Latest / Kids Media Club Podcast / Why Ad Dollars Haven't Followed Kids Audiences — and How to Fix It, with WildBrain's Emma Witkowski

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Why Ad Dollars Haven't Followed Kids Audiences — and How to Fix It, with WildBrain's Emma Witkowski · Kids Media Club Podcast

• 0:00
  The
• 0:00
  Kids
• 0:00
  Streamersphere
• 0:01
  and
• 0:01
  Kids
• 0:01
  Media
• 0:02
  Club
• 0:02
  Podcast
• 0:02
  are
• 0:03
  partnering
• 0:03
  with
• 0:03
  WildBrain
• 0:04
  Media
• 0:04
  Solutions
• 0:04
  over
• 0:04
  the
• 0:05
  next
• 0:05
  few
• 0:05
  weeks
• 0:05
  for
• 0:05
  a
• 0:06
  series
• 0:06
  on
• 0:06
  where
• 0:06
  kids
• 0:07
  and
• 0:07
  families
• 0:07
  are
• 0:07
  actually
• 0:08
  watching
• 0:08
  in
• 0:08
  2026
• 0:09
  and
• 0:09
  why
• 0:10
  the
• 0:10
  advertising
• 0:10
  industry
• 0:11
  hasn't
• 0:11
  caught
• 0:11
  up.
• 0:12
  We
• 0:12
  really
• 0:13
  appreciate
• 0:13
  their
• 0:13
  support
• 0:13
  and
• 0:14
  sponsorship
• 0:14
  in
• 0:14
  keeping
• 0:15
  the
• 0:15
  work
• 0:15
  we
• 0:15
  do
• 0:15
  accessible
• 0:16
  for
• 0:16
  the
• 0:16
  industry.
• 0:23
  Hello
• 0:23
  and
• 0:23
  welcome
• 0:24
  to
• 0:24
  another
• 0:24
  episode
• 0:25
  of
• 0:25
  the
• 0:25
  Kids
• 0:25
  Media
• 0:26
  Club
• 0:26
  Podcast.
• 0:27
  I'm
• 0:27
  Andy
• 0:27
  Williams.
• 0:28
  Welcome
• 0:29
  along.
• 0:29
  I'm
• 0:29
  Jo
• 0:29
  Redfern.
• 0:30
  I'm
• 0:31
  Emily
• 0:31
  Horgan.
• 0:31
  And
• 0:31
  we're
• 0:32
  back
• 0:32
  again
• 0:32
  Today
• 0:33
  speaking
• 0:33
  with
• 0:33
  WildBrain.
• 0:34
  Today
• 0:34
  we're
• 0:34
  speaking
• 0:35
  with
• 0:35
  Emma
• 0:35
  Wachowski,
• 0:35
  the
• 0:36
  VP
• 0:36
  of
• 0:36
  Media
• 0:36
  Solutions.
• 0:37
  Hey,
• 0:37
  Emma,
• 0:37
  how's
• 0:37
  it
• 0:38
  going?
• 0:39
  Hey.
• 0:39
  Good.
• 0:40
  Nice
• 0:40
  to
• 0:40
  be
• 0:40
  here.
• 0:41
  Thank
• 0:41
  you
• 0:41
  for
• 0:41
  having
• 0:41
  me.
• 0:42
  Really
• 0:43
  delighted
• 0:43
  to
• 0:43
  have
• 0:43
  you
• 0:43
  here.
• 0:44
  I
• 0:44
  think
• 0:45
  advertising
• 0:46
  is
• 0:46
  becoming
• 0:46
  such
• 0:46
  a
• 0:46
  central
• 0:47
  thing
• 0:47
  that
• 0:48
  needs
• 0:48
  to
• 0:48
  be
• 0:48
  considered
• 0:49
  within
• 0:50
  kids
• 0:50
  media,
• 0:50
  and
• 0:50
  I
• 0:51
  kind
• 0:51
  of
• 0:51
  feel
• 0:51
  like
• 0:51
  there's
• 0:52
  plenty
• 0:52
  of
• 0:52
  groups
• 0:52
  out
• 0:53
  there
• 0:53
  who
• 0:53
  maybe
• 0:53
  aren't
• 0:54
  as
• 0:54
  familiar
• 0:54
  with
• 0:55
  all
• 0:55
  of
• 0:55
  the
• 0:55
  considerations
• 0:56
  around
• 0:56
  it,
• 0:56
  all
• 0:56
  the
• 0:57
  challenges
• 0:57
  with
• 0:57
  it,
• 0:58
  but
• 0:58
  people
• 0:58
  are
• 0:59
  needing
• 0:59
  to
• 0:59
  learn
• 0:59
  an
• 0:59
  awful
• 1:00
  lot
• 1:00
  about
• 1:00
  it.
• 1:00
  I
• 1:01
  mean,
• 1:01
  what
• 1:01
  are
• 1:02
  the
• 1:02
  key
• 1:02
  things
• 1:02
  in
• 1:02
  the
• 1:02
  landscape
• 1:03
  that
• 1:03
  have
• 1:03
  kind
• 1:03
  of
• 1:03
  changed
• 1:04
  or
• 1:04
  sharpening
• 1:04
  this
• 1:05
  at
• 1:05
  the
• 1:05
  moment
• 1:05
  for
• 1:05
  you?
• 1:06
  I
• 1:06
  mean,
• 1:06
  I
• 1:07
  know
• 1:07
  you
• 1:07
  can
• 1:07
  talk
• 1:07
  for
• 1:07
  hours
• 1:07
  about
• 1:08
  them,
• 1:08
  but
• 1:08
  what
• 1:09
  are
• 1:09
  the
• 1:09
  key
• 1:09
  things
• 1:09
  that
• 1:09
  you're
• 1:10
  considering?
• 1:11
  Yeah,
• 1:12
  I
• 1:12
  mean,
• 1:12
  I
• 1:12
  think
• 1:12
  at
• 1:12
  a
• 1:13
  very
• 1:13
  high
• 1:13
  level
• 1:13
  it's
• 1:14
  about
• 1:14
  the
• 1:15
  role
• 1:15
  that
• 1:15
  advertising
• 1:16
  plays
• 1:17
  in
• 1:17
  the
• 1:18
  wider
• 1:19
  kids
• 1:20
  programming
• 1:20
  ecosystem.
• 1:22
  And
• 1:22
  what
• 1:22
  I
• 1:22
  mean
• 1:22
  about
• 1:23
  that
• 1:23
  is,
• 1:23
  to
• 1:24
  date,
• 1:24
  kids
• 1:25
  content
• 1:25
  has
• 1:26
  been
• 1:26
  primarily
• 1:26
  funded
• 1:27
  by
• 1:28
  public
• 1:28
  broadcasters
• 1:29
  or
• 1:29
  by
• 1:29
  advertising.
• 1:30
  And
• 1:31
  both
• 1:31
  of
• 1:31
  those
• 1:31
  streams
• 1:32
  of
• 1:32
  revenue
• 1:32
  are
• 1:32
  under
• 1:33
  pressure
• 1:34
  because
• 1:34
  what
• 1:34
  we've
• 1:34
  seen
• 1:35
  is
• 1:35
  that
• 1:35
  audiences
• 1:35
  have
• 1:36
  fragmented
• 1:37
  away
• 1:37
  from
• 1:37
  linear
• 1:37
  TV
• 1:38
  to
• 1:39
  many
• 1:39
  different
• 1:39
  places,
• 1:40
  including
• 1:40
  YouTube,
• 1:41
  including
• 1:42
  fast
• 1:42
  connected
• 1:43
  TV.
• 1:44
  But
• 1:44
  ad
• 1:44
  dollars
• 1:44
  haven't
• 1:45
  migrated
• 1:45
  with
• 1:45
  it.
• 1:46
  So
• 1:47
  because
• 1:47
  of
• 1:47
  that,
• 1:48
  there's
• 1:48
  a
• 1:48
  lot
• 1:48
  of
• 1:48
  pressure
• 1:49
  on
• 1:49
  the
• 1:49
  industry
• 1:49
  for
• 1:50
  how
• 1:50
  do
• 1:50
  we
• 1:50
  continue
• 1:50
  to
• 1:51
  fund
• 1:51
  great
• 1:52
  kids
• 1:52
  content
• 1:53
  for
• 1:53
  the
• 1:53
  next
• 1:53
  generation,
• 1:54
  the
• 1:54
  generation
• 1:55
  after
• 1:55
  that
• 1:55
  to
• 1:55
  come?
• 1:56
  And
• 1:56
  then
• 1:56
  the
• 1:56
  other
• 1:57
  part
• 1:57
  of
• 1:57
  it,
• 1:57
  which
• 1:57
  is
• 1:58
  a
• 1:58
  big
• 1:58
  part
• 1:58
  of
• 1:58
  it,
• 1:58
  is,
• 1:59
  you
• 1:59
  know,
• 1:59
  the
• 1:59
  updates
• 2:00
  in
• 2:00
  compliance
• 2:01
  around
• 2:01
  COPA
• 2:02
  2.0
• 2:03
  and
• 2:03
  what
• 2:04
  that
• 2:04
  means
• 2:04
  to
• 2:04
  advertisers.
• 2:05
  So
• 2:06
  I'm.
• 2:06
  I'm
• 2:06
  so
• 2:07
  passionate
• 2:07
  about
• 2:07
  all
• 2:07
  this
• 2:07
  stuff,
• 2:08
  so
• 2:08
  I
• 2:08
  can't
• 2:08
  wait
• 2:08
  to
• 2:09
  dig
• 2:09
  in
• 2:09
  a
• 2:10
  little
• 2:10
  bit
• 2:10
  more
• 2:10
  on
• 2:10
  these
• 2:11
  meaty
• 2:11
  topics.
• 2:13
  That
• 2:13
  first
• 2:13
  point
• 2:13
  is
• 2:14
  really
• 2:14
  interesting.
• 2:15
  Why,
• 2:15
  why
• 2:16
  haven't
• 2:16
  the
• 2:16
  ad
• 2:17
  dollars
• 2:18
  moved
• 2:18
  with
• 2:19
  the
• 2:19
  audience?
• 2:20
  It.
• 2:21
  It
• 2:21
  is
• 2:21
  interesting
• 2:22
  and
• 2:22
  I
• 2:23
  think
• 2:23
  for
• 2:23
  me
• 2:25
  it's
• 2:25
  about
• 2:27
  the
• 2:27
  fact
• 2:27
  that
• 2:27
  they,
• 2:28
  they
• 2:28
  haven't
• 2:28
  flowed.
• 2:29
  Whether
• 2:29
  it
• 2:29
  is
• 2:30
  dollars,
• 2:30
  it's
• 2:31
  euros,
• 2:31
  it's
• 2:32
  pounds,
• 2:32
  where
• 2:32
  wherever
• 2:33
  you're
• 2:33
  listening
• 2:33
  from,
• 2:34
  they
• 2:34
  haven't
• 2:34
  flowed.
• 2:34
  The
• 2:35
  audience,
• 2:35
  the
• 2:35
  audience
• 2:35
  has
• 2:36
  moved.
• 2:36
  Ad
• 2:36
  dollars
• 2:37
  are
• 2:37
  slow
• 2:37
  to
• 2:37
  flow.
• 2:38
  The
• 2:38
  biggest
• 2:38
  challenge
• 2:39
  I
• 2:39
  see
• 2:39
  is
• 2:40
  really
• 2:40
  around
• 2:40
  these
• 2:41
  environments.
• 2:42
  They're
• 2:42
  now
• 2:42
  digital,
• 2:44
  that
• 2:44
  brands
• 2:45
  expect
• 2:45
  to
• 2:46
  be
• 2:46
  able
• 2:46
  to
• 2:46
  apply
• 2:47
  digital
• 2:47
  logic
• 2:48
  to
• 2:48
  them.
• 2:50
  So
• 2:50
  they're
• 2:50
  trying
• 2:50
  to
• 2:51
  do
• 2:51
  adult
• 2:52
  digital
• 2:52
  standards
• 2:53
  in
• 2:53
  kids
• 2:54
  media
• 2:54
  and
• 2:55
  it
• 2:55
  simply
• 2:55
  doesn't
• 2:56
  fit
• 2:56
  the
• 2:57
  mold,
• 2:57
  you
• 2:58
  know,
• 2:58
  it
• 2:58
  made
• 2:58
  for
• 2:58
  kids.
• 2:59
  We
• 2:59
  can't
• 2:59
  have
• 2:59
  cookies,
• 3:00
  we
• 3:00
  can't
• 3:00
  have
• 3:00
  device
• 3:01
  IDs,
• 3:02
  conversion
• 3:02
  pixels,
• 3:03
  multi
• 3:04
  touch,
• 3:04
  attribution.
• 3:05
  All
• 3:05
  these
• 3:06
  metrics
• 3:07
  and
• 3:07
  measurement
• 3:08
  things
• 3:09
  aren't
• 3:09
  available
• 3:10
  in
• 3:10
  made
• 3:10
  for
• 3:10
  kids.
• 3:11
  And
• 3:11
  that's
• 3:11
  not
• 3:11
  because
• 3:11
  something
• 3:12
  is
• 3:12
  broken,
• 3:13
  but
• 3:13
  it's
• 3:13
  because
• 3:14
  it's
• 3:15
  doing
• 3:15
  what
• 3:15
  it's
• 3:15
  supposed
• 3:15
  to
• 3:16
  do
• 3:16
  and
• 3:16
  that
• 3:16
  is
• 3:16
  to
• 3:17
  protect
• 3:17
  children.
• 3:18
  So
• 3:18
  this
• 3:19
  doesn't
• 3:19
  mean
• 3:19
  that
• 3:20
  kids
• 3:20
  media
• 3:21
  is
• 3:21
  any
• 3:21
  less
• 3:22
  effective.
• 3:23
  It
• 3:23
  means
• 3:23
  it
• 3:24
  must
• 3:24
  be
• 3:24
  valued
• 3:25
  very,
• 3:25
  very
• 3:25
  differently.
• 3:26
  So
• 3:27
  success
• 3:27
  here
• 3:27
  really
• 3:28
  comes
• 3:28
  from
• 3:28
  like
• 3:29
  context
• 3:29
  around
• 3:30
  trust,
• 3:31
  scale
• 3:31
  alignment
• 3:32
  with
• 3:32
  premium
• 3:33
  environments,
• 3:34
  success.
• 3:35
  So
• 3:35
  I
• 3:35
  think
• 3:35
  the
• 3:35
  question
• 3:35
  for
• 3:36
  advertisers
• 3:37
  becomes
• 3:39
  how
• 3:39
  do
• 3:39
  we
• 3:39
  move
• 3:40
  away
• 3:40
  from
• 3:41
  what's
• 3:41
  easy
• 3:41
  to
• 3:41
  measure
• 3:42
  to
• 3:43
  what's
• 3:43
  actually
• 3:44
  meaningful?
• 3:45
  Because
• 3:45
  it
• 3:45
  forms
• 3:46
  a
• 3:46
  completely
• 3:46
  different
• 3:47
  mindset
• 3:48
  right
• 3:48
  now.
• 3:49
  Everyone
• 3:49
  is
• 3:49
  so
• 3:50
  used
• 3:50
  to
• 3:50
  having
• 3:50
  dashboards
• 3:51
  of
• 3:51
  data,
• 3:53
  but
• 3:53
  it's
• 3:53
  really
• 3:54
  uncomfortable
• 3:55
  to
• 3:55
  ask
• 3:56
  advertisers
• 3:57
  and
• 3:57
  media
• 3:57
  agencies
• 3:58
  to
• 3:58
  move
• 3:58
  outside
• 3:59
  of
• 3:59
  that.
• 4:00
  Just
• 4:01
  I'm
• 4:02
  interested
• 4:02
  to
• 4:02
  dig
• 4:02
  into
• 4:03
  that
• 4:03
  and
• 4:03
  we
• 4:03
  can
• 4:03
  get
• 4:03
  through
• 4:04
  the
• 4:04
  other
• 4:04
  side
• 4:04
  of
• 4:04
  it
• 4:04
  in
• 4:04
  a
• 4:05
  minute
• 4:05
  in
• 4:05
  terms
• 4:05
  of
• 4:06
  how
• 4:06
  do
• 4:07
  we
• 4:07
  fix
• 4:07
  it.
• 4:07
  But
• 4:08
  it
• 4:09
  does
• 4:09
  appear
• 4:10
  that
• 4:11
  advertising
• 4:12
  around
• 4:12
  kids
• 4:12
  media
• 4:12
  has
• 4:13
  always
• 4:13
  happened.
• 4:13
  We
• 4:14
  tend
• 4:14
  to
• 4:14
  forget
• 4:14
  that
• 4:15
  we
• 4:15
  watched
• 4:16
  ads
• 4:16
  on
• 4:16
  linear
• 4:17
  TV
• 4:18
  as
• 4:18
  kids
• 4:19
  around
• 4:19
  kids
• 4:20
  content.
• 4:20
  So
• 4:20
  it's
• 4:20
  always
• 4:21
  happened,
• 4:21
  but
• 4:22
  it
• 4:22
  was
• 4:22
  balanced
• 4:23
  by
• 4:23
  that
• 4:23
  funding,
• 4:23
  by
• 4:24
  that
• 4:24
  commissions
• 4:25
  and
• 4:25
  now
• 4:25
  we
• 4:25
  live
• 4:26
  in
• 4:26
  an
• 4:26
  ad
• 4:26
  funded
• 4:26
  world,
• 4:27
  as
• 4:27
  you
• 4:27
  said.
• 4:27
  What's
• 4:28
  interesting,
• 4:29
  as
• 4:29
  someone
• 4:29
  who's
• 4:30
  been
• 4:30
  increasingly
• 4:31
  looking
• 4:31
  into
• 4:31
  this
• 4:32
  space,
• 4:32
  as
• 4:33
  we
• 4:33
  all
• 4:33
  have
• 4:33
  in
• 4:33
  the
• 4:34
  last
• 4:34
  12
• 4:34
  months,
• 4:35
  as
• 4:35
  Emily
• 4:35
  said,
• 4:35
  you
• 4:35
  kind
• 4:36
  of
• 4:36
  got
• 4:36
  to
• 4:36
  understand
• 4:37
  the
• 4:38
  ad
• 4:38
  market
• 4:38
  now
• 4:39
  because
• 4:39
  we
• 4:39
  live
• 4:39
  in
• 4:39
  an
• 4:40
  ad
• 4:40
  funded
• 4:40
  world.
• 4:41
  The
• 4:42
  ad
• 4:42
  free
• 4:42
  viewing
• 4:43
  experience
• 4:43
  is
• 4:44
  due
• 4:44
  to
• 4:44
  go
• 4:44
  extinct
• 4:45
  this
• 4:45
  year
• 4:45
  as
• 4:45
  I
• 4:45
  heard
• 4:46
  recently
• 4:46
  at
• 4:47
  a,
• 4:47
  a
• 4:48
  conference,
• 4:48
  which
• 4:49
  is
• 4:49
  crazy.
