  Personas
• 27:26
  that
• 27:26
  would
• 27:26
  be
• 27:26
  buying
• 27:27
  their
• 27:27
  products.
• 27:28
  And
• 27:28
  we
• 27:29
  came
• 27:29
  up
• 27:29
  with
• 27:29
  two
• 27:30
  new
• 27:30
  Personas
• 27:32
  that
• 27:32
  we
• 27:32
  said
• 27:33
  they
• 27:33
  had
• 27:33
  never
• 27:33
  tried
• 27:33
  it
• 27:34
  before.
• 27:34
  We
• 27:34
  said,
• 27:34
  listen,
• 27:35
  let's
• 27:35
  go
• 27:35
  and
• 27:35
  target
• 27:36
  these
• 27:36
  folks
• 27:37
  on
• 27:37
  some
• 27:37
  of
• 27:37
  the
• 27:38
  major
• 27:38
  platforms.
• 27:40
  We
• 27:40
  went
• 27:40
  and
• 27:41
  created
• 27:41
  the
• 27:41
  images
• 27:42
  as
• 27:42
  well.
• 27:43
  We
• 27:43
  launched
• 27:44
  the
• 27:44
  campaign.
• 27:45
  I'll
• 27:45
  give
• 27:46
  you
• 27:46
  the
• 27:46
  stats.
• 27:47
  There
• 27:48
  is
• 27:48
  about
• 27:49
  2x
• 27:49
  of
• 27:50
  the
• 27:50
  AOVA
• 27:51
  that
• 27:51
  we
• 27:51
  accomplished.
• 27:53
  Ruas
• 27:53
  increased
• 27:54
  by
• 27:55
  about
• 27:55
  2.7,
• 27:56
  2.7
• 27:57
  x
• 27:58
  CTR
• 27:58
  by
• 27:59
  about
• 27:59
  70%,
• 28:00
  CVR
• 28:01
  by
• 28:01
  about
• 28:01
  60%.
• 28:03
  And
• 28:03
  that's
• 28:04
  for
• 28:04
  just
• 28:04
  this
• 28:05
  specific
• 28:05
  brand.
• 28:07
  Now,
• 28:07
  we
• 28:07
  may
• 28:07
  not
• 28:08
  see
• 28:08
  the
• 28:08
  very
• 28:08
  same
• 28:09
  numbers,
• 28:09
  obviously
• 28:09
  every
• 28:10
  single
• 28:10
  campaign,
• 28:10
  but
• 28:10
  we
• 28:11
  have
• 28:11
  run
• 28:11
  now
• 28:12
  multiple
• 28:12
  campaigns
• 28:13
  with
• 28:13
  them
• 28:13
  and
• 28:13
  consistently
• 28:15
  both
• 28:15
  in
• 28:15
  figuring
• 28:16
  out
• 28:16
  what
• 28:16
  audiences
• 28:17
  to
• 28:17
  launch
• 28:18
  campaigns
• 28:18
  and
• 28:19
  ad
• 28:19
  sets
• 28:19
  and
• 28:19
  ads
• 28:20
  for,
• 28:20
  and
• 28:20
  figuring
• 28:21
  out
• 28:21
  how
• 28:21
  do
• 28:22
  you
• 28:22
  bring
• 28:22
  the
• 28:22
  CPA
• 28:23
  down
• 28:23
  and
• 28:23
  increase
• 28:23
  the.
• 28:24
  We
• 28:24
  have
• 28:25
  been
• 28:25
  able
• 28:25
  to
• 28:25
  do
• 28:25
  it
• 28:25
  compared
• 28:25
  to
• 28:26
  the
• 28:26
  baseline
• 28:26
  that
• 28:26
  they
• 28:26
  started
• 28:27
  with.
