 Thank you all for having us here. I know we are running a little behind the scenes. What we are going to try and do, and we have some fabulous people out here, and I'm going to try and help all of us with the most of our time. Talking about a subject which is a bit more relevant to me than it has been in a very long time. At the same time, it's not a subject that's new, it's not a subject that's always spent a lot of time for resources and money. Finding ways to reach people better and entertain and engage with each other. What I will start with, I think we have a fabulous mix of companies here. There is fashion, there is media, there is technology, there is what some might call B2B products and there are enough solutions on the table in the performance of the company. So what I am going to try and do is start by exploring the spectrum of marketing as I call it. And I think in that ethno-social union is what data-driven environments have allowed us to do is explore the entire range of how you want to reach out to your audience. So on one end of the spectrum, and there is this sort of half-visualization, but one end of the spectrum is what we've always done as marketers and even in the case of mass media, that was possible and it remains possible in the social union environment, which is identifying a macro-level of segments and doing what I would call carpet bombing to an audience, where it's a fundamental set of messages manufactured by a manufacturer and you throw it out on people who are working somewhere in the state. The other end of the spectrum is obviously what some of us call the audience of the morning, which is you draw out two attitudes or saunas that can allow me to be public, a single-man being with a custom user journey as you may be following. What I will try to start with, I think there is a huge debate about which end of the spectrum is the right sweet spot for your business to make it the center point in the marketing business. What I will try to start with is asking each of our managers that in your particular industry and your marketing business, how do you go about finding your sweet spot and if you are lucky enough to have found one, where does it sit? So, hi everyone, I am Prashantar and I am a performance marketing team in Seekor. So that kind of regards gives me the opportunity to work with different business models, different businesses, it's going to be easy to see each with very, very good APIs. And you know, I work in the sweet spot, boys down to what your key performance is. We plan this project, starting with the lag and actually allows us to think outside the box, where we push ourselves to figure out how do we find the partners in that market and then start to go that out versus the branding exercise, which is more engagement and impression driven. So, you know, in today's day and age, while you are chatting outside, when we are talking about bullseye and really laser targeted capabilities, this is the order in the last 10 years, you know, when Google started targeting capability was in there, so if someone is searching for new shows, that's your bullseye target, then there was the patient which was back into that. Today, when you are social media, world-wide, we can target people who are accessing or consuming data through 4G, 3G, an iPhone X, a 6S, new device. So, you know, tons of target indicators, but at least really zone it on their one to one, if you wish that is not going to be there. That's a very interesting one to make. I want to come back to you a little bit about how do you realize that you are trying to find the sweet spot. Before that, tell us about your industry, how do you go about finding the sweet spot? How much do you target? Say, like, how much do you service the target audience and you identify the target audience? Yes, it is possible to identify specifically the target audience, but do I have a different message for you? Or do I have a better other way, talking to people like you, who are all constantly, have the same interest and possibly have the same motivation? For example, when somebody wants to use the one I can, it could really, that I have an interest in, which is about, say, in Friday night, I want to go for a party, I'm just telling this one, but what do you want for a party? And they're going to be looking for fun, I can say, but I don't know where my master said it. And at the same time, a different set of audiences are looking at that, because they also want to attend a wedding, and it's a different kind of pride. At the same time, there is an audience who is looking forward to a weekend with a family, and they're going to be able to get a solution. At the same time, there's a person who's preparing for a wedding on a Monday, and is approximately looking at the best look for that entity or for that person. It is the best and most efficient item of humanity and targeted at a group level, rather than an individual level. It's possible, but it just doesn't mean you're out of it. Do you think, in terms of gospel transaction, does that value play a role in the choice of a particular model that will be deployed in a position which is probably sad? Absolutely, because at the end of the day, every person that I delegate has to give me an acquisition cost. The cost of targeting that person, the cost of selling that out to that person, and taking them to the general. If my cost of acquisition is X, and my transaction value is, say, about $10,000, it makes sense, but if the cost of acquisition at that individual level turns out to be only five times of what my transaction value or my life value would be, it just doesn't make sense. I know it's not a very romantic question from creative standards. It's a very hard-created science. It's a CFO kind of question. CFO is kind of an answer, but I have to bear over the end of the question. How do you look at things in the fabric there at the same time? I'm just trying to figure out where to begin. Okay, so the way we look at it, the way I look at it, is there are various reasons to be on legitimate social. Targeting is one of those reasons. Because I think as Brian has said, we will try and be on the social system. You try and be in the social system for various objectives. Your objectives will be very good. One objective would be this simple written awareness. The