• 4:51
  But
• 4:51
  it,
• 4:52
  it
• 4:52
  seems
• 4:52
  to
• 4:52
  me
• 4:53
  to,
• 4:53
  to,
• 4:53
  to
• 4:53
  your
• 4:54
  point
• 4:54
  that
• 4:55
  unfortunately
• 4:57
  when
• 4:58
  the
• 4:58
  number
• 4:58
  of
• 4:59
  digital
• 4:59
  touch
• 4:59
  points
• 5:00
  expanded
• 5:01
  exponentially
• 5:02
  and
• 5:02
  the
• 5:02
  technology
• 5:03
  was
• 5:03
  there
• 5:03
  to
• 5:03
  kind
• 5:04
  of
• 5:04
  buy
• 5:04
  those
• 5:05
  against
• 5:05
  adult
• 5:06
  content
• 5:06
  en
• 5:07
  masse,
• 5:07
  you
• 5:07
  know,
• 5:07
  you
• 5:07
  just
• 5:08
  put
• 5:08
  in
• 5:08
  a
• 5:08
  few
• 5:08
  parameters
• 5:09
  and
• 5:09
  poof,
• 5:09
  you
• 5:10
  know,
• 5:10
  you're
• 5:10
  buying,
• 5:11
  your
• 5:11
  buying
• 5:11
  was
• 5:12
  done
• 5:12
  for
• 5:12
  you
• 5:12
  automatically
• 5:13
  through,
• 5:13
  through
• 5:13
  a
• 5:14
  black
• 5:14
  box.
• 5:14
  What
• 5:14
  it
• 5:15
  failed
• 5:15
  to
• 5:15
  capture
• 5:15
  is
• 5:16
  that
• 5:16
  kids
• 5:16
  content
• 5:17
  is
• 5:17
  so
• 5:17
  very
• 5:18
  unique,
• 5:19
  the
• 5:19
  audience
• 5:19
  is
• 5:19
  so
• 5:20
  very
• 5:20
  unique.
• 5:20
  Yes,
• 5:21
  they
• 5:21
  need
• 5:21
  protecting,
• 5:22
  but
• 5:22
  also
• 5:23
  they
• 5:23
  consume
• 5:24
  in
• 5:24
  a
• 5:24
  very
• 5:24
  different
• 5:25
  way.
• 5:25
  And
• 5:25
  that
• 5:25
  just,
• 5:26
  it
• 5:26
  feels
• 5:26
  like
• 5:26
  it
• 5:26
  fell
• 5:27
  down
• 5:27
  the
• 5:27
  gaps
• 5:28
  down
• 5:28
  the
• 5:28
  Cracks,
• 5:29
  really
• 5:29
  of
• 5:29
  modern
• 5:30
  advertising
• 5:31
  buying.
• 5:31
  Would
• 5:31
  you
• 5:32
  agree
• 5:32
  with
• 5:32
  that?
• 5:32
  And
• 5:33
  what
• 5:33
  do
• 5:33
  you
• 5:33
  think
• 5:34
  the
• 5:34
  solution
• 5:34
  is
• 5:34
  moving
• 5:35
  forward
• 5:35
  then
• 5:35
  so
• 5:36
  it
• 5:36
  doesn't
• 5:36
  get
• 5:36
  stuck
• 5:36
  in
• 5:37
  those
• 5:37
  cracks?
• 5:38
  Yeah,
• 5:38
  I
• 5:38
  think
• 5:38
  a
• 5:38
  big
• 5:39
  part
• 5:39
  of
• 5:39
  it
• 5:39
  was
• 5:39
  the
• 5:39
  shift
• 5:40
  to
• 5:40
  programmatic
• 5:40
  buying
• 5:41
  and
• 5:42
  automation.
• 5:43
  So
• 5:44
  when
• 5:44
  I
• 5:44
  think
• 5:44
  about
• 5:44
  the
• 5:45
  trade
• 5:45
  desk,
• 5:45
  and
• 5:45
  maybe
• 5:46
  if
• 5:46
  I
• 5:46
  take
• 5:46
  a
• 5:46
  step
• 5:46
  back
• 5:47
  and
• 5:47
  talk
• 5:47
  about,
• 5:47
  you
• 5:48
  know,
• 5:48
  what
• 5:48
  the
• 5:48
  trade
• 5:48
  desk
• 5:49
  is,
• 5:49
  is
• 5:49
  a
• 5:50
  dsp,
• 5:51
  which
• 5:51
  is
• 5:51
  a
• 5:51
  demand
• 5:52
  side
• 5:52
  platform.
• 5:53
  Essentially
• 5:54
  it's
• 5:54
  the
• 5:54
  buying
• 5:55
  tool
• 5:55
  that
• 5:55
  advertisers
• 5:56
  use
• 5:56
  to
• 5:56
  purchase
• 5:57
  digital
• 5:57
  media
• 5:58
  at
• 5:58
  scale
• 5:59
  across
• 5:59
  thousands
• 6:00
  of
• 6:00
  different
• 6:00
  sites
• 6:01
  using
• 6:01
  Data
• 6:02
  and
• 6:02
  Automation.
• 6:03
  ESPs
• 6:04
  are
• 6:04
  incredibly
• 6:05
  powerful
• 6:05
  platforms,
• 6:06
  but
• 6:06
  they're
• 6:06
  built
• 6:07
  primarily
• 6:08
  for
• 6:08
  addressable
• 6:09
  data
• 6:09
  driven
• 6:10
  advertising,
• 6:11
  which
• 6:11
  is
• 6:11
  something
• 6:12
  that
• 6:12
  we
• 6:12
  cannot
• 6:13
  do
• 6:13
  within
• 6:13
  the
• 6:13
  Made
• 6:14
  for
• 6:14
  Kids
• 6:14
  space.
• 6:16
  So
• 6:16
  there's
• 6:16
  a
• 6:16
  real
• 6:16
  issue
• 6:17
  here
• 6:17
  because
• 6:17
  some
• 6:18
  of
• 6:18
  the
• 6:18
  largest
• 6:18
  DSPs
• 6:19
  in
• 6:19
  the
• 6:20
  world
• 6:20
  don't
• 6:20
  even
• 6:20
  allow
• 6:21
  kids
• 6:21
  inventory
• 6:22
  into
• 6:22
  their
• 6:22
  platform
• 6:22
  platforms.
• 6:23
  Wow.
• 6:24
  And
• 6:24
  you
• 6:25
  know,
• 6:25
  they're
• 6:26
  intentionally
• 6:27
  blocking
• 6:27
  anything
• 6:28
  that
• 6:28
  is
• 6:28
  tagged
• 6:29
  as
• 6:29
  COPA
• 6:29
  compliant,
• 6:30
  which
• 6:30
  essentially
• 6:31
  is
• 6:31
  all
• 6:31
  Made
• 6:31
  for
• 6:31
  Kids
• 6:32
  inventory.
• 6:32
  And
• 6:33
  they're
• 6:33
  not
• 6:33
  doing
• 6:33
  it
• 6:33
  because
• 6:34
  it's
• 6:34
  unsafe
• 6:34
  inventory,
• 6:35
  they're
• 6:36
  doing
• 6:36
  it
• 6:36
  because
• 6:36
  they
• 6:37
  can't
• 6:37
  collect
• 6:37
  data
• 6:38
  or
• 6:38
  the
• 6:39
  things
• 6:39
  that
• 6:39
  their
• 6:39
  platforms
• 6:40
  are
• 6:40
  really
• 6:40
  designed
• 6:41
  around.
• 6:42
  Yeah,
• 6:42
  or
• 6:42
  they're
• 6:43
  worried
• 6:43
  about
• 6:43
  getting
• 6:44
  sued.
• 6:45
  Exactly.
• 6:45
  Broken
• 6:46
  a
• 6:46
  law.
• 6:46
  Yeah,
• 6:47
  exactly.
• 6:47
  But
• 6:47
  like
• 6:48
  the
• 6:48
  trade
• 6:48
  Desk
• 6:48
  and
• 6:48
  Amazon
• 6:49
  DSPs
• 6:49
  are
• 6:49
  a
• 6:50
  good
• 6:50
  example
• 6:50
  of
• 6:50
  this.
• 6:51
  I
• 6:51
  have
• 6:51
  toy
• 6:51
  clients
• 6:52
  that
• 6:52
  are
• 6:52
  actively
• 6:53
  using
• 6:53
  Amazon's
• 6:53
  DSP
• 6:54
  who
• 6:54
  want
• 6:55
  to
• 6:55
  reach
• 6:55
  kids.
• 6:55
  And
• 6:55
  parents
• 6:56
  literally
• 6:57
  cannot
• 6:57
  see
• 6:57
  or
• 6:58
  buy
• 6:58
  ads
• 6:58
  in
• 6:58
  kids
• 6:59
  content,
• 7:00
  even
• 7:00
  when
• 7:00
  it's
• 7:00
  broadcast
• 7:01
  quality,
• 7:02
  premium,
• 7:02
  brand
• 7:03
  safe,
• 7:03
  fully
• 7:04
  compliant.
• 7:05
  And
• 7:05
  I.
• 7:05
  The
• 7:06
  point,
• 7:06
  Joe,
• 7:06
  about,
• 7:07
  you
• 7:07
  know,
• 7:07
  they
• 7:07
  don't
• 7:07
  want
• 7:07
  to
• 7:08
  get
• 7:08
  sued.
• 7:09
  You
• 7:09
  know,
• 7:09
  we
• 7:10
  are,
• 7:10
  we've
• 7:11
  been
• 7:11
  in
• 7:11
  the
• 7:11
  made
• 7:11
  for
• 7:11
  Kids
• 7:11
  business
• 7:12
  for
• 7:12
  a
• 7:12
  long
• 7:13
  time.
• 7:13
  We
• 7:13
  operate
• 7:14
  one
• 7:14
  of
• 7:14
  the
• 7:14
  largest
• 7:15
  networks
• 7:15
  on
• 7:16
  YouTube.
• 7:17
  We're
• 7:17
  currently
• 7:17
  operating
• 7:18
  about
• 7:19
  50%
• 7:19
  of
• 7:20
  the
• 7:20
  fast
• 7:20
  real
• 7:21
  estate.
• 7:21
  So
• 7:22
  we
• 7:22
  are
• 7:22
  experts
• 7:23
  in
• 7:23
  it.
• 7:23
  We
• 7:23
  are
• 7:23
  safely
• 7:24
  delivering
• 7:25
  advertising
• 7:26
  to
• 7:26
  kids
• 7:26
  and
• 7:26
  their
• 7:27
  parents
• 7:27
  across
• 7:28
  multiple
• 7:28
  platforms.
• 7:30
  So
• 7:31
  this
• 7:31
  is
• 7:32
  something
• 7:32
  that
• 7:32
  I
• 7:32
  think
• 7:32
  we
• 7:33
  could
• 7:33
  dive
• 7:33
  into
• 7:33
  because,
• 7:36
  and
• 7:37
  thank
• 7:37
  you
• 7:37
  for
• 7:37
  explaining
• 7:37
  it
• 7:38
  so
• 7:38
  clearly
• 7:38
  because
• 7:38
  I
• 7:39
  do
• 7:39
  genuinely
• 7:39
  think
• 7:40
  that
• 7:40
  there's
• 7:40
  a
• 7:40
  lot
• 7:40
  of
• 7:40
  people
• 7:41
  in
• 7:41
  and
• 7:41
  around
• 7:41
  kids
• 7:41
  media
• 7:42
  that
• 7:42
  don't
• 7:42
  understand
• 7:44
  actually
• 7:44
  that
• 7:44
  this
• 7:45
  is
• 7:45
  a
• 7:46
  problem.
• 7:47
  Of
• 7:47
  course
• 7:47
  we
• 7:47
  want
• 7:47
  to
• 7:48
  protect
• 7:48
  kids,
• 7:48
  of
• 7:49
  course
• 7:49
  we
• 7:49
  don't
• 7:49
  want
• 7:49
  their
• 7:49
  data
• 7:50
  harvested.
• 7:50
  But
• 7:51
  if
• 7:51
  that
• 7:51
  then
• 7:52
  turns
• 7:52
  off
• 7:52
  the
• 7:52
  supply
• 7:53
  of
• 7:54
  ad
• 7:54
  dollars
• 7:55
  which
• 7:55
  then
• 7:56
  at
• 7:56
  some
• 7:56
  point
• 7:56
  flows
• 7:57
  back
• 7:57
  into
• 7:57
  the
• 7:57
  ecosystem
• 7:58
  and
• 7:58
  might
• 7:59
  help
• 7:59
  get
• 7:59
  more
• 7:59
  stuff
• 8:00
  made,
• 8:00
  then
• 8:00
  we
• 8:00
  have
• 8:01
  to
• 8:01
  talk
• 8:01
  about
• 8:01
  it
• 8:01
  and
• 8:01
  we
• 8:02
  have
• 8:02
  to
• 8:02
  address
• 8:02
  it.
• 8:02
  I
• 8:03
  think
• 8:03
  there
• 8:03
  is
• 8:04
  one,
• 8:04
  a
• 8:04
  misunderstanding
• 8:05
  of
• 8:05
  advertising.
• 8:06
  Two,
• 8:06
  it
• 8:06
  feels
• 8:06
  a
• 8:07
  little
• 8:07
  bit
• 8:07
  grubby
• 8:07
  when
• 8:07
  you're
• 8:08
  in
• 8:08
  the
• 8:08
  business.
• 8:08
  Of
• 8:08
  making
• 8:09
  good
• 8:09
  quality
• 8:09
  kids
• 8:10
  media.
• 8:10
  But
• 8:10
  actually
• 8:11
  we
• 8:11
  do
• 8:11
  have
• 8:11
  to
• 8:11
  talk
• 8:12
  about
• 8:12
  this
• 8:13
  because
• 8:13
  we
• 8:13
  already
• 8:14
  know
• 8:14
  the
• 8:14
  supply
• 8:14
  of
• 8:15
  funding
• 8:15
  from
• 8:15
  commissioners
• 8:16
  is
• 8:17
  drying
• 8:17
  up.
• 8:18
  If
• 8:18
  this
• 8:18
  is
• 8:18
  turned
• 8:19
  off
• 8:19
  too,
• 8:19
  because
• 8:19
  it's
• 8:20
  not
• 8:20
  accessible,
• 8:20
  because
• 8:21
  those
• 8:21
  big
• 8:22
  programmatic
• 8:23
  platforms
• 8:23
  just
• 8:24
  will
• 8:24
  not
• 8:24
  sell
• 8:24
  against
• 8:25
  it,
• 8:25
  then
• 8:25
  that's
• 8:26
  a
• 8:26
  real,
• 8:26
  real
• 8:26
  problem.
• 8:27
  So,
• 8:28
  you
• 8:28
  know,
• 8:28
  thank
• 8:28
  you
• 8:28
  for
• 8:28
  explaining
• 8:29
  that
• 8:29
  because
• 8:29
  I
• 8:29
  do
• 8:29
  think
• 8:30
  it's
• 8:30
  important
• 8:30
  that
• 8:30
  we
• 8:30
  actually
• 8:31
  lay
• 8:31
  that
• 8:31
  out
• 8:31
  for
• 8:32
  a
• 8:32
  lot
• 8:32
  of
• 8:32
  people
• 8:32
  and
• 8:32
  a
• 8:32
  lot
• 8:32
  of
• 8:33
  our
• 8:33
  listeners
• 8:33
  who
• 8:33
  perhaps
• 8:34
  don't
• 8:34
  understand
• 8:34
  it.
• 8:35
  And
• 8:35
  it's,
• 8:35
  you
• 8:35
  know,
• 8:36
  it's
• 8:36
  only
• 8:36
  something
• 8:36
  that
• 8:36
  I've
• 8:37
  really
• 8:37
  gotten
• 8:37
  my
• 8:37
  head
• 8:37
  around
• 8:38
  in,
• 8:38
  in
• 8:38
  recent
• 8:39
  times.
• 8:39
  And
• 8:39
  actually
• 8:40
  it
• 8:40
  is
• 8:40
  a
• 8:40
  real
• 8:41
  problem.
• 8:41
  There's
• 8:41
  a
• 8:41
  lot
• 8:42
  of
• 8:42
  kids
• 8:42
  producers
• 8:42
  that
• 8:43
  understand
• 8:44
  that
• 8:44
  they
• 8:44
  there's
• 8:45
  a
• 8:45
  problem
• 8:45
  with
• 8:45
  the
• 8:46
  monetization
• 8:46
  of
• 8:46
  content
• 8:47
  on
• 8:47
  YouTube,
• 8:48
  but
• 8:48
  they
• 8:48
  don't
• 8:48
  really
• 8:48
  understand
• 8:49
  why.
• 8:49
  And,
• 8:50
  and
• 8:51
  I
• 8:51
  thought
• 8:51
  that
• 8:51
  background
• 8:52
  that
• 8:52
  you
• 8:52
  gave
• 8:52
  on
• 8:52
  that
• 8:52
  was
• 8:53
  really
• 8:53
  illuminating
• 8:53
  and
• 8:54
  really
• 8:54
  helps
• 8:54
  to
• 8:54
  kind
• 8:54
  of
• 8:56
  describe
• 8:56
  the
• 8:56
  landscape
• 8:57
  and
• 8:57
  also
• 8:57
  the
• 8:58
  reasons
• 8:58
  why
• 8:59
  monetization
• 9:00
  for
• 9:00
  kids
• 9:01
  content
• 9:01
  is
• 9:01
  a
• 9:01
  bit
• 9:02
  more
• 9:02
  challenging
• 9:02
  than
• 9:02
  other
• 9:03
  than
• 9:03
  others.
• 9:04
  There's
• 9:04
  a
• 9:04
  second
• 9:05
  layer
• 9:05
  to
• 9:05
  it,
• 9:05
  and
• 9:06
  probably
• 9:06
  a
• 9:06
  third
• 9:06
  as
• 9:07
  well
• 9:07
  that
• 9:07
  I
• 9:07
  can
• 9:07
  come
• 9:07
  onto.
• 9:08
  But
• 9:09
  the
• 9:09
  second
• 9:09
  layer
• 9:09
  is
• 9:09
  that
• 9:10
  for
• 9:10
  the
• 9:10
  DSPs
• 9:11
  that
• 9:11
  do
• 9:11
  allow
• 9:11
  kids
• 9:11
  inventory
• 9:12
  into
• 9:12
  them,
• 9:13
  they
• 9:13
  don't
• 9:14
  have
• 9:14
  it
• 9:14
  automatically
• 9:15
  turned
• 9:15
  on,
• 9:16
  so
• 9:16
  a
• 9:16
  buyer
• 9:16
  has
• 9:16
  to
• 9:17
  request
• 9:17
  it.
• 9:17
  And
• 9:18
  a
• 9:18
  lot
• 9:18
  of
• 9:18
  people
• 9:18
  don't
• 9:19
  know
• 9:19
  that.
• 9:19
  And
• 9:20
  that
• 9:20
  extra
• 9:21
  step
• 9:21
  in
• 9:21
  the
• 9:22
  process
• 9:22
  has
• 9:22
  a
• 9:23
  pretty
• 9:23
  significant
• 9:23
  impact
• 9:24
  on
• 9:24
  how
• 9:25
  much
• 9:25
  publishers
• 9:25
  are
• 9:26
  monetizing
• 9:27
  via
• 9:27
  DSPs.