• 28:28
  So
• 28:28
  that's
• 28:29
  a,
• 28:29
  that's
• 28:29
  a
• 28:29
  very
• 28:29
  specific
• 28:30
  example
• 28:30
  of
• 28:30
  a,
• 28:30
  of
• 28:31
  a,
• 28:31
  of
• 28:31
  a
• 28:31
  partner
• 28:31
  we
• 28:31
  work
• 28:32
  with
• 28:32
  today.
• 28:32
  The
• 28:33
  thing
• 28:33
  I
• 28:33
  love
• 28:33
  about
• 28:33
  this
• 28:34
  conversation,
• 28:34
  Armen,
• 28:35
  is,
• 28:36
  you
• 28:37
  know,
• 28:37
  you've
• 28:37
  provided
• 28:38
  a
• 28:38
  really
• 28:38
  good
• 28:38
  framework
• 28:39
  for.
• 28:39
  If
• 28:39
  I'm
• 28:39
  a
• 28:39
  marketer
• 28:40
  sitting
• 28:40
  here
• 28:40
  listening
• 28:41
  to
• 28:41
  this,
• 28:41
  like,
• 28:41
  okay,
• 28:41
  these
• 28:41
  are
• 28:42
  the
• 28:42
  types
• 28:42
  of
• 28:42
  questions
• 28:43
  I
• 28:43
  need
• 28:43
  to
• 28:43
  be
• 28:43
  asking
• 28:43
  myself
• 28:44
  in
• 28:44
  terms
• 28:44
  of
• 28:44
  how
• 28:45
  am
• 28:45
  I
• 28:45
  going
• 28:46
  to
• 28:46
  do
• 28:46
  this
• 28:46
  better?
• 28:48
  So
• 28:49
  before
• 28:49
  I
• 28:50
  let
• 28:50
  you
• 28:50
  go,
• 28:50
  like,
• 28:50
  one
• 28:50
  thing
• 28:50
  I
• 28:51
  want
• 28:51
  to
• 28:51
  ask
• 28:51
  you
• 28:51
  is,
• 28:51
  like,
• 28:53
  how
• 28:53
  hard
• 28:53
  is
• 28:54
  this
• 28:54
  to
• 28:54
  do?
• 28:55
  Like,
• 28:55
  what,
• 28:56
  what,
• 28:56
  what?
• 28:56
  Like,
• 28:57
  how
• 28:57
  long
• 28:57
  does
• 28:57
  it
• 28:57
  take
• 28:58
  you
• 28:58
  to
• 28:58
  set
• 28:58
  this
• 28:58
  up
• 28:59
  if
• 28:59
  there's
• 28:59
  a
• 28:59
  retailer
• 29:00
  brand
• 29:00
  interested,
• 29:00
  like,
• 29:01
  what
• 29:01
  does
• 29:01
  that
• 29:01
  process
• 29:02
  look
• 29:02
  like?
• 29:02
  Like,
• 29:03
  is
• 29:04
  it
• 29:04
  complicated?
• 29:04
  Is
• 29:05
  it
• 29:05
  Simple,
• 29:05
  Is
• 29:05
  it
• 29:05
  straightforward?
• 29:06
  What
• 29:06
  does
• 29:06
  it
• 29:06
  look
• 29:06
  like?
• 29:07
  So
• 29:07
  the
• 29:08
  process,
• 29:09
  the
• 29:10
  technical
• 29:10
  process
• 29:11
  in
• 29:11
  the
• 29:11
  background
• 29:12
  is
• 29:12
  pretty
• 29:13
  sophisticated.
• 29:13
  We
• 29:14
  spent
• 29:14
  probably
• 29:14
  more
• 29:15
  than
• 29:15
  a
• 29:15
  year
• 29:15
  trying
• 29:15
  to
• 29:15
  refine
• 29:16
  it
• 29:16
  to
• 29:16
  actually
• 29:16
  get
• 29:16
  to
• 29:17
  a
• 29:17
  point
• 29:17
  where
• 29:17
  we
• 29:17
  are.