other objective would be engagement. The third objective would be conversion. Simplistically, it would be broad objectives. For each one of these three objectives, your definitions of ROI and your definitions of how you think and what kind of performance metrics are very different. So, it's where we are concerned. We choose our objectives, marry them with the platforms which are best suited to deliver those objectives, and set metrics in place for each objective. So, there is no simple answer to this ROI question. An ROI question for an engagement campaign is very different from an ROI question on a conversion campaign. An ROI question on conversion is very different from an ROI for reach and awareness. Your metrics and performance would vary from actual sales in case of conversion to brand updates in case of reach and awareness. So, depending on what your objective is, you need to be picking up your courses accordingly. So, like you said, it's about probably picking courses for courses. Let's talk about the same title. In any case, you also have an interesting mix where your business has a huge model dependency on the users. But also, the eco-experts actually do a big role in the purchase decision. How does the game of Davidit in your case work between these two? So, as I said earlier on this panel, one of those business companies is well known. So, before I made this, it's a big prize for you, Phillips. So, it's like that. Thank you for asking for 125 years for a company. Only 25 years for startup. So, it's like depending on the startup space because a lot of you might be familiar with lighting as a traditional lighting product and what will you go? But this is a huge transition. Today, we are obviously talking about connected lighting. It does a lot of things. It could actually personalize. You know, even in an office space, if all of you are sitting, and there's just to be the same design, you make the lights, I think. Which you also think you can be personalized to give you the right colors. But definitely not regular lighting. So, we believe that digital and social society goes well, but whatever the ROI is, only when it's an integrated part of the overall marketing campaign, including some of those spray and spray kind of media that we want to talk about, right? Also for us, I think, don't look at social as, you know, only one platform. We use different platforms, different people. For example, as you said, we have our own digital products, and we use LinkedIn, for example, for thought issues. We're not even talking about the product. We're talking about technology, about innovations, you know, and those kind of platforms. Whereas, of course, in our Facebook, we have more product, right? And if you're an interpreter, we are providing a lot of updates of what's happening in our building. So, I think we are looking at all these different kinds of engagement for the kind of audience that we have, so that it's just not about the products any longer, but a lot of data. We've launched a product that's very unique to us. Now, one is to talk about that, but then we realize there's a photographer who has, you know, just like in a lot of programs, you think out here, he has to do those things very efficiently, and, you know, he has made a video of himself saying that how this life actually helps improve that thing. That is something that you are now trying to amplify. Very interesting point here, very interesting. It actually works in the context of an overall brand strategy where social media is one of the opportunities. And I think we feel that consistently across the organization we have in this group as we talk about, that I think too many of us are thinking about a social strategy. Most of us are actually working towards a brand strategy and then saying, where does social need come from? And from that point on, let's figure out what's the most efficient way of targeting it. Now, speaking of targeting, let's come to the case of HP. I think by most of, if I may, your profession is still calling it a legacy business. Are still in the sort of huge shadow of mass media driving a large part of the energy. HP is probably on the other end of the spectrum where a large part of the marketing dollars have always gone into energy. So, since both the wonderment as well as the length of time that they spend and that you must have spent working on this, are there any things which sort of HP has learned which probably have touched upon that? The best part of HP is our 70% marketing dollars actually go on digital. I work across different industries. It used to be close to 20 and that's 30%. I used to say that digital is taking too much and we don't have money left for TV and friends. But HP being because of the devices, because of the Gen Z who we are targeting for the new devices and the new technology features which is coming is also for them and when you do more studying of them, you realize they are all digital leaders. So they are always on digital. So the only ways to survive or manage the band relevance for them is to study them well on digital and then target them and then reach them. What we do at HP really well and that's something which I have talked about where am I in this spectrum. We have been here up for funnel and low funnel. How do I reach and then how do I engage with them and each of the PG because of the data, the big data which you have, the installed database which we have, that's the advantage which HP has because all the devices you buy, they can be tracked for the sustainability aspect of it. So that becomes the big data which goes in millions and that data can be really analyzed to actually customize it and not just customize it. Customization I would say is a whole school thought. Additional media is to segment and target and customize and position but it's all about personalization. So this entire process of dynamic creative optimization and the programmability of that entire stock is done really well and that is what is the uniqueness of the HP marketing. That's of a pun. And that ultimately comes back to override which we call as retain and then acquire and then develop them further and then we get back into the big data. You know the thing you said about HP being a data niche organization and I completely understand that every user you capture in