• 9:28
  And
• 9:28
  if
• 9:29
  we
• 9:29
  take
• 9:29
  this
• 9:29
  back,
• 9:29
  really,
• 9:30
  the
• 9:30
  challenge
• 9:30
  is,
• 9:31
  for
• 9:31
  decades,
• 9:31
  family
• 9:32
  brands,
• 9:32
  family
• 9:33
  travel,
• 9:33
  family
• 9:34
  auto,
• 9:34
  family
• 9:34
  insurance,
• 9:35
  have
• 9:35
  reached
• 9:36
  parents,
• 9:36
  especially
• 9:37
  mums,
• 9:37
  through
• 9:38
  kids
• 9:38
  content
• 9:38
  on
• 9:39
  linear
• 9:39
  tv.
• 9:40
  And
• 9:40
  this
• 9:40
  was
• 9:40
  a
• 9:40
  very
• 9:41
  deliberate
• 9:41
  choice.
• 9:42
  Brands
• 9:42
  knew
• 9:42
  that
• 9:43
  kids
• 9:43
  programming
• 9:43
  was
• 9:44
  where
• 9:44
  family
• 9:44
  decision
• 9:45
  making
• 9:45
  was
• 9:45
  happening.
• 9:47
  So
• 9:47
  now
• 9:47
  the
• 9:48
  DSPs,
• 9:49
  which
• 9:49
  are
• 9:49
  controlling
• 9:50
  a
• 9:50
  significant
• 9:50
  share
• 9:51
  of
• 9:51
  media
• 9:51
  investment,
• 9:52
  aren't
• 9:53
  even
• 9:53
  giving
• 9:53
  brands
• 9:53
  the
• 9:54
  opportunity
• 9:54
  to
• 9:54
  reach
• 9:55
  this
• 9:55
  audience
• 9:55
  segment
• 9:56
  in
• 9:56
  an
• 9:56
  environment
• 9:57
  that's
• 9:58
  important
• 9:58
  to
• 9:58
  them.
• 9:59
  The
• 9:59
  irony
• 10:00
  is
• 10:00
  as
• 10:00
  well
• 10:01
  is
• 10:01
  that
• 10:01
  these
• 10:01
  are
• 10:01
  probably
• 10:02
  the
• 10:02
  most
• 10:02
  safest
• 10:03
  digital
• 10:03
  environments
• 10:04
  that
• 10:05
  are
• 10:05
  out
• 10:05
  there
• 10:05
  because
• 10:05
  they're
• 10:06
  so
• 10:06
  heavily
• 10:06
  regulated.
• 10:07
  Yeah.
• 10:08
  And
• 10:09
  that
• 10:09
  audience,
• 10:10
  we've
• 10:11
  spoken
• 10:11
  for
• 10:11
  years
• 10:12
  about
• 10:12
  pester
• 10:12
  power,
• 10:13
  but
• 10:13
  let's
• 10:13
  not
• 10:14
  put
• 10:14
  it
• 10:14
  in
• 10:14
  a
• 10:14
  negative
• 10:15
  bucket.
• 10:16
  You
• 10:16
  know,
• 10:16
  that
• 10:17
  audience,
• 10:17
  that
• 10:17
  kids
• 10:18
  and
• 10:18
  family
• 10:20
  audience,
• 10:21
  their
• 10:22
  decision
• 10:22
  making
• 10:23
  permeates
• 10:23
  across
• 10:24
  any
• 10:24
  number
• 10:25
  of
• 10:25
  household
• 10:26
  purchases.
• 10:27
  I
• 10:27
  was
• 10:27
  reading
• 10:28
  an
• 10:28
  article
• 10:29
  recently
• 10:29
  where
• 10:29
  it,
• 10:30
  yeah,
• 10:30
  it
• 10:30
  stretches
• 10:31
  into
• 10:31
  what
• 10:32
  subscription
• 10:32
  services
• 10:33
  you,
• 10:33
  you
• 10:34
  don't
• 10:34
  churn
• 10:34
  from
• 10:35
  to
• 10:36
  which
• 10:36
  car
• 10:37
  you
• 10:37
  buy
• 10:37
  next,
• 10:37
  where
• 10:37
  you're
• 10:38
  going
• 10:38
  to
• 10:38
  go
• 10:38
  on
• 10:38
  holiday.
• 10:38
  I
• 10:39
  mean,
• 10:39
  you
• 10:39
  know,
• 10:40
  jokingly,
• 10:41
  in
• 10:41
  the
• 10:41
  kind
• 10:41
  of
• 10:42
  prep
• 10:42
  call
• 10:42
  for
• 10:42
  this,
• 10:42
  we
• 10:42
  talk
• 10:43
  about
• 10:43
  kids
• 10:44
  as
• 10:44
  being
• 10:44
  the
• 10:44
  household
• 10:44
  cmo.
• 10:45
  But
• 10:45
  it
• 10:45
  is
• 10:46
  actually,
• 10:46
  it's.
• 10:47
  There's
• 10:47
  more
• 10:47
  than
• 10:48
  a
• 10:48
  grain
• 10:48
  of
• 10:48
  truth
• 10:48
  in
• 10:48
  that.
• 10:49
  What
• 10:49
  have
• 10:49
  you
• 10:50
  found
• 10:50
  about
• 10:50
  that?
• 10:50
  Because
• 10:51
  I
• 10:51
  know
• 10:51
  this
• 10:51
  is
• 10:51
  something
• 10:51
  that
• 10:52
  you
• 10:52
  look
• 10:52
  into
• 10:52
  and
• 10:52
  you
• 10:53
  research.
• 10:54
  Yeah.
• 10:55
  The
• 10:55
  idea
• 10:56
  of
• 10:56
  pester
• 10:56
  power
• 10:56
  has
• 10:57
  obviously
• 10:57
  been
• 10:57
  around
• 10:57
  a
• 10:57
  long
• 10:58
  time,
• 10:58
  but
• 10:58
  we're
• 10:58
  seeing
• 10:58
  it
• 10:59
  as
• 10:59
  so
• 10:59
  much
• 11:00
  more
• 11:00
  than
• 11:00
  that
• 11:00
  with
• 11:00
  this
• 11:01
  generation.
• 11:02
  It
• 11:02
  really
• 11:02
  is
• 11:03
  real
• 11:03
  influence
• 11:04
  and
• 11:05
  that
• 11:05
  Gen
• 11:05
  Alpha
• 11:05
  is
• 11:06
  sitting
• 11:06
  at
• 11:06
  the
• 11:06
  heart
• 11:07
  of
• 11:07
  the
• 11:07
  family
• 11:07
  ecosystem.
• 11:08
  And
• 11:09
  we
• 11:09
  absolutely
• 11:10
  do
• 11:10
  joke
• 11:10
  about
• 11:11
  them
• 11:11
  being
• 11:11
  the
• 11:12
  household
• 11:13
  cmo,
• 11:13
  but
• 11:14
  I
• 11:14
  think
• 11:16
  it
• 11:16
  starts
• 11:16
  with
• 11:17
  really
• 11:17
  understanding
• 11:17
  who
• 11:17
  Gen
• 11:18
  Alpha
• 11:18
  are
• 11:19
  and
• 11:19
  accepting
• 11:19
  that
• 11:20
  they're
• 11:20
  nothing
• 11:20
  like
• 11:20
  generations
• 11:21
  before
• 11:21
  them.
• 11:22
  You
• 11:22
  can't
• 11:23
  dust
• 11:23
  off
• 11:23
  old
• 11:24
  playbooks
• 11:25
  for,
• 11:25
  you
• 11:25
  know,
• 11:26
  reaching
• 11:26
  kids
• 11:27
  because
• 11:27
  Gen
• 11:28
  Alpha
• 11:28
  have
• 11:28
  grown
• 11:28
  up
• 11:29
  in
• 11:29
  a
• 11:29
  very
• 11:29
  different
• 11:29
  world.
• 11:30
  You
• 11:30
  know,
• 11:30
  they've
• 11:31
  had
• 11:31
  infinite
• 11:31
  choice,
• 11:32
  constant
• 11:33
  content,
• 11:34
  algorithmic
• 11:35
  discovery.
• 11:36
  They
• 11:36
  are
• 11:36
  digitally
• 11:37
  savvy
• 11:37
  from
• 11:38
  a
• 11:38
  very
• 11:38
  early
• 11:39
  age
• 11:39
  and
• 11:39
  this
• 11:40
  is
• 11:40
  probably
• 11:40
  the
• 11:40
  first
• 11:40
  generation
• 11:42
  that's
• 11:42
  been
• 11:42
  like
• 11:42
  that.
• 11:43
  So
• 11:43
  they
• 11:44
  influence
• 11:44
  what
• 11:45
  families
• 11:45
  watch,
• 11:45
  where
• 11:46
  they
• 11:46
  travel,
• 11:46
  what
• 11:47
  they
• 11:47
  buy,
• 11:48
  and
• 11:48
  they
• 11:48
  are
• 11:48
  that
• 11:48
  household
• 11:49
  cpc.
• 11:50
  I
• 11:50
  nearly
• 11:51
  said
• 11:51
  cpm.
• 11:54
  There's
• 11:54
  the
• 11:54
  investment
• 11:55
  person
• 11:56
  in
• 11:56
  me
• 11:56
  coming
• 11:56
  up.
• 11:57
  They
• 11:57
  are
• 11:57
  the
• 11:57
  cmi.
• 11:59
  So.
• 11:59
  And
• 12:00
  I
• 12:00
  think
• 12:00
  that
• 12:00
  resonates
• 12:01
  with
• 12:01
  every
• 12:01
  parent,
• 12:02
  you
• 12:02
  know.
• 12:02
  Oh,
• 12:03
  gosh,
• 12:03
  yeah.
• 12:03
  And
• 12:03
  for
• 12:03
  brands,
• 12:04
  winning
• 12:04
  with
• 12:04
  this
• 12:04
  audience
• 12:05
  means
• 12:05
  you
• 12:05
  have
• 12:06
  to
• 12:06
  earn
• 12:06
  both
• 12:06
  their
• 12:07
  attention
• 12:07
  and
• 12:08
  their
• 12:08
  approval.
• 12:09
  And
• 12:09
  we
• 12:09
  really
• 12:10
  see
• 12:10
  that
• 12:10
  at
• 12:10
  Wild
• 12:11
  Brain
• 12:11
  through
• 12:12
  our
• 12:12
  insights.
• 12:12
  We
• 12:13
  see
• 12:13
  that
• 12:13
  89%
• 12:14
  of
• 12:14
  parents
• 12:15
  say
• 12:15
  their
• 12:15
  kids
• 12:16
  influence
• 12:16
  their
• 12:16
  travel
• 12:17
  decisions
• 12:18
  and
• 12:18
  80%
• 12:19
  say
• 12:19
  kids
• 12:20
  have
• 12:20
  a
• 12:21
  say
• 12:21
  in
• 12:21
  where
• 12:21
  they
• 12:21
  go
• 12:21
  out
• 12:22
  to
• 12:22
  eat.
• 12:22
  They
• 12:23
  even
• 12:23
  have
• 12:23
  a
• 12:23
  say
• 12:24
  in
• 12:24
  what
• 12:24
  car
• 12:25
  their
• 12:25
  family
• 12:25
  should
• 12:25
  be
• 12:26
  driving.
• 12:26
  And
• 12:26
  when
• 12:27
  86%
• 12:27
  of
• 12:28
  wild
• 12:28
  brain
• 12:28
  families
• 12:29
  are
• 12:29
  in
• 12:29
  market
• 12:29
  for
• 12:29
  a
• 12:30
  new
• 12:30
  vehicle,
• 12:30
  this
• 12:31
  is
• 12:31
  a
• 12:31
  really,
• 12:31
  really
• 12:32
  valuable
• 12:33
  audience
• 12:33
  segment.
• 12:35
  The
• 12:35
  last
• 12:36
  thing
• 12:36
  I'd
• 12:36
  say
• 12:36
  on
• 12:37
  this
• 12:37
  as
• 12:37
  well
• 12:37
  is
• 12:37
  whilst
• 12:38
  they
• 12:38
  don't
• 12:38
  control
• 12:38
  the
• 12:39
  wallet
• 12:39
  now,
• 12:40
  the
• 12:40
  opportunity
• 12:41
  for
• 12:41
  Gen
• 12:41
  Alpha
• 12:42
  is
• 12:42
  so
• 12:42
  huge,
• 12:43
  not
• 12:43
  just
• 12:43
  from
• 12:43
  a
• 12:44
  short
• 12:44
  term
• 12:45
  ROI
• 12:45
  and
• 12:45
  the
• 12:46
  influence
• 12:46
  they
• 12:46
  have
• 12:46
  today,
• 12:47
  but
• 12:47
  long
• 12:48
  term
• 12:48
  relationships
• 12:49
  as
• 12:49
  well.
• 12:49
  For
• 12:49
  brands,
• 12:50
  you
• 12:50
  know,
• 12:50
  they're
• 12:51
  the
• 12:51
  future
• 12:51
  household
• 12:52
  decision
• 12:52
  makers.
• 12:53
  So
• 12:53
  how
• 12:53
  brands
• 12:54
  show
• 12:54
  up
• 12:54
  now
• 12:54
  will
• 12:55
  define
• 12:55
  how
• 12:56
  they're
• 12:56
  remembered
• 12:56
  with
• 12:56
  this
• 12:57
  audience
• 12:57
  later.
• 12:58
  Totally.
• 12:59
  You
• 12:59
  said
• 13:00
  you
• 13:00
  say
• 13:01
  that
• 13:01
  a
• 13:01
  lot,
• 13:01
  Joe.
• 13:02
  You
• 13:02
  say
• 13:02
  that
• 13:02
  a
• 13:02
  lot,
• 13:02
  Jo.
• 13:02
  Right.
• 13:03
  Like
• 13:03
  we're
• 13:03
  dealing
• 13:03
  in
• 13:03
  the
• 13:03
  audience
• 13:04
  of
• 13:04
  tomorrow.
• 13:04
  It's
• 13:04
  the
• 13:04
  audience
• 13:05
  conveyor
• 13:05
  belt.
• 13:06
  Right,
• 13:06
  like.
• 13:06
  And
• 13:07
  you
• 13:07
  know,
• 13:07
  it's
• 13:07
  funny,
• 13:07
  we
• 13:08
  talk
• 13:08
  about
• 13:08
  this
• 13:08
  maybe
• 13:09
  more
• 13:09
  about.
• 13:09
  I
• 13:09
  talk
• 13:09
  about
• 13:10
  it
• 13:10
  maybe
• 13:10
  more
• 13:10
  about,
• 13:10
  you
• 13:11
  know,
• 13:11
  landscape,
• 13:11
  media,
• 13:12
  landscape
• 13:12
  choices
• 13:12
  where
• 13:13
  you're
• 13:13
  like,
• 13:13
  lads,
• 13:14
  these
• 13:14
  people
• 13:14
  aren't
• 13:14
  going
• 13:15
  to
• 13:15
  start
• 13:15
  watching
• 13:15
  the
• 13:15
  9
• 13:15
  o'
• 13:15
  clock
• 13:16
  news
• 13:16
  once
• 13:16
  they
• 13:17
  hit
• 13:17
  50.
• 13:17
  They're
• 13:18
  creating
• 13:18
  a
• 13:19
  whole
• 13:19
  new
• 13:19
  way
• 13:19
  of
• 13:20
  consuming
• 13:21
  media.
• 13:21
  And
• 13:22
  you
• 13:22
  need
• 13:22
  to
• 13:22
  get
• 13:22
  on
• 13:23
  board
• 13:23
  with
• 13:23
  that,
• 13:23
  you
• 13:23
  know,
• 13:23
  from
• 13:24
  media
• 13:24
  landscape
• 13:25
  point
• 13:25
  of
• 13:25
  view,
• 13:25
  from
• 13:26
  a
• 13:26
  brand's
• 13:26
  point
• 13:26
  of
• 13:27
  view
• 13:27
  early,
• 13:28
  because
• 13:28
  otherwise
• 13:28
  you're
• 13:29
  just
• 13:29
  going
• 13:29
  to
• 13:29
  be
• 13:29
  irrelevant
• 13:29
  as
• 13:30
  they
• 13:30
  grow
• 13:30
  up
• 13:30
  and
• 13:30
  they
• 13:30
  gain
• 13:31
  control
• 13:31
  of
• 13:32
  purchasing
• 13:32
  power.
• 13:34
  Absolutely.
• 13:35
  And
• 13:35
  if
• 13:36
  you
• 13:36
  see
• 13:36
  that
• 13:37
  recognition
• 13:38
  and
• 13:38
  that
• 13:38
  love
• 13:38
  with
• 13:39
  brands,
• 13:39
  whether
• 13:39
  you're
• 13:39
  talking
• 13:40
  about
• 13:40
  a
• 13:40
  sports
• 13:40
  team
• 13:41
  or
• 13:41
  whether
• 13:41
  you're
• 13:41
  talking
• 13:42
  about
• 13:42
  a
• 13:42
  bank
• 13:42
  or
• 13:43
  a
• 13:43
  car,
• 13:43
  if
• 13:44
  you
• 13:44
  do
• 13:44
  it
• 13:44
  earlier,
• 13:46
  it
• 13:47
  takes
• 13:47
  time
• 13:47
  to
• 13:47
  build
• 13:47
  affinity.
• 13:48
  And
• 13:48
  we
• 13:48
  know
• 13:49
  that
• 13:50
  with
• 13:50
  kids
• 13:50
  in
• 13:50
  particular,
• 13:51
  you
• 13:52
  don't
• 13:52
  fool
• 13:52
  them.
• 13:52
  It
• 13:53
  takes
• 13:53
  time
• 13:53
  to
• 13:54
  earn
• 13:54
  their
• 13:54
  love
• 13:54
  and
• 13:55
  their
• 13:55
  affinity
• 13:55
  and
• 13:55
  their
• 13:56
  trust.
• 13:56
  But
• 13:57
  if
• 13:57
  you
• 13:57
  can
• 13:57
  do
• 13:57
  it
• 13:57
  over
• 13:58
  time,
• 13:58
  I,
• 13:59
  you
• 13:59
  know
• 14:00
  that,
• 14:00
  that
• 14:01
  love
• 14:01
  stays
• 14:01
  a
• 14:02
  lot
• 14:02
  longer,
• 14:02
  that
• 14:03
  lifetime
• 14:03
  value
• 14:03
  is
• 14:04
  likely
• 14:04
  to
• 14:04
  be
• 14:04
  much
• 14:05
  higher
• 14:05
  if
• 14:06
  you've
• 14:06
  invested
• 14:06
  in,
• 14:07
  in
• 14:07
  building
• 14:07
  that
• 14:08
  relationship
• 14:08
  when
• 14:08
  they're
• 14:09
  young.
• 14:09
  And
• 14:09
  I
• 14:09
  think
• 14:09
  we've
• 14:10
  perhaps
• 14:10
  fallen
• 14:11
  into
• 14:11
  the
• 14:11
  kind
• 14:11
  of,
• 14:11
  the
• 14:12
  short
• 14:13
  myopic
• 14:13
  kind
• 14:13
  of
• 14:14
  cycle
• 14:14
  of
• 14:14
  return
• 14:15
  on
• 14:15
  advertising
• 14:16
  spend.
• 14:17
  And
• 14:17
  actually
• 14:18
  again
• 14:19
  that
• 14:19
  it
• 14:20
  doesn't
• 14:20
  really
• 14:20
  acknowledge
• 14:21
  how
• 14:21
  you
• 14:22
  build
• 14:22
  affinity
• 14:22
  and
• 14:23
  love
• 14:23
  with
• 14:23
  kids.