• 29:19
  But
• 29:19
  the
• 29:20
  process
• 29:20
  for
• 29:20
  a
• 29:20
  partner
• 29:21
  to
• 29:21
  work
• 29:21
  with
• 29:21
  us,
• 29:22
  we
• 29:22
  have
• 29:22
  made
• 29:23
  it
• 29:23
  as
• 29:23
  simple
• 29:23
  as
• 29:23
  we
• 29:24
  could.
• 29:25
  In
• 29:25
  fact,
• 29:25
  that's
• 29:25
  probably
• 29:26
  half
• 29:26
  of
• 29:26
  our
• 29:26
  research
• 29:26
  went
• 29:27
  into
• 29:28
  focusing
• 29:29
  on
• 29:29
  making
• 29:29
  it
• 29:29
  a
• 29:30
  seamless
• 29:30
  process
• 29:30
  for
• 29:30
  our
• 29:31
  partners.
• 29:31
  So
• 29:32
  the
• 29:32
  way
• 29:33
  we
• 29:33
  start,
• 29:33
  Chris,
• 29:35
  when
• 29:35
  a
• 29:35
  partner
• 29:35
  wants
• 29:36
  to
• 29:36
  work
• 29:36
  with
• 29:36
  us,
• 29:36
  generally
• 29:37
  we'll
• 29:37
  actually
• 29:37
  work
• 29:38
  with
• 29:38
  the
• 29:38
  right
• 29:39
  partners
• 29:39
  and
• 29:39
  say
• 29:40
  that
• 29:40
  there
• 29:40
  is
• 29:42
  whether
• 29:42
  people
• 29:42
  want
• 29:42
  to
• 29:42
  call
• 29:42
  it
• 29:42
  a
• 29:43
  30
• 29:43
  day
• 29:43
  trial
• 29:43
  period
• 29:43
  or
• 29:44
  I
• 29:44
  call
• 29:44
  it
• 29:44
  calibration
• 29:45
  period,
• 29:45
  partly
• 29:46
  because
• 29:46
  I
• 29:46
  want
• 29:46
  the
• 29:47
  partner
• 29:47
  to
• 29:48
  calibrate
• 29:48
  with
• 29:48
  us
• 29:49
  what
• 29:49
  we
• 29:49
  do
• 29:49
  and
• 29:50
  recalibrate
• 29:50
  their
• 29:50
  process
• 29:51
  as
• 29:51
  well.
• 29:51
  And
• 29:52
  we
• 29:52
  wouldn't
• 29:52
  charge
• 29:53
  anyone
• 29:53
  if
• 29:53
  they
• 29:54
  are
• 29:54
  working
• 29:54
  with
• 29:54
  us
• 29:54
  for
• 29:55
  the
• 29:55
  30
• 29:55
  days
• 29:55
  for
• 29:56
  them
• 29:56
  to
• 29:56
  actually
• 29:56
  see
• 29:56
  the
• 29:56
  value
• 29:57
  before
• 29:58
  they
• 29:58
  decide
• 29:58
  to
• 29:58
  continue.
• 30:00
  They
• 30:01
  connect
• 30:02
  their
• 30:02
  Meta
• 30:03
  or
• 30:03
  TikTok
• 30:03
  account
• 30:04
  with
• 30:05
  us
• 30:05
  to
• 30:06
  our
• 30:06
  platform.
• 30:07
  It
• 30:08
  takes
• 30:08
  probably
• 30:08
  a
• 30:09
  day
• 30:09
  for
• 30:09
  us
• 30:09
  to
• 30:09
  build
• 30:09
  the
• 30:10
  bespoke
• 30:10
  model
• 30:12
  once.
• 30:12
  Yeah,
• 30:13
  exactly.