the view of data and then right next to you we have a company which one of the captures also generates data and then HP is setting up big data, Arudha Deshita will call massive data and let's come and talk. Tell me with the amount of information you capture as a platform already about people on your team. How do you actually figure out that information overload and make sense of how to keep some sanity about that? I'll think of it your first question because that's important to my perspective. You know I look at it a bit differently from how you sort of think about Arudha Deshita's way of thinking. So to my mind it's actually to access there's an access of why I bought marketing which is your objective and what is the message. And then there's an access of when and where which is for time and you know what actually you want to basically think that this is up. I think from times in the mobile every marketing year wants to target the user as close to the user journey even the people who are traditional Indian marketers choose the time of the day the show, the channel where they want to target so that they can get the maximum back So if you ask me, marketing has never been a desire to be there or never been a question where you want it or not it's always been a desire. It's just that technology and nature allows you to do that much more effectively and be able to measure it. That's the only change. If you ask me on the inside of the access I would like to be, you know, targeting is there. Even if there is a common message for the same object here which has to go with everyone you would still want to choose the context in which you want to give that message to the audience which is target, even if that message is not different. So that is just from an overall perspective of how we think about targeting. Coming to the second question that you asked which is how we look at the entire data I think for us it's both about what we do on the platform because there is a lot of engagement that's happening on the platform and what we do outside, you know, social and a lot of the digital channels and I think for us it's trying to create a food usage when they actually first see our ag question and they comment and engage and be engaged and sort of also churn out on the platform and data gets really complicated I think what I have realized over the years is if it's just a simple there is a lot of very first principles data that we have regularly I think that data comes second or third in the entire journey. It's a very simple first data of what user is trying to tell you or what user is trying to search from an end perspective is powerful enough for being able to create enough relevant messages and if we can do that where we can actually get 60-70% of the journey then we can solve all the problems of the data is what I have seen or the data has a huge role to play in everything that we do. So like you both spoke about between customization and personalization of messages depending on a, the awareness of the users and be the understanding of where in the user journey are we discovering that. Now what that means also in practical terms is we are now looking at also a model that needs to be properly developed which needs to mass customize our messaging and therefore what we are talking to each of our users. Rowan, let me ask you a question of that. Now with that diversity what do you think it does to the subject of storytelling which we know is equally important to as marketers we are reviewing our agencies. So how do you believe the subject of storytelling in there, there is pressure now to customize the messaging in the market? The normal marketer should have a base to take that changes, the sections changes behavior is changed in time and that's a new idea I don't know what targeting allows us to do is to tailor that story but the story still needs to be popular. I think the biggest change that these platforms are bringing is the way people can do media I know that sounds obvious but the one big change that it makes for marketers is that even advertising is now more often seen as advertising at the end of the day, advertising is content we discussed this back stage that over time it's a scene that marketers got to believe we all were guilty of that we started out in the 17th century trying to entertain our audiences with interesting ads and then we thought ok you know what I've got that stuff rather than spend effort and money on entertaining and building a great story let me throw money behind making sure that the consumers see that I think with social media the game is changing again today it just takes 3 seconds for somebody to move on into the next thing in music today 3 seconds that's what's going to happen so rather than solving for telling your story in 3 seconds I think what we need to focus on is once we have the right audience what we'll be saying in those 3 seconds we'll make sure that we can stay on for the balance 20-70 seconds or 50-70 seconds again and again that's a good point I'm making there's a lot of conclusions being drawn based on the instructions being debated by 4 minds Facebook says it's 3 seconds or if you do the same it's 7 I think it's also a function of the model we draw out of that story which is another time I have to vomit my entire message or is that the time I have to actually capture somebody's attention so that they are intrigued enough to actually cure the rest of what I have to say now once storytelling becomes therefore more complex to hold people's attention in such a particular session in my life the other aspect of Darwinism is also bringing back consumption, finance and savings which is where probably businesses which have a pure online or a pure offline footprint have had a experience of messaging that or let me talk about the detailed footprint of faculty and of course all the messaging and targeting that you do on social messaging, messaging of success and how many could fall as a private source how do you draw correlations and conclusions of ROI in that? I think for businesses like ours which are very large businesses the challenge has always been and it will continue to be to drive best returns from the investments that you made in real estate and I think there are two ways of dealing with this situation is to ensure that people that