• 14:24
  And
• 14:24
  I
• 14:24
  always
• 14:24
  use
• 14:24
  the
• 14:25
  example,
• 14:25
  you
• 14:25
  know,
• 14:25
  we
• 14:26
  all,
• 14:26
  most
• 14:26
  of
• 14:26
  us
• 14:27
  as
• 14:27
  grown
• 14:27
  ups
• 14:27
  still
• 14:27
  love
• 14:28
  the
• 14:28
  cartoon
• 14:28
  character
• 14:29
  that
• 14:29
  we
• 14:29
  loved
• 14:29
  at
• 14:29
  8
• 14:29
  or
• 14:30
  9
• 14:30
  and
• 14:30
  that,
• 14:31
  you
• 14:31
  know,
• 14:31
  that
• 14:32
  stays
• 14:32
  with
• 14:32
  you
• 14:32
  into
• 14:32
  adulthood
• 14:33
  for
• 14:33
  a
• 14:33
  reason.
• 14:33
  But
• 14:34
  you
• 14:34
  know,
• 14:34
  it
• 14:35
  could
• 14:35
  be
• 14:35
  the
• 14:35
  same
• 14:36
  model
• 14:36
  of
• 14:36
  phone,
• 14:37
  the
• 14:37
  same
• 14:37
  bank,
• 14:38
  you
• 14:38
  know,
• 14:38
  that's,
• 14:38
  that's
• 14:39
  the
• 14:39
  kind
• 14:39
  of
• 14:39
  affinity
• 14:40
  that
• 14:40
  you
• 14:40
  can
• 14:40
  build.
• 14:41
  It
• 14:41
  really
• 14:42
  is
• 14:42
  like
• 14:42
  when
• 14:43
  you
• 14:43
  say
• 14:43
  the
• 14:43
  character
• 14:44
  that
• 14:44
  kind
• 14:44
  of
• 14:44
  grew
• 14:44
  up
• 14:45
  on
• 14:46
  for
• 14:46
  me,
• 14:46
  like
• 14:46
  Care
• 14:47
  Bears,
• 14:47
  Gummy
• 14:48
  Bears,
• 14:48
  Inspector
• 14:49
  Gadget,
• 14:49
  you
• 14:50
  know,
• 14:50
  all
• 14:50
  of
• 14:50
  these
• 14:50
  childhood
• 14:51
  shows
• 14:51
  that
• 14:52
  I
• 14:52
  grew
• 14:52
  up
• 14:52
  on
• 14:53
  that
• 14:53
  I
• 14:53
  love.
• 14:53
  And
• 14:54
  that's
• 14:54
  actually
• 14:54
  a
• 14:54
  really
• 14:55
  big
• 14:55
  trend
• 14:55
  that
• 14:56
  we
• 14:56
  see
• 14:56
  here
• 14:57
  is
• 14:57
  the
• 14:58
  role
• 14:58
  of
• 14:58
  nostalgia.
• 15:00
  And
• 15:00
  you
• 15:00
  know,
• 15:01
  at
• 15:01
  its
• 15:01
  core
• 15:01
  nostalgia
• 15:02
  is
• 15:02
  about
• 15:02
  invoking,
• 15:03
  you
• 15:04
  know,
• 15:04
  that
• 15:04
  feeling
• 15:04
  of
• 15:05
  joy,
• 15:05
  comfort,
• 15:05
  happiness,
• 15:06
  good
• 15:07
  times.
• 15:08
  And
• 15:08
  that
• 15:08
  emotional
• 15:09
  response
• 15:09
  really,
• 15:09
  really
• 15:10
  matters
• 15:10
  in
• 15:10
  advertising
• 15:11
  because
• 15:12
  it
• 15:12
  helps
• 15:13
  to
• 15:13
  drive
• 15:14
  brand
• 15:14
  awareness,
• 15:15
  brand
• 15:15
  recall
• 15:16
  and
• 15:16
  purchase
• 15:17
  a
• 15:17
  tent.
• 15:18
  I
• 15:18
  mean
• 15:19
  one
• 15:19
  of
• 15:19
  the
• 15:19
  things
• 15:19
  that
• 15:19
  really
• 15:19
  struck
• 15:20
  me
• 15:20
  in
• 15:20
  our
• 15:20
  conversation
• 15:21
  with
• 15:21
  Kate
• 15:22
  Smith
• 15:23
  last
• 15:23
  week
• 15:24
  was
• 15:24
  that
• 15:25
  the,
• 15:25
  the
• 15:25
  rise
• 15:26
  of
• 15:26
  connected
• 15:26
  TVs
• 15:27
  and
• 15:27
  the
• 15:27
  fact
• 15:27
  that
• 15:27
  that
• 15:28
  may
• 15:28
  meant
• 15:29
  co
• 15:29
  viewing
• 15:29
  was
• 15:30
  much
• 15:30
  more
• 15:30
  of
• 15:30
  a
• 15:30
  thing.
• 15:31
  And
• 15:31
  it
• 15:31
  feels
• 15:31
  like
• 15:32
  that
• 15:32
  nostalgia
• 15:32
  viewing
• 15:33
  is
• 15:33
  a,
• 15:33
  is
• 15:33
  a
• 15:34
  classic
• 15:34
  example
• 15:34
  of
• 15:34
  a
• 15:35
  way
• 15:35
  that
• 15:35
  a
• 15:35
  parent
• 15:36
  can
• 15:36
  share
• 15:36
  that
• 15:37
  love
• 15:37
  of
• 15:37
  that
• 15:38
  show
• 15:38
  with
• 15:38
  their
• 15:38
  child.
• 15:39
  And,
• 15:40
  and
• 15:40
  that
• 15:40
  kind
• 15:41
  of
• 15:41
  co
• 15:41
  decision
• 15:42
  making
• 15:42
  feels
• 15:42
  like
• 15:43
  that's
• 15:43
  something
• 15:43
  that
• 15:44
  may
• 15:44
  be
• 15:44
  underpriced
• 15:45
  for
• 15:45
  a
• 15:45
  lot
• 15:45
  of
• 15:46
  advertisers
• 15:46
  in
• 15:46
  terms
• 15:47
  of
• 15:47
  being
• 15:47
  able
• 15:47
  to
• 15:47
  reach,
• 15:49
  reach
• 15:49
  the
• 15:49
  whole
• 15:50
  family
• 15:50
  really
• 15:50
  in
• 15:50
  a
• 15:50
  way
• 15:51
  that
• 15:51
  they
• 15:51
  maybe
• 15:52
  couldn't
• 15:53
  have
• 15:53
  when
• 15:53
  it
• 15:53
  was
• 15:53
  primarily
• 15:54
  on
• 15:55
  mobile
• 15:55
  devices.
• 15:56
  Do
• 15:56
  you
• 15:56
  think
• 15:57
  that's
• 15:57
  a
• 15:58
  factor?
• 15:59
  Absolutely.
• 16:00
  I
• 16:00
  think
• 16:00
  IP
• 16:01
  that
• 16:01
  has
• 16:02
  that
• 16:02
  nostalgia
• 16:02
  and
• 16:02
  we're
• 16:03
  lucky
• 16:03
  at
• 16:03
  Wild
• 16:03
  Brain,
• 16:04
  you
• 16:04
  know,
• 16:04
  we
• 16:04
  have
• 16:04
  the
• 16:04
  Teletubby
• 16:06
  shortcake
• 16:06
  Inspector
• 16:07
  Gadget,
• 16:07
  no
• 16:08
  IP
• 16:08
  that's
• 16:08
  truly
• 16:09
  stood
• 16:09
  the
• 16:09
  test
• 16:09
  of
• 16:09
  time
• 16:10
  and
• 16:10
  genuinely
• 16:11
  bridges
• 16:12
  generations.
• 16:13
  So
• 16:13
  we
• 16:13
  see
• 16:13
  it
• 16:14
  as
• 16:14
  an
• 16:14
  active
• 16:14
  choice
• 16:15
  from
• 16:15
  parents.
• 16:16
  It's
• 16:16
  not
• 16:16
  by
• 16:16
  accident
• 16:17
  they're
• 16:17
  landing
• 16:17
  on
• 16:17
  this.
• 16:18
  They're
• 16:18
  actually
• 16:19
  seeking
• 16:19
  it
• 16:19
  out
• 16:20
  because
• 16:20
  they
• 16:21
  want
• 16:21
  to
• 16:21
  share
• 16:22
  the
• 16:22
  shows
• 16:22
  they
• 16:22
  grew
• 16:23
  up
• 16:23
  on
• 16:23
  with
• 16:23
  their
• 16:23
  kids
• 16:24
  now.
• 16:25
  And
• 16:25
  there's
• 16:25
  something
• 16:25
  really
• 16:26
  special
• 16:26
  in
• 16:26
  that.
• 16:27
  So
• 16:27
  then
• 16:27
  on
• 16:27
  the
• 16:28
  back
• 16:28
  of
• 16:28
  that,
• 16:28
  to
• 16:29
  answer
• 16:29
  your
• 16:29
  question,
• 16:29
  Andy,
• 16:30
  we
• 16:30
  are
• 16:31
  seeing
• 16:31
  that
• 16:32
  co
• 16:32
  viewing,
• 16:33
  or
• 16:33
  as
• 16:33
  we
• 16:33
  call
• 16:33
  it,
• 16:34
  shared
• 16:34
  screen
• 16:34
  time
• 16:35
  is
• 16:35
  really,
• 16:36
  really
• 16:36
  important
• 16:36
  to
• 16:37
  families.
• 16:38
  91%
• 16:39
  of
• 16:39
  UK
• 16:39
  families,
• 16:40
  wild
• 16:40
  brain,
• 16:41
  UK
• 16:41
  families
• 16:42
  co
• 16:42
  view
• 16:43
  and
• 16:43
  99%
• 16:44
  of
• 16:44
  US
• 16:45
  families
• 16:45
  co
• 16:46
  view
• 16:46
  at
• 16:46
  least
• 16:46
  once
• 16:46
  a
• 16:47
  week
• 16:47
  with
• 16:47
  over
• 16:48
  half
• 16:48
  both
• 16:48
  audiences
• 16:49
  saying
• 16:49
  they
• 16:49
  do
• 16:50
  it
• 16:50
  multiple
• 16:50
  times
• 16:50
  a
• 16:51
  day.
• 16:51
  Yeah,
• 16:52
  but
• 16:52
  that
• 16:52
  co
• 16:53
  viewing
• 16:53
  as
• 16:53
  well
• 16:53
  is
• 16:53
  in
• 16:54
  these,
• 16:55
  what
• 16:55
  from
• 16:55
  the
• 16:55
  consumer's
• 16:56
  point
• 16:56
  of
• 16:56
  view
• 16:56
  is
• 16:56
  free
• 16:56
  spaces,
• 16:57
  but
• 16:57
  from
• 16:58
  like
• 16:58
  a
• 16:58
  platform
• 16:58
  point
• 16:59
  of
• 16:59
  view
• 16:59
  is
• 16:59
  ad
• 16:59
  supported
• 17:00
  spaces.
• 17:00
  Right.
• 17:00
  Like
• 17:01
  YouTube
• 17:01
  has
• 17:02
  taken
• 17:02
  over
• 17:02
  the
• 17:02
  TV.
• 17:03
  We
• 17:03
  know
• 17:03
  this
• 17:04
  places
• 17:04
  like
• 17:04
  fast
• 17:05
  channels,
• 17:05
  you
• 17:05
  know,
• 17:06
  people,
• 17:06
  people
• 17:07
  that
• 17:08
  access
• 17:08
  to
• 17:08
  content
• 17:08
  that,
• 17:09
  that,
• 17:09
  that,
• 17:09
  that
• 17:10
  free
• 17:10
  access
• 17:10
  to
• 17:11
  content
• 17:11
  seems
• 17:11
  to
• 17:11
  be
• 17:11
  expected
• 17:12
  from
• 17:12
  families.
• 17:13
  Yeah,
• 17:14
  absolutely.
• 17:14
  Look,
• 17:15
  we
• 17:15
  moved
• 17:15
  into
• 17:16
  fast.
• 17:16
  We
• 17:16
  were
• 17:16
  early
• 17:17
  adopters,
• 17:17
  we
• 17:18
  saw,
• 17:18
  you
• 17:18
  know,
• 17:19
  subscription
• 17:19
  subscription
• 17:20
  fatigue
• 17:21
  kicking
• 17:22
  in.
• 17:23
  Families,
• 17:23
  you
• 17:24
  know,
• 17:24
  are
• 17:24
  more
• 17:24
  budget
• 17:24
  conscious
• 17:25
  than
• 17:25
  ever
• 17:25
  at
• 17:26
  the
• 17:26
  minute
• 17:26
  and
• 17:27
  there's.
• 17:27
  More
• 17:27
  subscriptions
• 17:28
  than
• 17:28
  ever
• 17:28
  that
• 17:28
  you
• 17:28
  can
• 17:28
  be
• 17:29
  paying
• 17:29
  for.
• 17:30
  Exactly.
• 17:31
  So,
• 17:31
  you
• 17:31
  know,
• 17:32
  we
• 17:32
  do
• 17:32
  see
• 17:32
  YouTube.
• 17:33
  Two
• 17:34
  thirds
• 17:34
  of
• 17:34
  our
• 17:34
  audience
• 17:34
  come
• 17:35
  via
• 17:35
  the
• 17:35
  big
• 17:35
  screen.
• 17:36
  It
• 17:36
  really
• 17:36
  is
• 17:36
  your
• 17:37
  TV
• 17:37
  of
• 17:37
  today.
• 17:38
  And
• 17:38
  then
• 17:39
  the
• 17:39
  other
• 17:39
  part
• 17:39
  of
• 17:41
  our
• 17:41
  network
• 17:41
  is
• 17:42
  fast.
• 17:42
  So
• 17:43
  free
• 17:43
  and
• 17:43
  supported
• 17:44
  tv,
• 17:45
  or
• 17:45
  as
• 17:45
  I
• 17:45
  like
• 17:45
  to
• 17:46
  refer
• 17:46
  to
• 17:46
  it,
• 17:47
  fans
• 17:47
  and
• 17:48
  super
• 17:48
  targeted.
• 17:49
  Because
• 17:49
  I
• 17:50
  actually
• 17:50
  get
• 17:50
  a
• 17:50
  lot
• 17:50
  of
• 17:50
  feedback
• 17:51
  from
• 17:51
  agencies
• 17:52
  that
• 17:53
  fast
• 17:53
  is
• 17:54
  like
• 17:54
  low
• 17:54
  rent
• 17:55
  cable
• 17:56
  or
• 17:56
  rubbish
• 17:57
  tv,
• 17:57
  linear
• 17:57
  tv.
• 17:58
  But
• 17:59
  we're
• 17:59
  seeing
• 17:59
  completely
• 18:00
  the
• 18:00
  opposite.
• 18:01
  I
• 18:01
  think
• 18:01
  some
• 18:01
  of
• 18:01
  it
• 18:01
  is
• 18:02
  the
• 18:02
  structure
• 18:02
  of
• 18:02
  our
• 18:02
  channels
• 18:03
  that
• 18:03
  we
• 18:03
  have
• 18:03
  single
• 18:04
  IP
• 18:04
  channels.
• 18:05
  So
• 18:05
  it
• 18:05
  really
• 18:05
  is
• 18:06
  the
• 18:06
  home
• 18:06
  of
• 18:06
  fandom.
• 18:07
  So
• 18:07
  if
• 18:08
  you
• 18:08
  are
• 18:08
  a
• 18:08
  Pokemon
• 18:09
  fan,
• 18:09
  you
• 18:10
  can
• 18:10
  go.
• 18:10
  It's
• 18:10
  the
• 18:11
  big
• 18:11
  screen
• 18:11
  experience.
• 18:12
  It's
• 18:13
  programmed
• 18:14
  show
• 18:14
  after
• 18:14
  show
• 18:15
  of
• 18:15
  Pokemon
• 18:16
  and
• 18:16
  that
• 18:16
  is
• 18:16
  really
• 18:17
  where
• 18:17
  they're
• 18:17
  going.
• 18:17
  They're
• 18:18
  spending
• 18:18
  a
• 18:18
  lot
• 18:18
  of
• 18:19
  time
• 18:19
  in
• 18:19
  those
• 18:20
  environments
• 18:21
  because
• 18:21
  it
• 18:21
  is
• 18:21
  that
• 18:21
  lean
• 18:22
  back
• 18:22
  big
• 18:22
  screen
• 18:23
  experience.
• 18:24
  Yeah,
• 18:25
  yeah.
• 18:25
  That's
• 18:25
  the
• 18:25
  thing
• 18:25
  I
• 18:26
  loved
• 18:26
  about
• 18:26
  the
• 18:26
  chat
• 18:27
  with
• 18:27
  Kate
• 18:27
  is
• 18:27
  like
• 18:28
  programming
• 18:28
  didn't
• 18:29
  go
• 18:29
  away.
• 18:29
  Right.
• 18:29
  And
• 18:30
  obviously
• 18:30
  you
• 18:30
  chatted
• 18:30
  with
• 18:30
  her
• 18:31
  from
• 18:31
  the
• 18:31
  newsletter
• 18:32
  even
• 18:32
  more
• 18:32
  like.
• 18:33
  I
• 18:33
  think
• 18:34
  that's
• 18:34
  something
• 18:34
  that's
• 18:35
  so
• 18:35
  profoundly
• 18:36
  missing
• 18:36
  from
• 18:36
  premium
• 18:37
  streaming
• 18:37
  platforms.
• 18:38
  Even
• 18:38
  YouTube
• 18:39
  still
• 18:39
  has
• 18:39
  programming,
• 18:40
  right?
• 18:40
  Like,
• 18:40
  yes,
• 18:40
  it
• 18:40
  obviously
• 18:41
  has
• 18:41
  its
• 18:41
  algorithmic
• 18:42
  layer,
• 18:42
  which
• 18:42
  I
• 18:42
  think
• 18:42
  is
• 18:43
  super
• 18:44
  important,
• 18:44
  very
• 18:44
  potent,
• 18:45
  based
• 18:45
  on
• 18:46
  Google's
• 18:46
  data
• 18:47
  set.
• 18:47
  So
• 18:47
  they
• 18:48
  know
• 18:48
  what
• 18:48
  they're
• 18:48
  doing.
• 18:48
  But
• 18:49
  you
• 18:49
  still
• 18:49
  program
• 18:49
  your
• 18:50
  own
• 18:50
  channel.
• 18:50
  Right.
• 18:51
  And
• 18:51
  you're
• 18:51
  still
• 18:51
  responsible
• 18:52
  for
• 18:52
  your
• 18:52
  own
• 18:52
  channel.
• 18:53
  And
• 18:53
  I
• 18:54
  think
• 18:54
  with
• 18:54
  fast
• 18:54
  as
• 18:54
  well.
• 18:55
  Right.
• 18:55
  That
• 18:55
  program,
• 18:56
  that
• 18:56
  thoughtful
• 18:57
  programming
• 18:57
  still
• 18:58
  has
• 18:58
  real
• 18:58
  value.
• 18:59
  Right.
