 The last 25 years of my career started in newspaper and have gone all the way through search and media and mobile and in that 25 year period most of the things I was working on were generating media impressions and selling them to marketers. Today really the DTX company, I'm launching to the other side of the marketplace which is to spend time on the marketer side of the market and you know I think my learnings in the last 25 years don't give me a total viewpoint on that space but give me a lot of lessons from what I saw on the other side of the marketplace so the future of what we're building today at the DTX company is really about treating brands and marketing in a way which is built for an omnichannel physical and online world which a lot of people call 020 but that's really something that I think is the future of marketing and you know I think we'll end up working with all the partners that I was competing with or working for on the media space. The media space in general has essentially hopped from medium to medium to medium on the on the commerce side there's been sort of this stark either offline or online and you know I think some companies have done it very successfully mixing the two if you look at Nike or Apple or businesses like that or what Alibaba is doing in China but I think the notion of hopping and becoming more omnichannel is something that the commerce companies could learn to a big degree from the media companies and you know the media companies have gone through a lot of change and there's certainly struggles there in terms of getting to those models but at the end of the day you've seen some of them really make tremendous progress it looks to me on the retail side like some of the retailers and some of the D to C brands the people who kind of hopped the fastest are probably going to have the best outcomes.