• 30:13
  So
• 30:13
  that's,
• 30:15
  we
• 30:15
  went
• 30:15
  down,
• 30:15
  Chris,
• 30:16
  from
• 30:16
  about
• 30:17
  close
• 30:17
  to
• 30:17
  two
• 30:18
  weeks
• 30:18
  down
• 30:18
  to
• 30:19
  a
• 30:19
  day
• 30:19
  now
• 30:20
  where
• 30:21
  we
• 30:21
  build
• 30:21
  the
• 30:21
  model
• 30:21
  in
• 30:22
  a
• 30:22
  day,
• 30:22
  we
• 30:22
  spend
• 30:22
  the
• 30:23
  next
• 30:23
  day
• 30:23
  doing
• 30:23
  the
• 30:24
  quality
• 30:24
  assurance
• 30:25
  to
• 30:25
  make
• 30:25
  sure
• 30:25
  that
• 30:25
  the
• 30:25
  model
• 30:26
  is
• 30:26
  going
• 30:26
  to
• 30:26
  perform.
• 30:27
  And
• 30:27
  basically
• 30:28
  after
• 30:28
  48
• 30:28
  hours
• 30:29
  that's
• 30:29
  rolled
• 30:30
  out
• 30:30
  to
• 30:30
  the
• 30:31
  partner
• 30:31
  where
• 30:32
  we'll
• 30:32
  walk
• 30:32
  them
• 30:32
  through
• 30:33
  how
• 30:33
  it
• 30:33
  works,
• 30:34
  we'll
• 30:34
  walk
• 30:34
  them
• 30:34
  through
• 30:34
  the
• 30:34
  metrics
• 30:35
  and
• 30:35
  we'll
• 30:36
  continue
• 30:36
  using
• 30:37
  that
• 30:37
  platform
• 30:38
  with
• 30:38
  them
• 30:38
  and
• 30:39
  observing
• 30:39
  for
• 30:39
  the,
• 30:40
  for
• 30:40
  the,
• 30:40
  at
• 30:40
  least
• 30:41
  for
• 30:41
  a
• 30:41
  month,
• 30:41
  almost
• 30:42
  every
• 30:42
  day
• 30:42
  to
• 30:43
  make
• 30:43
  sure
• 30:43
  that
• 30:43
  it
• 30:43
  delivers.
• 30:44
  So
• 30:44
  if
• 30:44
  I'm
• 30:44
  contemplating
• 30:45
  taking
• 30:45
  this
• 30:45
  approach,
• 30:46
  like
• 30:46
  does
• 30:47
  it
• 30:47
  matter
• 30:47
  how
• 30:47
  big
• 30:48
  I
• 30:48
  am
• 30:48
  to
• 30:48
  get
• 30:48
  the
• 30:48
  benefit
• 30:49
  of
• 30:49
  this?
• 30:49
  That's
• 30:49
  kind
• 30:49
  of
• 30:49
  my,
• 30:50
  my
• 30:50
  final
• 30:50
  question
• 30:51
  in
• 30:51
  closing
• 30:51
  out
• 30:51
  Armin
• 30:52
  is
• 30:52
  like,
• 30:52
  you
• 30:53
  know,
• 30:53
  does
• 30:53
  this
• 30:53
  is,
• 30:54
  does
• 30:54
  this
• 30:55
  approach
• 30:55
  work
• 30:55
  for
• 30:55
  everyone
• 30:56
  or
• 30:56
  who
• 30:56
  does
• 30:56
  it
• 30:57
  work
• 30:57
  best
• 30:57
  for?
• 30:59
  It's
• 30:59
  in
• 31:00
  terms
• 31:00
  of
• 31:00
  the
• 31:00
  size
• 31:00
  of
• 31:00
  the
• 31:00
  company,
• 31:01
  what
• 31:02
  we
• 31:02
  work
• 31:02
  with,
• 31:02
  folks
• 31:03
  who
• 31:03
  are
• 31:05
  and
• 31:05
  kind
• 31:05
  of
• 31:05
  top
• 31:05
  line
• 31:06
  revenue
• 31:06
  are
• 31:07
  5
• 31:07
  million
• 31:07
  up
• 31:08
  to
• 31:08
  several
• 31:08
  hundred
• 31:08
  million,
• 31:09
  for
• 31:09
  example,
• 31:09
  and
• 31:09
  some
• 31:10
  that
• 31:10
  we
• 31:10
  are
• 31:10
  now
• 31:11
  in
• 31:11
  conversations
• 31:11
  with
• 31:12
  that
• 31:12
  are
• 31:13
  in
• 31:14
  tens
• 31:14
  of
• 31:14
  billions.