• 18:59
  An
• 18:59
  audience's
• 19:01
  like
• 19:01
  that.
• 19:02
  You
• 19:02
  guys
• 19:02
  are
• 19:02
  seeing
• 19:02
  it
• 19:02
  because
• 19:03
  audiences
• 19:03
  are
• 19:03
  building.
• 19:05
  Exactly.
• 19:05
  We
• 19:05
  are
• 19:06
  seeing
• 19:06
  it
• 19:06
  first.
• 19:07
  Audiences
• 19:07
  up
• 19:07
  50%
• 19:08
  year
• 19:08
  on
• 19:09
  year.
• 19:09
  Thing
• 19:09
  is,
• 19:09
  what
• 19:10
  is
• 19:10
  an
• 19:10
  uncluttered
• 19:11
  environment
• 19:12
  right
• 19:13
  now?
• 19:14
  Yeah.
• 19:14
  Lower
• 19:15
  ad
• 19:15
  load
• 19:16
  than
• 19:16
  linear
• 19:16
  TV
• 19:17
  or
• 19:17
  some
• 19:18
  of
• 19:18
  the
• 19:18
  other
• 19:18
  areas.
• 19:19
  So
• 19:19
  it's
• 19:20
  relatively
• 19:20
  uncluttered.
• 19:21
  You
• 19:21
  can
• 19:21
  get
• 19:22
  that
• 19:22
  cut
• 19:22
  through.
• 19:23
  Yeah,
• 19:23
  yeah.
• 19:26
  How
• 19:26
  do
• 19:26
  you
• 19:27
  put
• 19:27
  packages
• 19:28
  together
• 19:28
  for
• 19:29
  advertisers
• 19:30
  who
• 19:30
  say,
• 19:30
  you
• 19:31
  know,
• 19:31
  they
• 19:31
  want
• 19:32
  to
• 19:32
  reach
• 19:32
  that
• 19:33
  family
• 19:33
  audience?
• 19:34
  And
• 19:34
  you've
• 19:35
  obviously
• 19:35
  got
• 19:36
  YouTube,
• 19:36
  which
• 19:37
  is
• 19:37
  very
• 19:37
  much
• 19:37
  that
• 19:38
  top
• 19:38
  of
• 19:38
  funnel.
• 19:39
  But
• 19:39
  then
• 19:40
  potentially
• 19:41
  the
• 19:41
  advertiser
• 19:42
  might
• 19:42
  want
• 19:42
  to
• 19:42
  drill
• 19:43
  down
• 19:43
  into
• 19:43
  a
• 19:44
  more
• 19:44
  kind
• 19:44
  of
• 19:44
  higher
• 19:44
  intent
• 19:45
  audience
• 19:45
  that
• 19:46
  might
• 19:46
  have,
• 19:46
  you
• 19:46
  know,
• 19:47
  decided
• 19:47
  that
• 19:47
  they
• 19:48
  love
• 19:48
  Strawberry
• 19:48
  Shortcake
• 19:49
  or
• 19:49
  they've
• 19:50
  found
• 19:51
  Snoopy
• 19:51
  and
• 19:52
  you
• 19:52
  know,
• 19:52
  on
• 19:53
  YouTube
• 19:53
  and
• 19:53
  then
• 19:54
  they've
• 19:54
  talked
• 19:55
  into
• 19:55
  a
• 19:55
  fast
• 19:55
  channel
• 19:55
  which
• 19:56
  is
• 19:56
  a
• 19:56
  single
• 19:56
  brand.
• 19:57
  Okay,
• 19:57
  we're
• 19:58
  going
• 19:58
  to
• 19:58
  sit
• 19:58
  down,
• 19:58
  we're
• 19:58
  going
• 19:58
  to
• 19:58
  watch
• 19:59
  this
• 19:59
  for
• 19:59
  hours.
• 19:59
  This
• 19:59
  is,
• 20:00
  you
• 20:00
  know,
• 20:00
  what
• 20:00
  my
• 20:00
  kid's
• 20:01
  not
• 20:01
  going
• 20:01
  to
• 20:01
  move
• 20:02
  from
• 20:02
  because
• 20:02
  they
• 20:02
  just
• 20:03
  love
• 20:03
  it.
• 20:03
  They
• 20:03
  want
• 20:03
  to
• 20:03
  watch
• 20:03
  hours
• 20:04
  and
• 20:04
  hours
• 20:04
  of
• 20:04
  it.
• 20:04
  Can
• 20:05
  you
• 20:05
  pull
• 20:05
  together
• 20:05
  those
• 20:06
  custom
• 20:06
  packages
• 20:06
  for
• 20:07
  partners?
• 20:08
  We
• 20:08
  can.
• 20:09
  So
• 20:09
  but
• 20:10
  I
• 20:10
  think
• 20:10
  one
• 20:10
  of
• 20:10
  the
• 20:10
  biggest
• 20:11
  advantages
• 20:11
  for
• 20:11
  us
• 20:11
  is
• 20:12
  scale
• 20:12
  across
• 20:12
  screens.
• 20:13
  We
• 20:13
  can
• 20:13
  leverage
• 20:13
  our
• 20:14
  YouTube
• 20:14
  network,
• 20:15
  we
• 20:15
  can
• 20:15
  leverage
• 20:15
  our
• 20:15
  fast
• 20:16
  network
• 20:16
  to
• 20:17
  really
• 20:17
  understand
• 20:17
  what
• 20:17
  the
• 20:18
  client's
• 20:18
  objectives
• 20:19
  are.
• 20:20
  In
• 20:20
  the
• 20:20
  Made
• 20:20
  for
• 20:20
  kids
• 20:21
  space,
• 20:22
  targeting
• 20:22
  is
• 20:23
  really,
• 20:23
  really
• 20:23
  difficult.
• 20:24
  And
• 20:24
  you
• 20:24
  have
• 20:25
  a
• 20:25
  lot
• 20:25
  of
• 20:25
  brands,
• 20:25
  especially
• 20:26
  the
• 20:26
  toy
• 20:26
  advertisers
• 20:27
  or
• 20:27
  the
• 20:27
  studios
• 20:28
  that
• 20:28
  want
• 20:29
  to
• 20:29
  hit
• 20:29
  a
• 20:29
  very
• 20:29
  specific
• 20:30
  demo,
• 20:31
  say
• 20:32
  girls
• 20:32
  six
• 20:33
  to
• 20:33
  nine.
• 20:35
  A
• 20:35
  lot
• 20:35
  of
• 20:36
  outside
• 20:37
  of
• 20:37
  publishers,
• 20:37
  third
• 20:38
  party
• 20:38
  resellers,
• 20:39
  they
• 20:39
  talk
• 20:39
  about
• 20:39
  AI
• 20:40
  informed
• 20:41
  video
• 20:41
  level
• 20:41
  targeting,
• 20:43
  but
• 20:43
  you
• 20:44
  know,
• 20:44
  algorithms
• 20:45
  are
• 20:45
  not
• 20:45
  flawless.
• 20:46
  Where
• 20:46
  our
• 20:47
  targeting
• 20:47
  comes
• 20:48
  into
• 20:48
  play
• 20:48
  is
• 20:49
  that
• 20:49
  we
• 20:49
  either
• 20:50
  own
• 20:50
  the
• 20:50
  franchises
• 20:51
  or
• 20:52
  we
• 20:52
  operate
• 20:52
  them
• 20:53
  on
• 20:53
  behalf
• 20:53
  of
• 20:53
  our
• 20:53
  third
• 20:54
  parties
• 20:54
  like
• 20:55
  spin
• 20:55
  master,
• 20:56
  Lego.
• 20:57
  So
• 20:57
  we
• 20:57
  know
• 20:58
  exactly
• 20:58
  what
• 20:58
  age
• 20:59
  demo
• 21:00
  those
• 21:00
  shows
• 21:01
  have
• 21:01
  been
• 21:01
  built
• 21:01
  for.
• 21:02
  So
• 21:02
  we
• 21:02
  can
• 21:03
  really
• 21:03
  align
• 21:03
  an
• 21:04
  advertiser
• 21:05
  with
• 21:05
  that
• 21:05
  very
• 21:06
  specific
• 21:06
  age
• 21:06
  demo.
• 21:07
  So
• 21:08
  we'll
• 21:08
  understand
• 21:08
  what
• 21:08
  the
• 21:09
  advertiser
• 21:09
  is
• 21:10
  trying
• 21:10
  to
• 21:10
  achieve.
• 21:11
  We'll
• 21:11
  understand
• 21:11
  the
• 21:11
  role
• 21:12
  of
• 21:12
  YouTube
• 21:12
  versus
• 21:13
  versus
• 21:13
  fast.
• 21:14
  And
• 21:15
  surprisingly,
• 21:15
  we
• 21:16
  did
• 21:16
  some
• 21:16
  research
• 21:16
  recently
• 21:17
  that
• 21:17
  showed
• 21:17
  that
• 21:18
  50%
• 21:19
  of
• 21:19
  our
• 21:19
  fast
• 21:20
  audience
• 21:20
  is
• 21:21
  incremental
• 21:21
  to
• 21:22
  YouTube.
• 21:23
  So
• 21:23
  we're
• 21:23
  actually
• 21:23
  seeing
• 21:24
  an
• 21:24
  audience
• 21:24
  there
• 21:25
  that's
• 21:25
  different.
• 21:27
  How
• 21:27
  do
• 21:27
  we
• 21:27
  think
• 21:27
  that
• 21:27
  they're
• 21:28
  incremental?
• 21:29
  Is
• 21:29
  it
• 21:29
  that
• 21:29
  they're,
• 21:30
  you
• 21:30
  know,
• 21:31
  it's
• 21:31
  a
• 21:31
  shift
• 21:31
  from
• 21:32
  cable
• 21:33
  or,
• 21:33
  you
• 21:34
  know,
• 21:34
  where,
• 21:34
  where
• 21:34
  are
• 21:35
  they
• 21:35
  coming
• 21:35
  from
• 21:35
  and
• 21:36
  migrating
• 21:36
  to
• 21:36
  fast
• 21:37
  if
• 21:37
  they're
• 21:37
  not
• 21:38
  necessarily.
• 21:39
  Well,
• 21:39
  I
• 21:39
  suppose
• 21:40
  some
• 21:40
  of
• 21:40
  them
• 21:40
  come
• 21:41
  from
• 21:41
  YouTube.
• 21:42
  But
• 21:42
  then
• 21:43
  do
• 21:43
  they
• 21:43
  just
• 21:44
  embrace
• 21:44
  fast
• 21:45
  and
• 21:45
  then
• 21:45
  maybe
• 21:46
  turn
• 21:46
  YouTube
• 21:46
  off
• 21:46
  for
• 21:46
  a
• 21:46
  while?
• 21:47
  I
• 21:48
  think
• 21:48
  FAST
• 21:49
  is
• 21:49
  a
• 21:49
  very,
• 21:49
  very
• 21:50
  safe
• 21:51
  environment.
• 21:52
  Parents
• 21:52
  can
• 21:53
  turn
• 21:53
  on
• 21:53
  a
• 21:53
  single
• 21:54
  IP
• 21:54
  channel
• 21:55
  and
• 21:55
  understand
• 21:56
  that
• 21:56
  all
• 21:57
  they're
• 21:57
  going
• 21:57
  to
• 21:57
  get
• 21:57
  is
• 21:57
  strawberry
• 21:58
  shortcake
• 21:58
  content.
• 21:59
  And
• 21:59
  there
• 22:00
  is
• 22:00
  some
• 22:00
  hesitancy
• 22:01
  around
• 22:02
  that
• 22:02
  on
• 22:02
  YouTube.
• 22:03
  I
• 22:03
  think
• 22:04
  YouTube
• 22:04
  have
• 22:04
  done
• 22:04
  a
• 22:05
  good
• 22:05
  job
• 22:05
  with
• 22:05
  their
• 22:06
  Made
• 22:06
  for
• 22:06
  Kids
• 22:06
  and
• 22:07
  app
• 22:07
  and
• 22:08
  all
• 22:08
  the
• 22:08
  policies
• 22:09
  that
• 22:09
  we
• 22:09
  put
• 22:09
  in
• 22:09
  place
• 22:09
  to
• 22:10
  protect
• 22:10
  kids.
• 22:11
  But
• 22:11
  you
• 22:11
  know,
• 22:11
  there
• 22:12
  is
• 22:12
  a
• 22:12
  reality
• 22:12
  that
• 22:13
  some
• 22:13
  parents
• 22:13
  do
• 22:14
  have
• 22:14
  a
• 22:14
  hesitation
• 22:14
  towards
• 22:15
  it
• 22:15
  and
• 22:15
  I
• 22:16
  think
• 22:16
  FAST
• 22:16
  plugs
• 22:17
  that
• 22:18
  for
• 22:18
  them.
• 22:20
  Is
• 22:20
  the
• 22:20
  quality
• 22:21
  of
• 22:21
  advertising
• 22:22
  on
• 22:22
  FAST
• 22:23
  higher?
• 22:23
  Right.
• 22:23
  It's
• 22:24
  that
• 22:24
  broadcast
• 22:24
  standard
• 22:25
  rather
• 22:25
  than,
• 22:25
  you
• 22:26
  know,
• 22:26
  on
• 22:26
  YouTube.
• 22:26
  You
• 22:26
  know,
• 22:27
  that's
• 22:27
  one
• 22:27
  of
• 22:27
  the
• 22:28
  issues
• 22:28
  I
• 22:28
  have
• 22:28
  with
• 22:28
  YouTube
• 22:29
  as
• 22:29
  a
• 22:29
  parent
• 22:29
  is
• 22:29
  that
• 22:29
  like
• 22:30
  I
• 22:30
  can
• 22:31
  get
• 22:31
  served
• 22:31
  an
• 22:31
  ad
• 22:32
  for
• 22:32
  whatever,
• 22:33
  you
• 22:33
  know,
• 22:34
  like
• 22:35
  it's,
• 22:35
  it's
• 22:36
  not
• 22:36
  just
• 22:36
  high
• 22:36
  quality
• 22:37
  broadcast
• 22:37
  ads
• 22:37
  that
• 22:38
  are
• 22:38
  on
• 22:38
  there,
• 22:38
  this
• 22:38
  advertising
• 22:39
  for
• 22:39
  all
• 22:39
  sorts
• 22:39
  of
• 22:39
  stuff.
• 22:39
  There's
• 22:39
  also
• 22:40
  sometimes
• 22:40
  advertising
• 22:40
  that's
• 22:41
  completely
• 22:41
  irrelevant
• 22:42
  or
• 22:42
  maybe
• 22:42
  inappropriate.
• 22:43
  Right.
• 22:43
  Like,
• 22:44
  you
• 22:44
  know,
• 22:45
  my,
• 22:45
  my.
• 22:46
  I
• 22:46
  was
• 22:46
  watching
• 22:46
  YouTube
• 22:47
  the
• 22:47
  other
• 22:47
  day
• 22:47
  and
• 22:47
  you
• 22:47
  know,
• 22:48
  getting
• 22:48
  served
• 22:48
  ads
• 22:48
  for
• 22:48
  pregnancy
• 22:49
  tests.
• 22:49
  Right.
• 22:50
  Which
• 22:50
  is,
• 22:50
  you
• 22:51
  know,
• 22:51
  not
• 22:51
  necessarily
• 22:52
  ideal
• 22:52
  when
• 22:52
  you're
• 22:53
  watching
• 22:53
  with
• 22:53
  a
• 22:53
  younger
• 22:54
  child
• 22:54
  that
• 22:54
  you
• 22:54
  don't
• 22:54
  maybe
• 22:54
  don't
• 22:55
  want
• 22:55
  to
• 22:55
  have
• 22:55
  a
• 22:55
  conversation.
• 22:57
  Yeah.
• 22:58
  So
• 22:58
  I
• 22:58
  don't
• 22:58
  know
• 22:58
  what,
• 22:58
  what
• 22:59
  are
• 22:59
  the
• 22:59
  ads
• 22:59
  on
• 22:59
  fast
• 23:00
  channels
• 23:00
  like
• 23:00
  that?
• 23:00
  They're,
• 23:01
  they're,
• 23:02
  are
• 23:02
  they
• 23:02
  higher
• 23:02
  quality?
• 23:03
  It's
• 23:03
  not
• 23:03
  UGC
• 23:04
  ads
• 23:04
  like,
• 23:05
  like
• 23:05
  YouTube
• 23:05
  has.
• 23:06
  I
• 23:06
  think
• 23:07
  it's
• 23:07
  the
• 23:07
  way
• 23:07
  it's
• 23:07
  accessed.
• 23:09
  So
• 23:09
  because
• 23:10
  YouTube,
• 23:10
  there's
• 23:11
  a
• 23:11
  lot
• 23:11
  of
• 23:11
  buying
• 23:11
  happening
• 23:12
  through
• 23:12
  the
• 23:12
  auction.
• 23:14
  I
• 23:14
  would
• 23:14
  guess
• 23:15
  that
• 23:15
  that
• 23:15
  pregnancy
• 23:16
  test
• 23:16
  doesn't
• 23:16
  even
• 23:17
  know
• 23:17
  it's
• 23:17
  showing
• 23:17
  up
• 23:18
  on
• 23:18
  kids
• 23:18
  content.
• 23:19
  It
• 23:19
  thinks
• 23:20
  it's
• 23:20
  buying
• 23:21
  stuff
• 23:22
  outside
• 23:22
  of
• 23:22
  that
• 23:23
  on
• 23:23
  the
• 23:23
  wider
• 23:23
  YouTube
• 23:24
  auction.
• 23:24
  And
• 23:25
  because
• 23:25
  of
• 23:25
  the
• 23:25
  contextual
• 23:26
  alignment
• 23:27
  that
• 23:27
  they've
• 23:27
  put
• 23:27
  in,
• 23:28
  some
• 23:28
  of
• 23:28
  the
• 23:28
  keywords
• 23:29
  they've
• 23:29
  put
• 23:29
  in,
• 23:29
  they're
• 23:30
  landing
• 23:30
  on
• 23:30
  that
• 23:30
  content
• 23:32
  that
• 23:32
  isn't
• 23:32
  really
• 23:33
  in
• 23:33
  place
• 23:33
  with
• 23:34
  fast.
• 23:35
  You
• 23:35
  don't
• 23:36
  have
• 23:36
  auction
• 23:36
  buying
• 23:37
  across
• 23:37
  fast.
• 23:38
  Like
• 23:38
  the
• 23:38
  only
• 23:39
  people
• 23:39
  accessing
• 23:40
  our
• 23:40
  channels
• 23:41
  on
• 23:41
  FAST
• 23:41
  are
• 23:41
  the
• 23:41
  platforms.
• 23:42
  So
• 23:42
  Samsung,
• 23:43
  Roku
• 23:43
  and
• 23:44
  ourselves.
• 23:45
  So
• 23:45
  I
• 23:45
  think
• 23:46
  that's
• 23:46
  why
• 23:46
  you're
• 23:47
  probably
• 23:47
  seeing
• 23:47
  FAST
• 23:48
  as
• 23:48
  a
• 23:48
  more
• 23:48
  premium
• 23:49
  TV
• 23:50
  quality
• 23:50
  type
• 23:51
  ad
• 23:51
  environment.