you already have shopping at your stores return to your stores more frequently and buy a bigger volume of money the other challenge of course is to get new people to enter your stores as first-time shoppers and get them to obviously purchase one of the ways is that you try to deal with this is using the large demand basis in the iron and mobile numbers for example share with us and use that as a device to target current shoppers on let's say platforms like Facebook where you already reach out to your current consumer, your current shopper through custom targeting and get them to consume ads or get them to consume stories of communications which write the brand message but sometimes the on just perverse that's already there but sometimes it's good to be on trying to convert a particular location of sale then also to use what you use for custom targeting to create mirror organisms, the localized organisms now these are people who are not your shoppers but these are people who exhibit a certain amount of similarity in terms of interest, likes, predispositions and then often to get them to also serve communication which you think is neurobiological and so on the trick in all of this is of course is to personalize that communication personalize that communication as best as you can basically and then after you look at what kind of glyphs you have on both series which can be captured online as well as actual conversion and stores those are some of the things that we've done in the past like we've done it now over the last couple of years and it has worked out pretty well so if I were to actually add if your business model is obviously a little more like engagements from social but actually being impacted in stores if you look at organization like actually it actually makes a little more complex because your retail footprint is physical, digital within e-cars it's been exclusive versus money friendly so of course there is the personalization that you spoke about that there is stopping at the funnel story telling which is about awareness equity and equity and then there's the bottom of the funnel which is driving the closer towards the transaction now if the Fabianian matrix is a 2x2 matrix yours is a lot more complicated how difficult does that mean optimization in 2x1 is definitely storytelling because ultimately more people are going through big gate are more real trying to customize personalize the messages more it's like overload of information which lacks emotions which ultimately doesn't bind people and drive reference any interest it's driven a lot by a lot what's on the off so more online more on off mithra and everyone got used to getting such good deals there on and it's very difficult to actually satisfy customers and consumers there so it's important to balance the mix of what does the brand really stand for with the storytelling and ultimately drive conversion which is the lower funnel so little bit of difference I have some of the pandas which spoke there that what do I capture in 3 seconds actually I can't capture anything in 3 seconds and we recently did an experiment with Diwali that we were doing this ad for humanity and how technology can help bridge humanity I was really surprised that in this era no one is concerned about what's happening to humanity suddenly the video was actually it was what a second video and we could see the traction going on those content too lot of videos which we post online also is close to 1 minute we are posting a video on security in your devices that video was close to 1 minute 30 seconds and I could see good traction and then there are videos which I do where in even 5 seconds people don't want to see it so now is it 3 seconds philosophy is it storytelling I would say storytelling it's still powerful and how do I actually more powerful is my story better is my dynamic creative optimization that's where I can actually personalize from the same story how do I make it relevant to you in that context and then finally say how much I can drive the lower funnel which is the ROI now ROI is always very very driven by sales and there is a separate motion and funnel which we need to run very very effectively so I have a mix and match model like in India there is SMS and then there is retailers and people and customers should be and it's a hygiene which we have to manage there's no running away from it to drive around yeah I just want to it's a point which is very very exciting as we made slightly earlier I just want to react to it from a public point of view from a social digital media presence and both have the new case under the sun both have the new case under the sun but both have very different animals and they can be dealt with very quickly so why in the case of broadcast advertising and broadcast advertising and social digital as well we don't use it for this there is also this challenge of what interests you like to get your first 3 seconds, 5 seconds, 7 seconds something says that can't do you more it's not about what you're delivering in the 3 seconds but it is about are those 3 seconds good enough for you to get the person involved for the managed 27 seconds if those 3 seconds are not good enough then the rest of the 27 seconds will never be seen so we tell you we do a lot of stories which are a minute, a minute and a half in some cases speaking 3 minutes which are about craft trees how is it made how is it made how does a craft cluster work how does a carrier do a work some of these stories are relatively long of commentaries you're writing between 2 minutes and 3 minutes and these stories are families fabulous individuals, fabulous coins fabulous shares so I think there is a difference and I want to reactivate that that advertising and storytelling and other things don't necessarily get mixed up with each other and depending on the objective is there are ways of handling and with that success and I think in today's environment I actually agree because in today's environment you're planning on what to be on our inspection of looking at your assets it's currently looking at the whole touch point in a way that I can actually start the story in a place it's like any big story has 3 parts pretty individual actually use the touch point to make a overall story travel across the platform then make it more intriguing draw the