• 31:15
  So
• 31:16
  it
• 31:16
  doesn't
• 31:16
  really
• 31:16
  matter.
• 31:16
  Chris
• 31:17
  There
• 31:18
  are
• 31:18
  features
• 31:18
  that
• 31:19
  matter
• 31:19
  though,
• 31:19
  and
• 31:19
  those
• 31:20
  features
• 31:20
  are
• 31:23
  the
• 31:23
  partner
• 31:24
  has
• 31:24
  to
• 31:24
  be
• 31:24
  launching
• 31:25
  enough
• 31:25
  ads
• 31:26
  per
• 31:26
  week
• 31:26
  for
• 31:26
  us
• 31:27
  to
• 31:27
  be
• 31:27
  able
• 31:27
  to
• 31:27
  actually
• 31:28
  make
• 31:29
  predictions
• 31:29
  that
• 31:29
  are
• 31:30
  substantial
• 31:30
  for
• 31:30
  them.
• 31:31
  And
• 31:31
  if
• 31:31
  a
• 31:31
  partner
• 31:32
  is
• 31:32
  launching
• 31:32
  one
• 31:32
  or
• 31:32
  two
• 31:33
  ads
• 31:33
  per
• 31:33
  week,
• 31:35
  even
• 31:35
  if
• 31:35
  you
• 31:36
  guessed
• 31:36
  it
• 31:36
  right
• 31:36
  or
• 31:36
  didn't
• 31:37
  guess
• 31:37
  it
• 31:37
  right,
• 31:37
  that
• 31:37
  probably
• 31:38
  wasn't
• 31:38
  going
• 31:38
  to
• 31:38
  make
• 31:38
  that
• 31:38
  much
• 31:39
  of
• 31:39
  a
• 31:39
  difference.
• 31:40
  So
• 31:40
  what
• 31:40
  we
• 31:40
  require
• 31:41
  our
• 31:41
  partners
• 31:41
  to
• 31:41
  have
• 31:42
  is
• 31:43
  about
• 31:43
  six
• 31:43
  months
• 31:44
  of
• 31:44
  history,
• 31:44
  whether
• 31:44
  it's
• 31:45
  on
• 31:45
  Meta
• 31:45
  or
• 31:45
  TikTok.
• 31:46
  Those
• 31:47
  are
• 31:47
  two
• 31:47
  platforms
• 31:47
  that
• 31:48
  we
• 31:48
  support
• 31:48
  these
• 31:49
  days.
• 31:50
  Six
• 31:50
  months
• 31:50
  of
• 31:50
  ad
• 31:51
  history
• 31:51
  and
• 31:52
  generally
• 31:52
  about
• 31:52
  250
• 31:53
  ads
• 31:54
  that
• 31:54
  they
• 31:54
  have
• 31:54
  launched
• 31:55
  in
• 31:55
  the
• 31:55
  lifetime
• 31:56
  of
• 31:56
  their
• 31:57
  account.
• 31:59
  That's
• 31:59
  the
• 31:59
  requirement
• 32:00
  basically,
• 32:00
  to
• 32:01
  get
• 32:01
  started.
• 32:02
  Yeah,
• 32:02
  I
• 32:03
  mean,
• 32:03
  that
• 32:03
  makes
• 32:03
  sense.
• 32:03
  Yeah,
• 32:04
  fundamentally,
• 32:04
  like,
• 32:04
  yeah,
• 32:04
  because
• 32:05
  there's
• 32:05
  probably
• 32:05
  some
• 32:05
  brands
• 32:06
  that
• 32:06
  are
• 32:06
  listening
• 32:06
  to
• 32:06
  this,
• 32:06
  being,
• 32:06
  getting
• 32:07
  really
• 32:07
  excited.