• 23:52
  Yeah,
• 23:52
  but
• 23:53
  that's
• 23:53
  also
• 23:54
  that
• 23:54
  filters
• 23:54
  down
• 23:55
  then
• 23:55
  because
• 23:55
  the
• 23:55
  parents
• 23:56
  know
• 23:56
  like
• 23:56
  the
• 23:57
  parents
• 23:57
  know
• 23:57
  that
• 23:57
  the
• 23:58
  video
• 23:58
  quality
• 23:58
  is
• 23:58
  good,
• 23:59
  but
• 23:59
  they
• 23:59
  also
• 23:59
  know
• 23:59
  they're
• 23:59
  not
• 23:59
  going
• 24:00
  to
• 24:00
  get
• 24:00
  served
• 24:00
  anything
• 24:01
  random
• 24:01
  or
• 24:01
  problematic
• 24:02
  from
• 24:02
  an
• 24:02
  advertising
• 24:03
  point
• 24:03
  of
• 24:03
  view
• 24:03
  as
• 24:03
  well.
• 24:04
  And
• 24:04
  do
• 24:04
  you
• 24:05
  think
• 24:05
  the
• 24:05
  ad
• 24:05
  buyers
• 24:05
  understand
• 24:06
  that
• 24:06
  distinction
• 24:07
  as
• 24:07
  well
• 24:07
  or
• 24:07
  do
• 24:08
  you
• 24:08
  think
• 24:08
  that's
• 24:08
  something
• 24:08
  that
• 24:09
  they're.
• 24:10
  That
• 24:10
  kind
• 24:11
  of
• 24:11
  distinction
• 24:11
  between
• 24:11
  fast
• 24:12
  and
• 24:12
  YouTube
• 24:12
  and
• 24:13
  in
• 24:13
  terms
• 24:13
  of
• 24:13
  kind
• 24:13
  of
• 24:14
  the
• 24:14
  way
• 24:14
  that
• 24:14
  that
• 24:15
  ad
• 24:15
  buying
• 24:15
  works,.
• 24:17
  I
• 24:17
  think
• 24:17
  is
• 24:17
  a
• 24:18
  continued
• 24:18
  education,
• 24:20
  to
• 24:20
  be
• 24:20
  honest.
• 24:21
  Right.
• 24:21
  There's.
• 24:23
  When
• 24:23
  I
• 24:23
  think
• 24:23
  about
• 24:24
  the
• 24:24
  simple
• 24:24
  truth.
• 24:24
  Right.
• 24:25
  Brands
• 24:25
  wouldn't
• 24:26
  have
• 24:26
  invested
• 24:26
  in
• 24:26
  kids
• 24:26
  media
• 24:27
  for
• 24:27
  decades
• 24:28
  on
• 24:28
  linear
• 24:28
  TV
• 24:29
  if
• 24:29
  it
• 24:29
  wasn't
• 24:29
  effect
• 24:30
  effective.
• 24:31
  Yep.
• 24:32
  But
• 24:32
  all
• 24:32
  these
• 24:32
  big
• 24:33
  brands
• 24:34
  aren't
• 24:34
  yet
• 24:34
  doing
• 24:34
  it
• 24:35
  across
• 24:36
  YouTube,
• 24:37
  CTV
• 24:37
  and
• 24:38
  fast.
• 24:39
  And
• 24:39
  it's
• 24:40
  like
• 24:40
  the
• 24:40
  audience
• 24:40
  is
• 24:40
  still
• 24:41
  there,
• 24:41
  they've
• 24:41
  just
• 24:41
  moved.
• 24:42
  Yeah.
• 24:43
  Right.
• 24:45
  So
• 24:45
  I
• 24:45
  think
• 24:46
  for
• 24:46
  us
• 24:47
  a
• 24:47
  big
• 24:47
  part
• 24:47
  of
• 24:47
  what
• 24:47
  we're
• 24:48
  trying
• 24:48
  to
• 24:48
  do
• 24:48
  is
• 24:48
  educate
• 24:49
  the
• 24:49
  market
• 24:49
  of
• 24:50
  the
• 24:50
  value
• 24:50
  of
• 24:50
  this
• 24:50
  audience
• 24:51
  segment.
• 24:52
  Why
• 24:52
  you
• 24:52
  need
• 24:52
  to
• 24:53
  be
• 24:53
  thinking
• 24:53
  about
• 24:53
  this.
• 24:54
  We
• 24:54
  talked
• 24:54
  earlier
• 24:54
  about
• 24:55
  like
• 24:55
  programmatic.
• 24:56
  We
• 24:56
  can't
• 24:56
  have
• 24:56
  the
• 24:56
  data,
• 24:57
  so
• 24:57
  it
• 24:57
  should
• 24:57
  be
• 24:57
  evaluated
• 24:58
  differently.
• 25:00
  There's
• 25:00
  also,
• 25:00
  you
• 25:01
  know,
• 25:01
  an
• 25:01
  infrastructure
• 25:02
  within
• 25:02
  agencies
• 25:03
  that
• 25:03
  all
• 25:03
  set
• 25:03
  up
• 25:03
  differently.
• 25:04
  You
• 25:05
  know,
• 25:05
  linear
• 25:05
  TV
• 25:06
  buyers,
• 25:07
  former
• 25:07
  linear
• 25:08
  TV
• 25:08
  buyers,
• 25:08
  are
• 25:08
  now
• 25:08
  video
• 25:09
  buyers
• 25:09
  who
• 25:10
  mostly
• 25:11
  buy
• 25:11
  fast,
• 25:11
  but
• 25:12
  don't
• 25:12
  always
• 25:12
  buy
• 25:12
  YouTube
• 25:13
  because
• 25:13
  YouTube
• 25:14
  falls
• 25:14
  into
• 25:14
  CTV,
• 25:15
  but
• 25:15
  also
• 25:15
  the
• 25:16
  other.
• 25:16
  So
• 25:16
  sometimes
• 25:17
  it
• 25:17
  sits
• 25:17
  in
• 25:17
  digital.
• 25:21
  There's
• 25:21
  a
• 25:21
  whole
• 25:21
  other
• 25:21
  layer
• 25:22
  of
• 25:22
  complexity
• 25:23
  on
• 25:23
  the
• 25:23
  agency
• 25:24
  side
• 25:25
  of
• 25:26
  how,
• 25:26
  how
• 25:27
  digital
• 25:28
  video
• 25:28
  inventory
• 25:29
  is
• 25:29
  being
• 25:29
  purchased.
• 25:32
  Do
• 25:32
  you
• 25:32
  think
• 25:32
  that
• 25:32
  the
• 25:33
  sentiment
• 25:33
  around
• 25:34
  FAST
• 25:34
  is
• 25:35
  changing?
• 25:35
  Because
• 25:35
  the
• 25:35
  more
• 25:36
  I
• 25:36
  learn
• 25:36
  about
• 25:37
  it,
• 25:37
  and
• 25:37
  I,
• 25:37
  and
• 25:37
  I
• 25:37
  will
• 25:37
  class
• 25:38
  myself
• 25:38
  as
• 25:38
  having
• 25:39
  fallen
• 25:39
  into
• 25:39
  the
• 25:40
  bucket
• 25:40
  in
• 25:40
  the
• 25:40
  early
• 25:40
  days
• 25:41
  of
• 25:41
  thinking
• 25:41
  about
• 25:41
  it
• 25:41
  as
• 25:42
  pretty
• 25:42
  low
• 25:43
  rent.
• 25:44
  But
• 25:44
  actually
• 25:45
  now,
• 25:45
  when
• 25:46
  you
• 25:46
  think
• 25:46
  about
• 25:46
  it
• 25:47
  in
• 25:47
  the
• 25:47
  context
• 25:47
  of
• 25:47
  fandom,
• 25:48
  again,
• 25:48
  if
• 25:48
  you
• 25:49
  have
• 25:49
  fallen
• 25:50
  in
• 25:50
  love
• 25:50
  with
• 25:50
  Inspector
• 25:51
  Gadget
• 25:51
  and
• 25:51
  you
• 25:51
  want
• 25:51
  to
• 25:51
  binge
• 25:52
  it,
• 25:53
  actually
• 25:53
  that
• 25:53
  is
• 25:53
  the
• 25:53
  place
• 25:53
  you
• 25:54
  go.
• 25:54
  And
• 25:54
  it
• 25:55
  feels
• 25:55
  like
• 25:56
  it's
• 25:56
  a
• 25:56
  much
• 25:56
  more
• 25:56
  intentionally
• 25:57
  curated,
• 25:58
  paced
• 25:59
  environment.
• 26:01
  You
• 26:01
  talked
• 26:01
  about
• 26:02
  lower
• 26:02
  ad
• 26:02
  loads
• 26:03
  if
• 26:03
  the
• 26:03
  ads
• 26:04
  that
• 26:04
  show
• 26:05
  up
• 26:05
  there
• 26:05
  are
• 26:06
  very
• 26:07
  selectively
• 26:08
  bought
• 26:08
  because
• 26:08
  they
• 26:08
  don't
• 26:09
  go
• 26:09
  through
• 26:09
  a
• 26:09
  programmatic.
• 26:10
  It's
• 26:10
  beginning
• 26:11
  to
• 26:11
  feel
• 26:11
  like
• 26:11
  good
• 26:12
  old
• 26:12
  fashioned
• 26:12
  tv.
• 26:13
  And
• 26:13
  therefore
• 26:15
  you
• 26:16
  would
• 26:16
  assume
• 26:16
  that
• 26:16
  that
• 26:17
  value
• 26:17
  is
• 26:17
  going
• 26:18
  to
• 26:18
  increase.
• 26:20
  Yeah,
• 26:20
  I,
• 26:20
  I
• 26:21
  think
• 26:21
  so.
• 26:22
  I,
• 26:23
  I
• 26:23
  think
• 26:23
  it's
• 26:24
  just
• 26:24
  the
• 26:24
  continued
• 26:25
  education
• 26:25
  though
• 26:26
  of
• 26:26
  not
• 26:26
  just
• 26:26
  moving
• 26:27
  it
• 26:27
  to
• 26:28
  family
• 26:28
  first
• 26:29
  where
• 26:30
  you
• 26:30
  know
• 26:30
  they're
• 26:30
  reaching
• 26:31
  mom
• 26:31
  and
• 26:32
  other
• 26:32
  fast
• 26:32
  environments
• 26:33
  where
• 26:33
  they're
• 26:33
  reaching
• 26:34
  the
• 26:34
  parent.
• 26:34
  Because
• 26:34
  not
• 26:34
  all
• 26:35
  FAST
• 26:35
  is
• 26:35
  created
• 26:36
  equally
• 26:37
  so
• 26:38
  transparently.
• 26:38
  You
• 26:39
  wouldn't
• 26:39
  get
• 26:39
  me
• 26:39
  on
• 26:39
  a
• 26:39
  fast
• 26:40
  channel
• 26:41
  because
• 26:43
  it's
• 26:43
  just
• 26:43
  not.
• 26:43
  I'm
• 26:44
  so
• 26:44
  used
• 26:44
  to
• 26:45
  on
• 26:45
  demand
• 26:46
  TV
• 26:46
  and
• 26:47
  that
• 26:47
  choice,
• 26:47
  although
• 26:48
  if
• 26:48
  they
• 26:48
  had
• 26:49
  my,
• 26:49
  my
• 26:50
  English
• 26:50
  football
• 26:50
  team
• 26:51
  as
• 26:51
  a
• 26:51
  fast
• 26:51
  channel,
• 26:52
  I
• 26:52
  probably
• 26:52
  would
• 26:52
  watch
• 26:53
  that.
• 26:53
  So
• 26:54
  I
• 26:54
  think
• 26:54
  it's
• 26:54
  very,
• 26:56
  it's
• 26:56
  very
• 26:57
  audience
• 26:57
  specific
• 26:58
  and
• 26:58
  I
• 26:59
  think
• 26:59
  yes,
• 27:00
  it
• 27:00
  does
• 27:01
  have
• 27:02
  exactly
• 27:02
  the
• 27:02
  components
• 27:03
  it
• 27:03
  needs
• 27:03
  because
• 27:04
  kids
• 27:04
  get
• 27:05
  so
• 27:05
  obsessed
• 27:06
  with
• 27:06
  IP
• 27:07
  for,
• 27:08
  you
• 27:08
  know,
• 27:08
  a
• 27:08
  span
• 27:09
  of
• 27:09
  a
• 27:09
  year
• 27:09
  or
• 27:10
  two
• 27:10
  in
• 27:10
  which
• 27:11
  they're
• 27:11
  at.
• 27:11
  That's
• 27:12
  the
• 27:12
  only
• 27:12
  thing
• 27:12
  they
• 27:12
  want
• 27:13
  to
• 27:13
  watch
• 27:14
  and
• 27:14
  they'll
• 27:14
  over
• 27:15
  and
• 27:15
  over
• 27:15
  again.
• 27:16
  So
• 27:18
  long
• 27:18
  term
• 27:18
  fast
• 27:19
  for
• 27:19
  maybe
• 27:20
  adult
• 27:20
  audiences.
• 27:21
  I
• 27:21
  maybe
• 27:22
  agree
• 27:22
  with
• 27:22
  the
• 27:22
  connotation
• 27:23
  that,
• 27:23
  you
• 27:23
  know,
• 27:24
  is
• 27:24
  it
• 27:24
  low
• 27:24
  rent
• 27:25
  tv?
• 27:25
  Does
• 27:25
  it
• 27:25
  have,
• 27:26
  you
• 27:26
  know,
• 27:27
  the
• 27:27
  premium
• 27:28
  aspect
• 27:28
  to
• 27:28
  it?
• 27:29
  But
• 27:29
  I
• 27:29
  think
• 27:29
  for
• 27:29
  kids
• 27:30
  it
• 27:31
  really
• 27:31
  does,
• 27:33
  yeah.
• 27:33
  And
• 27:33
  it,
• 27:33
  but
• 27:34
  it
• 27:34
  also
• 27:34
  aligns
• 27:34
  with
• 27:35
  this
• 27:35
  kind
• 27:35
  of
• 27:35
  new,
• 27:36
  new
• 27:36
  expectation
• 27:37
  around
• 27:37
  consumption
• 27:37
  that
• 27:38
  you,
• 27:38
  you
• 27:38
  should
• 27:38
  be
• 27:38
  able
• 27:39
  to
• 27:39
  watch
• 27:39
  something
• 27:39
  for.
• 27:39
  Well,
• 27:40
  and
• 27:40
  maybe
• 27:40
  it's
• 27:40
  not
• 27:40
  new
• 27:41
  because
• 27:41
  it
• 27:41
  was
• 27:41
  always
• 27:41
  there
• 27:41
  with
• 27:42
  commercial
• 27:42
  in
• 27:42
  your
• 27:42
  channels
• 27:43
  too.
• 27:43
  Right.
• 27:43
  Like
• 27:43
  you
• 27:43
  can
• 27:43
  watch
• 27:43
  something
• 27:44
  for
• 27:44
  free
• 27:44
  if
• 27:44
  there's
• 27:45
  ads
• 27:45
  supporting
• 27:45
  us.
• 27:47
  How
• 27:47
  do
• 27:47
  you,
• 27:48
  how
• 27:48
  do
• 27:48
  you
• 27:49
  quantify
• 27:50
  the
• 27:50
  transparency
• 27:51
  and
• 27:51
  the
• 27:51
  brand
• 27:51
  safety
• 27:52
  that
• 27:53
  you
• 27:53
  guys
• 27:53
  are
• 27:53
  offering?
• 27:53
  Like,
• 27:53
  how
• 27:54
  are
• 27:54
  you
• 27:54
  able,
• 27:54
  like,
• 27:54
  how
• 27:55
  would
• 27:55
  you
• 27:55
  communicate
• 27:55
  that
• 27:56
  value
• 27:56
  offering
• 27:56
  to,
• 27:57
  to,
• 27:57
  to
• 27:58
  buyers?
• 27:59
  Yeah,
• 28:00
  for
• 28:00
  us,
• 28:00
  transparency
• 28:01
  is
• 28:01
  brand
• 28:02
  safety.
• 28:02
  I
• 28:03
  think
• 28:03
  brand
• 28:04
  safety
• 28:04
  has
• 28:04
  been
• 28:04
  around
• 28:05
  such
• 28:05
  a
• 28:06
  long
• 28:06
  time,
• 28:06
  but
• 28:07
  in
• 28:07
  kids
• 28:07
  media
• 28:08
  it's
• 28:08
  simply
• 28:09
  table
• 28:09
  stakes.
• 28:10
  When
• 28:10
  you're
• 28:10
  operating
• 28:11
  in
• 28:11
  the
• 28:11
  Made
• 28:11
  for
• 28:12
  Kids
• 28:12
  environment,
• 28:12
  there
• 28:13
  can
• 28:13
  be
• 28:13
  absolutely
• 28:14
  no
• 28:14
  room
• 28:14
  for
• 28:14
  ambiguity.
• 28:16
  Advertisers
• 28:17
  need
• 28:17
  to
• 28:17
  know
• 28:17
  exactly
• 28:18
  where
• 28:18
  their
• 28:18
  message
• 28:19
  ran.
• 28:20
  Not
• 28:20
  broadly,
• 28:21
  but
• 28:21
  very,
• 28:22
  very
• 28:22
  specifically.
• 28:23
  And
• 28:24
  a
• 28:24
  big
• 28:24
  part
• 28:24
  of
• 28:24
  why
• 28:25
  brand
• 28:25
  safety
• 28:26
  has
• 28:26
  been
• 28:26
  a
• 28:26
  barrier
• 28:26
  in
• 28:26
  the
• 28:27
  kids
• 28:27
  media
• 28:28
  industry
• 28:28
  is
• 28:29
  trust.
• 28:29
  And
• 28:30
  that's,
• 28:30
  you
• 28:31
  know,
• 28:31
  outsourced
• 28:32
  to
• 28:32
  algorithms.
• 28:33
  And
• 28:33
  like
• 28:34
  I
• 28:34
  said,
• 28:34
  they're
• 28:35
  really
• 28:35
  not
• 28:35
  flawless.
• 28:37
  So
• 28:38
  brand
• 28:39
  safety
• 28:39
  has
• 28:40
  to
• 28:40
  be
• 28:40
  built
• 28:41
  around
• 28:41
  transparency,
• 28:42
  which
• 28:42
  comes
• 28:42
  down
• 28:43
  to
• 28:43
  trust.
• 28:43
  And
• 28:43
  I'm
• 28:44
  really
• 28:44
  seeing
• 28:44
  trust
• 28:45
  is
• 28:45
  becoming
• 28:45
  the
• 28:46
  new
• 28:46
  currency
• 28:47
  of
• 28:47
  the
• 28:47
  Made
• 28:48
  for
• 28:48
  Kids
• 28:48
  space.
• 28:49
  Parents
• 28:50
  want
• 28:50
  to
• 28:50
  trust
• 28:51
  they
• 28:51
  know
• 28:52
  what
• 28:52
  their
• 28:52
  kids
• 28:52
  are
• 28:53
  watching.