line with formats and then be identified then you come back to the company that's been working with at that time some people would say look, I can vouch for it first time how exciting that actually to an average person there's also a risk of eventually being an electrician or a puppet designer how do you deal with the subject of engaging people through stories rather than interrupting them on that subject so as I have been talking about this also I have been talking about it both have that space and storytelling really is an area which we are using on the social media platforms we have you know, if you talk about it as not we were talking a lot but my home I'm not an electrician but I think we have a complex example so when I'm such a good woman we were lucky enough to get the opportunity to welcome the now the customers but the work is done by the central department and there's a contractor the audience of the department and everybody has their own preferences what they want to see because architecture and writing has really like science definitely for us I think a lot of the government officials today are also on these platforms it is not equal to somewhere if you have a positive but it's a clear question of these offices there are a lot of emotions we pick up stories of what has happened that we have picked up such historical moments that the users are creating that content and that's the story they become part of the media to read for example there is an architect involved another architect talking about how he has used these products sometimes the environment mentions those stories which is right because we are looking at the impact out there and those user related stories are what you can actually get such a program and we try to clear on that or such other and the more we can get them to talk about we have seen a so let me now bring us to I love how we start with an extremely rational subject of data and how we are now into the romantic space of storytelling and let me bring it back right into the data where most marketers obviously are spending a lot of imagination in finding and telling stories there almost seems to be this sort of trying between the beautiful world of stories and the statistical world would you want to talk about any example or case where you may have actually seen a happy client in the world I do in fact so and I call that story boring so from a story with L.A if we are doing a good job of having you want to start to story boring and this example is a campaign that we did about 6 months ago over a period of 6 months with an insurance company starting with Father's Day moving on to Rangshan and then to Bali and what we did for the first time all of them or even the man tried out for us so we did different first videos so these didn't air offline this was for Rangshan on social media and then we said hey why don't we bucket this campaign into two parts one is performance very performance driven which is even though it's a video we want to generate quotes we want to generate insurance quotes for you and then the other is a brand based on these two segments where we want to do the same thing again pick one marketing world versus the other was the genuine purchase so when we launched the Father's Day campaign folks that had viewed that video for about 10 seconds saw the second one and the ones that saw saw the third one and then the brand money that was put was like it was your your shawkan or pre and spring and obviously the story worked out because this is someone that engaged with the brand for the first time there was recall engaged again the same people and then there was strong brand recollection that happened from that perspective and not to mention obviously performance method so what you would have done would be the same amount of budget aimlessly hitting on the folks that didn't watch it for more than 10 seconds I'll stop that performance efficiency worked on into that so I think there is there's a marriage between story and story board and data which is what again is your bullseye the sequential stories the subsequent stories cost per viewer the progress is coming down which is a very emotional piece of content in a very actual argument so why don't let's talk about this I think the company is part of the business it's in fashion naturally to both great visual content as well as the entire mythology and storytelling and Mitra obviously has been probably not the earliest companies of the block when it comes to customizing entertaining and interesting content for people and literally using that to make them also drive value to the same is there any example from your experience where again this happy coming together of data and mythology I think customizing the messages is an extremely important part of our campaign marketing and I was sharing with you Baxit also one of the most interesting in June last year in the minute that we after we had a clarity on what's the actual of the campaign then we looked at a lot of our data both from the actual purchase and almost 30 to 40 microseconds of consumers for each microsecond depending on the context in which they want to see the content or the message and the kind of message that they want to see in that context as well as add to that a layer of the kind of visual imagery that will go along well with that context we created almost goes to 14,000 different periods to serve those records now looked at the entire of the campaign I think there was a 2x dip which happened particularly because of being able to get the right context and if you had nothing but just put in the right context you would have hopefully got that in but there was a 4x dip because you were able to customize both visually and from a poppy standpoint and I think as I was saying in the beginning technology allows you to optimize your own pieces now which is the beauty of it you would have really decided to do this by having hundreds of people in your team to do that on a regular basis and I think it's getting into a zone where you can really beautifully marry the emotional and psychographic data which comes from offline research a lot with the transactional data from the online and you know really get the right procedure across and that's something we are trying to do at scale now with every last campaign that we have now things