• 32:08
  But
• 32:08
  you've
• 32:09
  got
• 32:09
  to
• 32:09
  also
• 32:09
  make
• 32:09
  sure
• 32:09
  that
• 32:09
  you've
• 32:10
  got
• 32:10
  the
• 32:10
  sample
• 32:10
  size
• 32:11
  of
• 32:11
  data
• 32:12
  ready
• 32:13
  and
• 32:13
  ready
• 32:14
  to
• 32:14
  fit
• 32:14
  the
• 32:15
  modeling
• 32:15
  that
• 32:15
  you're
• 32:15
  going
• 32:15
  to
• 32:16
  put
• 32:16
  everything
• 32:16
  through,
• 32:17
  essentially,
• 32:17
  is
• 32:18
  what
• 32:18
  you're
• 32:18
  saying.
• 32:18
  Exactly.
• 32:19
  Because,
• 32:19
  I
• 32:19
  mean,
• 32:19
  it's
• 32:19
  like,
• 32:19
  again,
• 32:20
  some
• 32:20
  of
• 32:20
  the
• 32:20
  partners
• 32:21
  we
• 32:21
  work
• 32:21
  with,
• 32:22
  they
• 32:22
  launch
• 32:23
  250
• 32:23
  ads
• 32:24
  per
• 32:24
  week.
• 32:24
  So
• 32:24
  for
• 32:25
  some
• 32:25
  brands,
• 32:26
  that
• 32:26
  number
• 32:26
  would
• 32:27
  be
• 32:27
  just
• 32:27
  so
• 32:27
  low.
• 32:28
  But
• 32:28
  there
• 32:28
  might
• 32:28
  be
• 32:29
  also
• 32:29
  brands
• 32:30
  that
• 32:30
  are
• 32:30
  just
• 32:30
  growing
• 32:31
  and
• 32:31
  they
• 32:32
  are
• 32:32
  just
• 32:32
  trying
• 32:32
  to
• 32:32
  figure
• 32:33
  out
• 32:33
  how
• 32:33
  to
• 32:33
  even
• 32:33
  launch
• 32:34
  on
• 32:34
  Meta
• 32:35
  or
• 32:35
  TikTok.
• 32:35
  And
• 32:36
  those
• 32:36
  may
• 32:36
  not
• 32:36
  be
• 32:37
  the
• 32:37
  right
• 32:37
  partners
• 32:38
  for
• 32:38
  us
• 32:39
  or
• 32:39
  we
• 32:39
  may
• 32:39
  not
• 32:39
  be
• 32:39
  the
• 32:39
  right
• 32:40
  partners
• 32:40
  for
• 32:40
  them
• 32:40
  at
• 32:40
  this
• 32:40
  stage,
• 32:41
  partly
• 32:42
  because
• 32:42
  they
• 32:42
  need
• 32:42
  to
• 32:42
  get
• 32:43
  enough
• 32:43
  traction
• 32:43
  so
• 32:43
  we
• 32:43
  can
• 32:44
  also
• 32:44
  figure
• 32:45
  out
• 32:46
  who
• 32:46
  gravitates
• 32:47
  more
• 32:47
  towards
• 32:47
  their
• 32:48
  brands
• 32:49
  to
• 32:49
  build
• 32:50
  this
• 32:50
  fusion
• 32:51
  custom
• 32:51
  model
• 32:52
  in
• 32:52
  a
• 32:52
  way
• 32:53
  that
• 32:53
  also
• 32:53
  performs
• 32:54
  pretty
• 32:54
  well.
• 32:55
  Yeah,
• 32:56
  yeah.