• 28:53
  And
• 28:54
  brands
• 28:54
  want
• 28:54
  to
• 28:55
  trust
• 28:55
  that
• 28:55
  they
• 28:55
  know
• 28:56
  where
• 28:56
  their
• 28:56
  ads
• 28:57
  are
• 28:57
  showing
• 28:57
  up
• 28:57
  and
• 28:58
  that
• 28:58
  they're
• 28:58
  not
• 28:58
  going
• 28:59
  to
• 28:59
  get
• 28:59
  caught
• 28:59
  up
• 29:00
  in
• 29:00
  a
• 29:00
  PR
• 29:01
  nightmare
• 29:02
  of
• 29:02
  what
• 29:02
  you're
• 29:03
  just
• 29:03
  talking
• 29:03
  about,
• 29:03
  Emily,
• 29:04
  the
• 29:04
  wrong
• 29:05
  sort
• 29:05
  of
• 29:05
  advertiser
• 29:06
  running
• 29:07
  on
• 29:07
  kids
• 29:07
  kids
• 29:08
  content.
• 29:09
  I
• 29:09
  think,
• 29:09
  you
• 29:09
  know,
• 29:12
  transparency
• 29:12
  isn't
• 29:13
  a
• 29:13
  nice
• 29:13
  to
• 29:13
  have,
• 29:14
  is
• 29:14
  actually
• 29:14
  fundamental
• 29:15
  to
• 29:15
  everything.
• 29:16
  And
• 29:16
  when
• 29:16
  I
• 29:16
  think,
• 29:16
  how
• 29:16
  does
• 29:17
  that
• 29:17
  show
• 29:17
  up
• 29:17
  for
• 29:17
  us?
• 29:18
  It's
• 29:18
  about
• 29:19
  understanding
• 29:21
  the
• 29:22
  content
• 29:22
  and
• 29:22
  the
• 29:22
  environment
• 29:23
  before
• 29:23
  you
• 29:24
  run,
• 29:24
  knowing
• 29:25
  what
• 29:25
  you're
• 29:25
  buying.
• 29:26
  So
• 29:26
  that's
• 29:27
  that
• 29:27
  transparency
• 29:27
  up
• 29:28
  front,
• 29:28
  front.
• 29:28
  But
• 29:28
  then
• 29:29
  it's
• 29:29
  about
• 29:29
  demanding
• 29:29
  accountability
• 29:30
  afterwards
• 29:31
  as
• 29:31
  well,
• 29:32
  knowing
• 29:32
  at
• 29:32
  an
• 29:32
  impression
• 29:33
  level
• 29:33
  where
• 29:34
  every
• 29:34
  single
• 29:34
  one
• 29:35
  of
• 29:35
  your
• 29:35
  ads
• 29:36
  ran.
• 29:36
  You
• 29:37
  know,
• 29:37
  there's
• 29:37
  people
• 29:37
  out
• 29:37
  there
• 29:37
  that
• 29:38
  say
• 29:38
  that
• 29:38
  they
• 29:38
  do
• 29:38
  that,
• 29:39
  but
• 29:39
  actually
• 29:39
  what
• 29:39
  they
• 29:39
  do
• 29:40
  is
• 29:40
  they
• 29:40
  give
• 29:40
  you
• 29:40
  the
• 29:40
  30,
• 29:41
  40%
• 29:41
  of
• 29:42
  top
• 29:42
  performing
• 29:42
  videos
• 29:43
  and
• 29:43
  then
• 29:44
  hope
• 29:44
  don't
• 29:45
  go
• 29:45
  down
• 29:45
  into
• 29:45
  the
• 29:45
  long
• 29:46
  tail
• 29:46
  of
• 29:47
  where
• 29:47
  the
• 29:47
  rest.
• 29:48
  Where
• 29:48
  the
• 29:49
  rest
• 29:49
  ran.
• 29:51
  I
• 29:51
  would
• 29:51
  also
• 29:52
  say
• 29:53
  making
• 29:53
  sure
• 29:54
  your
• 29:54
  partner's
• 29:55
  not
• 29:55
  just
• 29:55
  COPA
• 29:55
  compliant
• 29:56
  on
• 29:56
  paper,
• 29:57
  but,
• 29:57
  but
• 29:57
  COPA
• 29:58
  educated
• 29:58
  and
• 29:59
  experienced.
• 30:01
  That's
• 30:01
  really,
• 30:01
  really
• 30:02
  important
• 30:02
  because
• 30:03
  lots
• 30:03
  of
• 30:03
  people
• 30:03
  can
• 30:04
  stick
• 30:04
  a
• 30:04
  COPA
• 30:05
  logo
• 30:05
  on
• 30:05
  their
• 30:06
  website
• 30:06
  or
• 30:06
  on
• 30:06
  their
• 30:07
  decks.
• 30:07
  But
• 30:08
  like,
• 30:08
  do
• 30:08
  they
• 30:08
  have
• 30:08
  actually
• 30:09
  have
• 30:09
  experience
• 30:09
  in
• 30:10
  it?
• 30:10
  Do
• 30:10
  they
• 30:10
  actually
• 30:10
  understand
• 30:11
  that?
• 30:11
  And
• 30:12
  I
• 30:12
  think,
• 30:12
  you
• 30:12
  know,
• 30:12
  as
• 30:12
  they're
• 30:13
  strengthening
• 30:13
  child's
• 30:14
  online
• 30:14
  safety
• 30:15
  around
• 30:15
  COPA
• 30:16
  2.0,
• 30:19
  this
• 30:19
  is
• 30:19
  a
• 30:19
  really
• 30:20
  important
• 30:20
  time
• 30:21
  for
• 30:21
  advertisers
• 30:22
  to
• 30:22
  ensure
• 30:23
  that
• 30:23
  their
• 30:23
  partners
• 30:24
  really
• 30:24
  are
• 30:25
  COPPA
• 30:25
  compliant.
• 30:26
  Yeah,
• 30:28
  that
• 30:28
  makes
• 30:28
  sense.
• 30:28
  And
• 30:29
  it's
• 30:29
  like,
• 30:29
  it's
• 30:29
  kind
• 30:29
  of
• 30:29
  like
• 30:30
  there's
• 30:30
  such
• 30:31
  a
• 30:31
  huge
• 30:31
  opportunity,
• 30:32
  but
• 30:32
  it
• 30:32
  sounds
• 30:32
  like
• 30:33
  Wildbrain
• 30:33
  have
• 30:33
  like
• 30:35
  it's
• 30:35
  basically
• 30:36
  in
• 30:36
  your,
• 30:36
  the
• 30:36
  structure.
• 30:37
  Right.
• 30:37
  Trust
• 30:37
  is
• 30:38
  building
• 30:38
  into
• 30:38
  your
• 30:38
  structure
• 30:39
  because
• 30:39
  you
• 30:39
  are
• 30:39
  being
• 30:39
  specific
• 30:40
  about
• 30:40
  your
• 30:41
  own
• 30:41
  TV
• 30:41
  network
• 30:42
  which
• 30:42
  you're
• 30:42
  serving
• 30:42
  ads
• 30:43
  against.
• 30:43
  There's
• 30:43
  no
• 30:43
  like,
• 30:44
  there's
• 30:44
  no
• 30:45
  ambiguity.
• 30:45
  There's
• 30:45
  no,
• 30:46
  you
• 30:46
  know,
• 30:47
  algo
• 30:48
  prayers,
• 30:48
  you
• 30:49
  know,
• 30:49
  on
• 30:49
  the
• 30:49
  whole
• 30:49
  thing.
• 30:50
  Black
• 30:50
  box.
• 30:51
  Yeah,
• 30:51
  yeah,
• 30:52
  yeah,
• 30:52
  no.
• 30:53
  And
• 30:53
  I
• 30:53
  would
• 30:53
  agree
• 30:54
  with
• 30:54
  you
• 30:54
  that
• 30:54
  parental
• 30:54
  trust
• 30:55
  really
• 30:56
  feels
• 30:56
  like
• 30:56
  it's
• 30:56
  building
• 30:56
  as
• 30:56
  a
• 30:57
  battleground
• 30:57
  for,
• 30:58
  for
• 30:58
  media
• 30:58
  at
• 30:59
  the
• 30:59
  moment,
• 30:59
  kids
• 30:59
  at
• 31:00
  the
• 31:00
  moment.
• 31:00
  It's
• 31:01
  funny
• 31:01
  that
• 31:01
  you
• 31:01
  said
• 31:01
  it's
• 31:01
  in
• 31:02
  the
• 31:02
  structure,
• 31:02
  Emily,
• 31:02
  because
• 31:03
  I
• 31:03
  always
• 31:03
  say
• 31:03
  for
• 31:04
  us
• 31:04
  it's
• 31:04
  structural
• 31:05
  compliance,
• 31:05
  not
• 31:06
  reactive
• 31:06
  compliance.
• 31:07
  You
• 31:07
  know,
• 31:08
  our
• 31:08
  model
• 31:08
  is
• 31:09
  human
• 31:09
  vetted,
• 31:10
  COPA
• 31:10
  compliant,
• 31:11
  direct
• 31:11
  publisher
• 31:12
  control,
• 31:13
  contextual,
• 31:13
  not
• 31:14
  behavior.
• 31:14
  We
• 31:15
  really
• 31:16
  are
• 31:16
  kind
• 31:16
  of
• 31:16
  the
• 31:16
  gold
• 31:17
  standard.
• 31:20
  It's,
• 31:20
  it's
• 31:21
  interesting
• 31:21
  given
• 31:21
  that
• 31:22
  the
• 31:22
  parents
• 31:23
  of
• 31:23
  kids
• 31:23
  these
• 31:23
  days,
• 31:24
  you
• 31:25
  know,
• 31:25
  they
• 31:25
  got
• 31:25
  access
• 31:26
  to
• 31:26
  all
• 31:26
  the
• 31:26
  world's
• 31:27
  media.
• 31:27
  They
• 31:27
  got
• 31:27
  phones
• 31:28
  when
• 31:28
  they
• 31:28
  were
• 31:28
  teens.
• 31:29
  So
• 31:29
  they,
• 31:30
  they've
• 31:30
  seen
• 31:31
  how
• 31:31
  they
• 31:31
  view.
• 31:32
  The
• 31:32
  Internet
• 31:33
  can
• 31:33
  be.
• 31:34
  Yeah,
• 31:34
  exactly.
• 31:35
  They
• 31:35
  have.
• 31:35
  I've
• 31:36
  literally
• 31:36
  lived
• 31:36
  it.
• 31:37
  But
• 31:37
  I
• 31:37
  do
• 31:38
  think
• 31:38
  that
• 31:38
  that
• 31:38
  is
• 31:38
  manifesting
• 31:39
  now
• 31:39
  in
• 31:39
  their
• 31:40
  being
• 31:40
  much
• 31:40
  more
• 31:40
  intentional
• 31:41
  with
• 31:41
  their
• 31:41
  own
• 31:42
  kids
• 31:42
  because
• 31:43
  they
• 31:43
  understand
• 31:44
  just
• 31:44
  how
• 31:45
  messy
• 31:45
  and
• 31:46
  how
• 31:47
  unsophisticated
• 31:48
  it
• 31:48
  can
• 31:48
  be.
• 31:49
  Like
• 31:49
  Emily
• 31:50
  said,
• 31:50
  you
• 31:50
  know,
• 31:51
  sitting
• 31:51
  with
• 31:52
  your
• 31:53
  child,
• 31:53
  Emily,
• 31:54
  and
• 31:54
  then
• 31:54
  seeing
• 31:55
  wildly
• 31:55
  inappropriate
• 31:56
  ads
• 31:57
  is
• 31:57
  just
• 31:57
  not
• 31:57
  something
• 31:58
  that
• 31:58
  parents
• 31:59
  are
• 31:59
  willing
• 31:59
  to
• 31:59
  put
• 31:59
  up
• 31:59
  with.
• 31:59
  And
• 32:00
  now
• 32:00
  they
• 32:00
  have
• 32:00
  choice
• 32:01
  and
• 32:01
  they've
• 32:01
  got
• 32:01
  access
• 32:01
  to
• 32:02
  fast.
• 32:02
  They're
• 32:02
  beginning
• 32:02
  to
• 32:03
  say,
• 32:03
  do
• 32:03
  you
• 32:03
  know
• 32:03
  what
• 32:03
  we're
• 32:03
  going
• 32:03
  to
• 32:03
  draw?
• 32:04
  We're
• 32:04
  going
• 32:04
  to
• 32:04
  draw
• 32:05
  a
• 32:05
  line.
• 32:05
  And
• 32:05
  in
• 32:05
  a
• 32:05
  way
• 32:05
  that's
• 32:06
  good
• 32:06
  because
• 32:06
  it
• 32:06
  will
• 32:06
  force
• 32:08
  advertisers
• 32:08
  and
• 32:09
  it
• 32:09
  will
• 32:09
  force
• 32:09
  providers,
• 32:11
  you
• 32:11
  know,
• 32:11
  yourselves
• 32:11
  included,
• 32:12
  to
• 32:12
  look
• 32:12
  at
• 32:12
  how
• 32:13
  you
• 32:13
  can
• 32:13
  improve
• 32:13
  that
• 32:14
  system
• 32:14
  and
• 32:14
  make
• 32:14
  it
• 32:15
  better
• 32:15
  and
• 32:15
  more
• 32:15
  transparent.
• 32:16
  And
• 32:17
  I
• 32:17
  think
• 32:17
  that's
• 32:18
  a
• 32:18
  good
• 32:18
  thing.
• 32:19
  Can
• 32:19
  I
• 32:19
  get.
• 32:20
  I
• 32:20
  think
• 32:20
  the
• 32:20
  rise
• 32:21
  of
• 32:21
  connected
• 32:21
  TVs
• 32:21
  again
• 32:22
  really
• 32:23
  amplified
• 32:23
  that
• 32:24
  because
• 32:24
  suddenly
• 32:25
  the
• 32:25
  parent
• 32:26
  was
• 32:27
  in
• 32:27
  the
• 32:27
  room
• 32:28
  watching
• 32:28
  the
• 32:28
  content
• 32:28
  as
• 32:29
  well.
• 32:29
  And
• 32:29
  so
• 32:30
  yeah,
• 32:30
  I
• 32:30
  think
• 32:31
  that
• 32:31
  must
• 32:31
  have
• 32:31
  changed
• 32:31
  behaviors.
• 32:32
  Can
• 32:32
  I
• 32:32
  geek
• 32:33
  out
• 32:33
  on
• 32:33
  something
• 32:33
  for
• 32:33
  a
• 32:33
  second?
• 32:34
  Because
• 32:34
  we
• 32:34
  have
• 32:34
  emma
• 32:34
  here,
• 32:36
  Coppa
• 32:36
  2.0.
• 32:37
  You've
• 32:37
  mentioned
• 32:37
  this
• 32:37
  a
• 32:37
  couple
• 32:38
  of
• 32:38
  times.
• 32:38
  You
• 32:38
  understand
• 32:39
  the
• 32:39
  details
• 32:39
  of
• 32:39
  it.
• 32:40
  Can
• 32:40
  you
• 32:40
  give
• 32:40
  us
• 32:40
  some
• 32:40
  headlines
• 32:41
  on
• 32:41
  what
• 32:41
  that's
• 32:41
  bringing
• 32:42
  and
• 32:42
  what
• 32:42
  people
• 32:42
  should
• 32:43
  know
• 32:43
  about
• 32:43
  it?
• 32:45
  Sure.
• 32:46
  So.
• 32:47
  Well,
• 32:47
  first
• 32:48
  and
• 32:48
  foremost,
• 32:48
  we
• 32:48
  support
• 32:49
  all
• 32:49
  efforts
• 32:49
  to
• 32:50
  strengthen
• 32:50
  children's
• 32:51
  online
• 32:52
  privacy
• 32:52
  and
• 32:52
  safety.
• 32:53
  So
• 32:54
  COPA
• 32:54
  2.0
• 32:55
  finalized
• 32:55
  in
• 32:56
  January
• 32:57
  2025,
• 32:58
  but
• 32:58
  it
• 32:58
  just
• 32:59
  went
• 32:59
  into
• 32:59
  effect
• 33:00
  last
• 33:00
  month.
• 33:01
  It's
• 33:01
  a
• 33:01
  pretty
• 33:02
  significant
• 33:02
  tightening
• 33:03
  of
• 33:03
  data
• 33:04
  and
• 33:04
  advertising
• 33:05
  rules
• 33:05
  in
• 33:05
  over
• 33:06
  a
• 33:06
  decade.
• 33:07
  It
• 33:07
  introduces
• 33:08
  new
• 33:08
  safety
• 33:09
  measures
• 33:10
  like
• 33:10
  separate
• 33:11
  parental
• 33:11
  opt
• 33:12
  in
• 33:12
  for
• 33:14
  targeted
• 33:14
  advertising.
• 33:15
  It
• 33:16
  includes
• 33:17
  a
• 33:17
  redefinition
• 33:18
  of
• 33:19
  personal
• 33:19
  data
• 33:20
  which
• 33:20
  now
• 33:20
  includes
• 33:21
  biometrics.
• 33:22
  It
• 33:22
  has
• 33:23
  some
• 33:23
  language
• 33:23
  in
• 33:24
  there
• 33:24
  around
• 33:25
  AI.
• 33:26
  So
• 33:26
  essentially
• 33:27
  it's
• 33:27
  moving
• 33:28
  from
• 33:28
  saying
• 33:28
  be
• 33:29
  careful
• 33:29
  with
• 33:29
  kids
• 33:30
  data
• 33:31
  to
• 33:31
  prove
• 33:32
  you
• 33:32
  don't
• 33:32
  monetize
• 33:33
  or
• 33:33
  misuse
• 33:34
  it
• 33:34
  at
• 33:35
  all.
• 33:36
  That's
• 33:37
  quite
• 33:37
  a
• 33:37
  big
• 33:37
  shift
• 33:38
  and
• 33:38
  I
• 33:38
  think
• 33:38
  it
• 33:39
  disadvantages
• 33:40
  the
• 33:40
  open
• 33:40
  platforms
• 33:41
  and
• 33:42
  the
• 33:42
  resellers,
• 33:43
  especially
• 33:43
  when
• 33:43
  their
• 33:44
  product
• 33:44
  is
• 33:44
  centered
• 33:45
  around
• 33:45
  AI
• 33:46
  and
• 33:46
  machine
• 33:46
  learning.
• 33:50
  Yeah,
• 33:50
  that's
• 33:51
  fascinating.
• 33:51
  So
• 33:51
  it's
• 33:52
  like
• 33:52
  it
• 33:53
  does
• 33:53
  feel
• 33:53
  like
• 33:54
  it's
• 33:54
  moving
• 33:55
  with
• 33:55
  the
• 33:55
  landscape.
• 33:55
  Right.
• 33:56
  Because
• 33:56
  these
• 33:57
  things
• 33:57
  like
• 33:57
  biometric
• 33:58
  identifiers
• 33:58
  are
• 33:59
  becoming
• 33:59
  a
• 33:59
  lot
• 34:00
  more
• 34:00
  commonplace.
• 34:00
  You've
• 34:01
  got
• 34:01
  like
• 34:01
  platforms
• 34:02
  like
• 34:02
  Roblox
• 34:02
  bringing
• 34:03
  in
• 34:03
  the
• 34:03
  need
• 34:03
  for
• 34:03
  biometric
• 34:05
  validation
• 34:06
  and
• 34:06
  I
• 34:07
  think
• 34:07
  they're
• 34:07
  bringing
• 34:07
  in
• 34:08
  AI,
• 34:10
  AI
• 34:10
  age
• 34:11
  validation,
• 34:12
  that
• 34:12
  kind
• 34:12
  of
• 34:12
  thing.
• 34:14
  So
• 34:14
  it's
• 34:14
  moving
• 34:14
  with
• 34:14
  the
• 34:15
  landscape
• 34:15
  and
• 34:15
  it's,
• 34:15
  you
• 34:16
  know,
• 34:16
  it's
• 34:16
  tightening
• 34:16
  things
• 34:17
  up.
• 34:17
  Yeah,
• 34:18
  that'll
• 34:18
  definitely
• 34:18
  be
• 34:18
  a
• 34:19
  challenge
• 34:19
  for
• 34:19
  the
• 34:19
  resellers.
• 34:20
  It
• 34:20
  will.
• 34:21
  And
• 34:21
  for
• 34:21
  anyone
• 34:22
  that
• 34:22
  doesn't
• 34:22
  know
• 34:22
  what
• 34:22
  COPA
• 34:23
  is,
• 34:23
  it's
• 34:24
  the
• 34:24
  Children's
• 34:24
  Online
• 34:25
  Privacy
• 34:25
  Protection
• 34:26
  act,
• 34:27
  which
• 34:27
  was
• 34:27
  a
• 34:28
  United
• 34:28
  States
• 34:29
  federal
• 34:29
  law
• 34:29
  that
• 34:30
  regulates
• 34:30
  how
• 34:30
  personal
• 34:31
  data
• 34:31
  for
• 34:32
  children
• 34:33
  under
• 34:33
  the
• 34:33
  age
• 34:33
  of
• 34:33
  13
• 34:34
  is
• 34:34
  collected,
• 34:35
  stored
• 34:36
  and
• 34:36
  used.
• 34:38
  Yeah,
• 34:38
  yeah,
• 34:39
  we
• 34:39
  reference
• 34:39
  it
• 34:39
  quite
• 34:40
  often
• 34:40
  here
• 34:40
  on
• 34:40
  the.
• 34:40
  It
• 34:41
  was
• 34:41
  the
• 34:42
  YouTube.
• 34:42
  The
• 34:42
  YouTube.
• 34:44
  The
• 34:44
  YouTube
• 34:44
  2019
• 34:45
  Copa
• 34:45
  ruling
• 34:46
  was
• 34:46
  one
• 34:46
  of
• 34:46
  the
• 34:46
  similar
• 34:46
  ones
• 34:47
  that
• 34:47
  really
• 34:47
  impacted
• 34:47
  YouTube
• 34:48
  ad
• 34:48
  revenue.
• 34:49
  Yeah,
• 34:50
  I
• 34:50
  mean
• 34:50
  we're
• 34:51
  talking
• 34:51
  ads.
• 34:51
  We're
• 34:52
  into
• 34:52
  upfront
• 34:52
  season.
• 34:54
  I
• 34:54
  mean
• 34:55
  what
• 34:55
  you've
• 34:55
  just
• 34:56
  said
• 34:56
  basically
• 34:58
  has
• 34:58
  articulated
• 34:59
  how
• 35:00
  buying
• 35:01
  ads
• 35:02
  against
• 35:03
  kids
• 35:03
  content
• 35:03
  or
• 35:04
  in
• 35:04
  and
• 35:04
  around
• 35:05
  that
• 35:05
  kids
• 35:05
  and
• 35:06
  parental
• 35:06
  co
• 35:07
  viewing
• 35:08
  has
• 35:08
  now
• 35:08
  become
• 35:10
  even
• 35:10
  trickier
• 35:11
  on
• 35:11
  those
• 35:11
  kind
• 35:11
  of
• 35:11
  mass
• 35:11
  platforms.
• 35:12
  You
• 35:12
  really
• 35:12
  need
• 35:13
  to
• 35:13
  go
• 35:13
  to
• 35:13
  an
• 35:13
  Expert
• 35:13
  and
• 35:13
  a
• 35:14
  specialist.
• 35:15
  So
• 35:15
  what
• 35:15
  does
• 35:15
  that
• 35:16
  kind
• 35:16
  of
• 35:16
  upfront
• 35:17
  pitch
• 35:17
  look
• 35:17
  like
• 35:18
  for
• 35:18
  you
• 35:18
  when
• 35:18
  you're
• 35:18
  going
• 35:18
  out
• 35:18
  and
• 35:18
  doing
• 35:19
  your
• 35:19
  job,
• 35:19
  Emma?
• 35:19
  You
• 35:19
  know,
• 35:20
  what
• 35:20
  is,
• 35:21
  what
• 35:22
  is
• 35:22
  that
• 35:22
  headline
• 35:23
  pitch
• 35:23
  that
• 35:23
  you,
• 35:24
  that
• 35:24
  you
• 35:24
  know,
• 35:24
  we
• 35:25
  can
• 35:25
  do
• 35:25
  for
• 35:25
  you?
• 35:26
  Yeah.
• 35:27
  So
• 35:28
  it
• 35:28
  comes
• 35:28
  back
• 35:28
  to
• 35:28
  something
• 35:29
  I
• 35:29
  said
• 35:29
  earlier,
• 35:29
  that
• 35:29
  the
• 35:30
  simple
• 35:30
  truth
• 35:30
  is
• 35:30
  that
• 35:31
  brands
• 35:32
  wouldn't
• 35:32
  have
• 35:32
  invested
• 35:32
  so
• 35:33
  much
• 35:33
  money
• 35:33
  over
• 35:33
  the
• 35:34
  decades
• 35:34
  in
• 35:35
  linear
• 35:36
  kids
• 35:36
  content
• 35:37
  if
• 35:37
  it
• 35:37
  wasn't
• 35:38
  effective.
• 35:39
  So
• 35:39
  it's
• 35:39
  about
• 35:40
  reminding
• 35:40
  brands
• 35:41
  that,
• 35:41
  you
• 35:41
  know,
• 35:42
  this
• 35:43
  trusted
• 35:43
  environment
• 35:45
  is
• 35:46
  still
• 35:46
  here,
• 35:46
  it's
• 35:47
  just
• 35:47
  in
• 35:47
  a
• 35:47
  different
• 35:48
  place.
• 35:49
  So
• 35:49
  they
• 35:49
  should
• 35:50
  really
• 35:50
  be
• 35:51
  thinking
• 35:51
  about
• 35:51
  it
• 35:52
  because
• 35:52
  it
• 35:52
  has,
• 35:53
  you
• 35:53
  know,
• 35:53
  it
• 35:53
  is
• 35:54
  high
• 35:54
  value,
• 35:54
  it
• 35:55
  is
• 35:55
  high
• 35:55
  impact,
• 35:57
  it
• 35:57
  is
• 35:57
  an
• 35:57
  opportunity
• 35:58
  to
• 35:58
  connect
• 35:59
  with
• 35:59
  parents
• 36:00
  and
• 36:00
  kids
• 36:00
  at
• 36:01
  the
• 36:01
  same
• 36:01
  time.
• 36:02
  And
• 36:02
  we
• 36:02
  see
• 36:02
  that
• 36:03
  advertising
• 36:03
  effectiveness
• 36:05
  when
• 36:05
  you
• 36:05
  reach
• 36:05
  a
• 36:05
  family
• 36:06
  as
• 36:06
  a
• 36:06
  whole
• 36:07
  is
• 36:07
  amplified.
• 36:09
  So
• 36:09
  my
• 36:10
  big
• 36:10
  headline
• 36:10
  to
• 36:11
  brands
• 36:11
  is
• 36:12
  we
• 36:12
  need
• 36:12
  to
• 36:12
  take
• 36:12
  away
• 36:13
  the
• 36:13
  digital
• 36:14
  logic
• 36:15
  and
• 36:15
  start
• 36:16
  thinking
• 36:16
  about
• 36:16
  the
• 36:17
  environment
• 36:17
  that
• 36:18
  has
• 36:18
  effectively
• 36:19
  worked
• 36:19
  for
• 36:20
  years,
• 36:21
  just
• 36:21
  in
• 36:22
  a
• 36:22
  different
• 36:22
  place.
• 36:24
  Yeah,
• 36:25
  brilliant.
• 36:25
  That
• 36:26
  makes
• 36:26
  sense.
• 36:26
  It
• 36:26
  is
• 36:26
  super,
• 36:27
  super
• 36:27
  pertinent.
• 36:28
  It's
• 36:29
  that,
• 36:29
  that
• 36:29
  digital
• 36:30
  logic
• 36:30
  which
• 36:30
  seems
• 36:31
  to
• 36:31
  have
• 36:31
  obscured
• 36:32
  everything,
• 36:32
  doesn't
• 36:32
  it?
• 36:32
  It
• 36:32
  kind
• 36:33
  of
• 36:33
  took
• 36:33
  over
• 36:34
  everything
• 36:34
  and
• 36:35
  people
• 36:35
  forgot
• 36:35
  that
• 36:36
  actually
• 36:36
  that
• 36:36
  kids
• 36:37
  space
• 36:37
  can
• 36:37
  be
• 36:38
  one
• 36:38
  very
• 36:38
  effective
• 36:39
  and
• 36:39
  very
• 36:39
  lucrative.
• 36:40
  But
• 36:40
  it
• 36:40
  just
• 36:40
  needs
• 36:41
  a
• 36:41
  different
• 36:42
  approach.
• 36:43
  But
• 36:43
  we
• 36:44
  have
• 36:44
  that
• 36:44
  conversation
• 36:44
  and
• 36:45
  loads
• 36:45
  of
• 36:45
  other
• 36:45
  things,
• 36:45
  right?
• 36:46
  I
• 36:46
  would
• 36:46
  say
• 36:46
  the
• 36:46
  same
• 36:46
  about
• 36:46
  the
• 36:47
  streaming
• 36:47
  content.
• 36:48
  You
• 36:48
  know,
• 36:48
  this
• 36:48
  obsession
• 36:49
  with
• 36:49
  28day,
• 36:50
  you
• 36:50
  know,
• 36:50
  performance
• 36:51
  of
• 36:51
  streaming
• 36:51
  content.
• 36:52
  We've
• 36:52
  talked
• 36:52
  about
• 36:53
  that
• 36:53
  forever.
• 36:53
  Yeah,
• 36:54
  sorry,
• 36:55
  have
• 36:55
  I?
• 36:56
  Maybe
• 36:56
  I
• 36:56
  have.
• 36:57
  It
• 36:58
  feels
• 36:58
  like
• 36:58
  I
• 36:58
  have.
• 36:59
  I'm
• 36:59
  just
• 36:59
  bringing
• 36:59
  it
• 36:59
  up
• 37:00
  again.
• 37:00
  My
• 37:00
  favorite
• 37:00
  pet
• 37:01
  peeve.
• 37:01
  Awesome.
• 37:03
  Super
• 37:04
  interesting.
• 37:05
  Thank
• 37:05
  you.
• 37:05
  I
• 37:05
  mean
• 37:05
  this
• 37:05
  is
• 37:06
  this
• 37:06
  whole,
• 37:07
  you
• 37:07
  know,
• 37:07
  like
• 37:07
  you
• 37:07
  said,
• 37:07
  we
• 37:08
  live
• 37:08
  in
• 37:08
  an
• 37:08
  ad
• 37:08
  funded
• 37:09
  world
• 37:09
  now.
• 37:09
  So
• 37:09
  we
• 37:10
  were
• 37:10
  duty
• 37:10
  bound
• 37:11
  to
• 37:11
  make
• 37:11
  efforts
• 37:11
  to
• 37:11
  understand
• 37:12
  it
• 37:12
  and
• 37:12
  help
• 37:13
  improve
• 37:13
  it.
• 37:13
  Because
• 37:14
  if
• 37:14
  it
• 37:14
  brings
• 37:14
  revenue
• 37:15
  back
• 37:15
  into
• 37:15
  the
• 37:15
  industry
• 37:16
  then
• 37:16
  it's
• 37:16
  all
• 37:17
  to
• 37:17
  the
• 37:17
  good,
• 37:17
  particularly
• 37:17
  when
• 37:18
  sources
• 37:18
  of
• 37:18
  funding
• 37:18
  are
• 37:19
  drying
• 37:19
  up
• 37:19
  elsewhere.
• 37:20
  So
• 37:20
  it's
• 37:20
  been
• 37:21
  a
• 37:21
  really
• 37:21
  good
• 37:22
  primer.
• 37:22
  Thank
• 37:23
  you.
• 37:23
  No
• 37:24
  worries
• 37:24
  at
• 37:24
  all.
• 37:25
  I
• 37:25
  think
• 37:25
  that
• 37:25
  is
• 37:25
  such
• 37:25
  an
• 37:26
  important
• 37:26
  point
• 37:26
  to
• 37:27
  end
• 37:27
  on
• 37:28
  because
• 37:28
  it's
• 37:29
  not
• 37:29
  just
• 37:29
  about
• 37:29
  the
• 37:29
  ad
• 37:30
  dollars
• 37:31
  aren't
• 37:31
  following,
• 37:31
  it's
• 37:32
  then
• 37:32
  also
• 37:32
  about
• 37:32
  the
• 37:33
  flow
• 37:33
  of
• 37:33
  ad
• 37:33
  dollars
• 37:34
  and
• 37:34
  when
• 37:34
  they
• 37:35
  don't
• 37:35
  reach
• 37:35
  the
• 37:35
  publisher
• 37:36
  directly
• 37:37
  and
• 37:37
  the
• 37:38
  siphon
• 37:38
  through
• 37:38
  third
• 37:39
  parties,
• 37:40
  you're
• 37:41
  disenfranchising
• 37:42
  the
• 37:42
  content
• 37:43
  funnel
• 37:44
  to
• 37:44
  keep
• 37:44
  creating
• 37:45
  new
• 37:45
  content.
• 37:47
  You
• 37:47
  know,
• 37:47
  it's
• 37:48
  not
• 37:48
  just
• 37:49
  about
• 37:49
  advertising,
• 37:50
  about
• 37:50
  the
• 37:50
  industry.
• 37:51
  If
• 37:51
  you
• 37:51
  think
• 37:51
  about
• 37:52
  it,
• 37:52
  you
• 37:52
  know,
• 37:52
  kids
• 37:53
  content
• 37:53
  plays
• 37:53
  such
• 37:54
  an
• 37:54
  important
• 37:54
  role
• 37:55
  on
• 37:55
  the
• 37:55
  development
• 37:56
  of
• 37:56
  kids.
• 37:57
  You
• 37:57
  know,
• 37:58
  they
• 37:58
  deserve
• 37:58
  content
• 37:59
  that,
• 37:59
  you
• 37:59
  know,
• 37:59
  drives
• 38:00
  curiosity,
• 38:01
  is
• 38:01
  joyful
• 38:02
  drives
• 38:02
  empathy,
• 38:03
  you
• 38:03
  know,
• 38:03
  some,
• 38:03
  like,
• 38:04
  core
• 38:04
  life
• 38:05
  values,
• 38:05
  not
• 38:06
  just
• 38:07
  unboxing
• 38:08
  videos.
• 38:09
  So
• 38:10
  I
• 38:10
  would
• 38:10
  say
• 38:10
  that
• 38:10
  it's
• 38:11
  not
• 38:11
  just
• 38:11
  a
• 38:11
  media
• 38:12
  decision.
• 38:12
  We
• 38:12
  need
• 38:13
  to
• 38:13
  really
• 38:13
  think
• 38:13
  about,
• 38:14
  you
• 38:14
  know,
• 38:14
  how
• 38:15
  the
• 38:15
  content
• 38:15
  that
• 38:15
  we
• 38:16
  fund
• 38:16
  today
• 38:16
  really
• 38:17
  does
• 38:17
  shape
• 38:17
  the
• 38:18
  adults
• 38:18
  we
• 38:18
  get
• 38:18
  tomorrow.
• 38:21
  Yeah.
• 38:21
  Very
• 38:22
  well
• 38:22
  put.
• 38:23
  All
• 38:23
  right,
• 38:24
  well,
• 38:24
  that
• 38:24
  is
• 38:24
  a
• 38:24
  great
• 38:25
  note
• 38:25
  to
• 38:25
  end
• 38:26
  on,
• 38:26
  I
• 38:26
  would
• 38:27
  say.
• 38:28
  Awesome.
• 38:29
  Thank
• 38:29
  you
• 38:29
  so
• 38:29
  much
• 38:29
  for
• 38:30
  joining
• 38:30
  us,
• 38:30
  Emma.
• 38:33
  Thank
• 38:33
  you
• 38:33
  for
• 38:33
  having
• 38:34
  me.
• 38:34
  I'm
• 38:34
  such
• 38:34
  a
• 38:34
  fan
• 38:35
  of
• 38:35
  you
• 38:35
  three
• 38:35
  and
• 38:35
  the
• 38:35
  great
• 38:36
  work
• 38:36
  you're
• 38:36
  doing.
• 38:37
  We
• 38:37
  just
• 38:38
  have
• 38:38
  to
• 38:38
  chat
• 38:39
  and
• 38:39
  you're
• 38:39
  chatting.
• 38:39
  You
• 38:39
  can
• 38:40
  come
• 38:40
  back.
• 38:43
  Great.
• 38:43
  You
• 38:44
  want
• 38:44
  to
• 38:44
  do
• 38:44
  the
• 38:44
  sign
• 38:44
  off,
• 38:44
  Andy?
• 38:45
  Yeah,
• 38:46
  I'll
• 38:46
  do
• 38:46
  the
• 38:46
  sign
• 38:46
  up
• 38:47
  sign
• 38:47
  off.
• 38:48
  So,
• 38:48
  yeah,
• 38:49
  fascinating
• 38:49
  chat.
• 38:50
  Great
• 38:51
  to
• 38:51
  hear
• 38:51
  about
• 38:51
  how
• 38:52
  ad
• 38:53
  dollars
• 38:53
  have
• 38:54
  the
• 38:54
  flow
• 38:54
  of
• 38:54
  ad
• 38:55
  dollars
• 38:55
  and
• 38:55
  the
• 38:56
  migration
• 38:57
  of
• 38:57
  the
• 38:57
  audience
• 38:58
  and
• 38:58
  the
• 38:59
  Gen
• 38:59
  Alpha
• 38:59
  household.
• 39:00
  Cmo.
• 39:01
  I've
• 39:01
  got
• 39:01
  two
• 39:02
  in
• 39:02
  my
• 39:02
  house.
• 39:03
  Yeah.
• 39:03
  The
• 39:03
  rnc,
• 39:04
  the
• 39:04
  podcast
• 39:05
  CMO
• 39:05
  is
• 39:05
  telling
• 39:06
  me
• 39:06
  to
• 39:06
  also
• 39:07
  let
• 39:07
  you
• 39:07
  know
• 39:07
  that
• 39:08
  you
• 39:08
  can
• 39:08
  find
• 39:08
  us
• 39:08
  wherever
• 39:09
  you
• 39:09
  get
• 39:09
  your
• 39:09
  podcasts.
• 39:10
  And
• 39:11
  please
• 39:11
  like
• 39:12
  and
• 39:12
  subscribe
• 39:13
  and
• 39:13
  we'll
• 39:14
  see
• 39:14
  you
• 39:14
  all
• 39:14
  next
• 39:14
  week.
• 39:23
  Don't.
• 39:26
  But.