• 32:56
  And
• 32:56
  for
• 32:56
  all
• 32:56
  the
• 32:56
  big
• 32:57
  guys
• 32:57
  listening,
• 32:57
  you
• 32:58
  know,
• 32:58
  this
• 32:58
  is,
• 32:58
  I
• 32:58
  mean,
• 32:58
  this
• 32:59
  has
• 32:59
  been
• 32:59
  a
• 32:59
  roadmap
• 32:59
  for
• 33:00
  exactly
• 33:01
  how
• 33:01
  you
• 33:01
  need
• 33:01
  to
• 33:01
  think
• 33:01
  about
• 33:02
  this
• 33:02
  and
• 33:02
  the
• 33:02
  types
• 33:03
  of
• 33:03
  thought
• 33:03
  process
• 33:03
  you
• 33:04
  need
• 33:04
  to
• 33:04
  put
• 33:04
  into
• 33:04
  it,
• 33:05
  you
• 33:05
  know,
• 33:05
  in
• 33:05
  the
• 33:06
  long
• 33:06
  run,
• 33:06
  particularly
• 33:07
  as
• 33:07
  we
• 33:07
  come
• 33:07
  back
• 33:08
  TO
• 33:08
  it's
• 33:09
  now
• 33:09
  2026,
• 33:10
  you
• 33:10
  know,
• 33:10
  it's
• 33:10
  not
• 33:11
  200
• 33:11
  years
• 33:11
  ago
• 33:12
  with
• 33:12
  Wanamaker.
• 33:13
  You
• 33:13
  know,
• 33:13
  there's
• 33:13
  a
• 33:14
  lot
• 33:14
  of
• 33:14
  new
• 33:14
  things
• 33:14
  that
• 33:15
  people
• 33:15
  can
• 33:15
  put
• 33:15
  towards
• 33:15
  this
• 33:16
  and
• 33:16
  your
• 33:16
  competition
• 33:17
  is
• 33:17
  going
• 33:17
  to,
• 33:18
  going
• 33:18
  to
• 33:18
  take
• 33:18
  this
• 33:19
  approach
• 33:19
  or
• 33:19
  similar
• 33:20
  approaches
• 33:21
  to
• 33:21
  beat
• 33:21
  you
• 33:21
  to
• 33:22
  the
• 33:22
  market
• 33:22
  in
• 33:22
  the
• 33:22
  advertising
• 33:23
  game
• 33:23
  with
• 33:24
  technology,
• 33:25
  you
• 33:25
  know,
• 33:25
  at
• 33:25
  the
• 33:26
  technology
• 33:26
  like
• 33:26
  we
• 33:26
  have
• 33:27
  today
• 33:27
  at
• 33:27
  their
• 33:27
  fingertips.
• 33:28
  So,
• 33:28
  man,
• 33:29
  Armin,
• 33:29
  this
• 33:29
  was
• 33:29
  great.
• 33:30
  I
• 33:30
  really,
• 33:30
  I,
• 33:30
  I
• 33:31
  really
• 33:31
  enjoyed.
• 33:31
  I
• 33:31
  love
• 33:31
  how
• 33:31
  you
• 33:32
  laid
• 33:32
  it
• 33:32
  out
• 33:32
  too.
• 33:32
  Like
• 33:32
  I
• 33:33
  said,
• 33:33
  like,
• 33:33
  anytime
• 33:34
  I
• 33:34
  can
• 33:34
  have
• 33:34
  a
• 33:34
  conversation
• 33:35
  where
• 33:35
  I
• 33:35
  come
• 33:35
  away
• 33:36
  with,
• 33:36
  you
• 33:36
  know,
• 33:37
  a
• 33:37
  framework
• 33:37
  for
• 33:38
  the
• 33:38
  building
• 33:38
  blocks
• 33:39
  of
• 33:39
  how
• 33:39
  to
• 33:39
  think
• 33:39
  about
• 33:40
  something
• 33:40
  and
• 33:40
  then
• 33:41
  the,
• 33:42
  the,
• 33:42
  the
• 33:42
  steps
• 33:43
  I
• 33:43
  need
• 33:43
  to
• 33:43
  take
• 33:44
  to
• 33:44
  execute
• 33:44
  it
• 33:45
  correctly.
• 33:45
  I
• 33:45
  know
• 33:45
  it's
• 33:45
  been
• 33:46
  a
• 33:46
  really
• 33:46
  successful
• 33:47
  podcast
• 33:47
  conversations,
• 33:48
  so
• 33:48
  thank
• 33:48
  you
• 33:48
  for
• 33:49
  that.
• 33:49
  If
• 33:50
  people
• 33:50
  want
• 33:50
  to
• 33:50
  get
• 33:50
  in
• 33:50
  touch
• 33:51
  with
• 33:51
  you,
• 33:51
  what's,
• 33:51
  what's
• 33:52
  the
• 33:52
  best
• 33:52
  way
• 33:52
  for
• 33:52
  them
• 33:52
  to
• 33:53
  do
• 33:53
  that,
• 33:53
  you
• 33:53
  or
• 33:53
  anyone
• 33:54
  at
• 33:54
  extuitive.
• 33:55
  Yeah.
• 33:55
  First
• 33:56
  of
• 33:56
  all,
• 33:56
  Chris,
• 33:56
  been
• 33:56
  such
• 33:56
  a
• 33:57
  pleasure,
• 33:57
  so
• 33:57
  thanks
• 33:57
  for
• 33:57
  having
• 33:58
  me
• 33:58
  on
• 33:59
  would
• 33:59
  love
• 33:59
  to
• 33:59
  continue
• 34:00
  the
• 34:00
  conversation
• 34:00
  in
• 34:00
  the
• 34:01
  months
• 34:01
  and
• 34:01
  years
• 34:01
  to
• 34:01
  come.
• 34:03
  If
• 34:03
  people
• 34:03
  are
• 34:03
  interested,
• 34:04
  I
• 34:04
  would
• 34:04
  encourage
• 34:05
  them
• 34:05
  to
• 34:05
  go
• 34:05
  to
• 34:05
  ext.com
• 34:07
  which
• 34:07
  is
• 34:07
  with
• 34:07
  ex.
• 34:08
  Then
• 34:09
  Twitter.
• 34:11
  Or
• 34:11
  they
• 34:12
  can
• 34:12
  go
• 34:12
  there,
• 34:12
  find,
• 34:13
  find
• 34:14
  the
• 34:14
  team,
• 34:15
  reach
• 34:15
  out
• 34:15
  to
• 34:16
  us.
• 34:16
  But
• 34:16
  you
• 34:16
  can
• 34:16
  also
• 34:17
  email
• 34:17
  me
• 34:17
  directly
• 34:18
  at
• 34:18
  armen
• 34:19
  armenextuitive.com
• 34:20
  as
• 34:20
  well.
• 34:21
  Awesome.
• 34:21
  Well,
• 34:21
  Armin,
• 34:22
  again,
• 34:22
  thank
• 34:22
  you
• 34:23
  so
• 34:23
  much
• 34:23
  for
• 34:23
  joining
• 34:24
  us.
• 34:24
  That
• 34:25
  wraps
• 34:25
  up
• 34:25
  today's
• 34:26
  conversation.
• 34:27
  This
• 34:27
  podcast
• 34:27
  was
• 34:28
  produced,
• 34:28
  of
• 34:28
  course,
• 34:28
  with
• 34:28
  the
• 34:29
  help
• 34:29
  and
• 34:29
  support
• 34:29
  of
• 34:29
  our
• 34:30
  fabulous
• 34:30
  producer,
• 34:31
  Ella
• 34:31
  Sirjord,
• 34:32
  and
• 34:32
  on
• 34:32
  behalf
• 34:32
  of
• 34:33
  Ella,
• 34:33
  myself
• 34:34
  and
• 34:34
  everyone
• 34:34
  at
• 34:34
  Omnitalk
• 34:35
  Retail.
• 34:35
  As
• 34:36
  always,
• 34:36
  be
• 34:37
  careful
• 34:37
  out
• 34:37
  there.