are going to pass to one rapid fire question I need a one imagine this as a wind diagram where one circle is the universe of social media and the other circle is the entire universe of precision targeting that data field what's the one word you put at the intersection of the two I need a one word answer context, fabulous what else and after this we are opening up for I think we have time for probably two questions one word, I know the outside tell me a different question do you need to tell us about this question and I agree that this is going to be absolutely so let me sum up the few words that I thought stuck out personalization is one clear theme which I think all of you made a lot of drawing the difference between communication and content which is messaging perspective the one word that actually I would put in the middle of the two words is going to be everything towards the two universe and lensing everything from point of view of the consumers we should serve rather than the customers we should and I think any brand that's drawing that line is where the that was like the conclusion of the success of this so with that we could take probably two questions that are in it or to get out of the way to the next session any questions could you also point out to which panelist was the one who addressed the question the answer was the panelist talking about this after the so from the user point of view what are consumer point of view suppose if I go to point of view brand page in terms of the analytics and everything person who have intent person who is interested in that product I get targeted each and every platform for next few days and automatically it turns out to be a blind spot for you I don't want to work at any of the so in that scenario how brand market is decided this is the limit of targeting and then if I do that till you don't buy it till you buy it the minute you buy it you try this many bowls buy the product once in a year you can see that at 15 I can still learn about it I wish as consumer make your job market is easy once you see that 4 times at least buy it or at least give a comment to a consumer otherwise if you wanted by 15 times but on a serious note from marketing point of view obviously if I wanted I know that at least 4 to 5 times because you are also busy there are multiple things there are too many priorities and you might forget so if you added to a cart it's my job to remind you might have forgotten I would remind you 3 times 4 times but even if you have still not done it then I would rather save my money and target those who are really interested at least they responded so that's where the media optimization on social media can be done beyond that it depends if there is a brand who wants to target 10 times, 15 times it depends on what's the KPI like it could also depend on what the category is what the brand is whether it's a new brand, whether it's established so there are many media exclusives that apply for KPI the reason why you decide with certain brands and certain campaigns you need a 3 plus plus plus 7 plus similarly you would apply one last question my question is about getting the data for millions of customers that you have for the services which you would use now my question comes from the likes of GDPRM into the European Union but we may expect very soon because most of the companies are working from India so how do you deal with this kind of scenario and when you will have to face that if you ask that question would be complicated because to be honest that deserves a section of it and we consciously chose 45 whether this is probably not enough time to justify it it's a brilliant and relevant question today because social media and the importance of it the devices which we bring to consumers has all security and privacy because of the same factor on social media you can reach to the people who have consented if you have not consented you can't reach and you always have an option any website any of the players any of the competition brands any of the other brands which you want to buy there is always a clause you have to check whether you agree or you disagree the moment you disagree you don't reach it and it actually follows that very clearly global in India too it's applicable it's not that in India it's not applicable so that's taken care of having said that the people who are interested to know more it's important as a brand to reach them because they are interested to know more the people who are interested to get more customized messages rather than irrelevant messages to them it's important that we serve their messages and content which is relevant to them and the moment you find the content relevant it's important I keep you interested in my brand so I will keep serving you the content which is actually then engaging to you for the brand and once you are too interested to buy my product I have to serve you an option to buy the product as well so the tracking of the journey will happen to the database and they will have consent to you will answer you I can just capture off the aspect of consent this is something you have proactively recommended to most of our clients permission is a tricky subject and it boils down to the soul of the organization of how engaging stroke interrupted you want to and I think the responsible organizations are already moving towards a principle of art which is there you are seeking permission and not presuming it and I think at a fundamental level the policies and laws will take the time to make money at a principle level that's the choice that the company needs to make at the end and while it may make a difference to your transactions you can also have a reverse impact and it's for the company to choose what's going on if I may just bring that back to gravity I think it's just between how much are you legally or legally allowed to know about a consumer versus as a brand how much can you lay down the consumer that you know about so ultimately if you you know what you are going to this content so how about dress for it but that's just this is really quickly this is a conversation I was having at different conference we were talking about how ad blocking is bad for business whereas it's not actually it's awesome because you don't want to show an ad or go to someone who has already gotten the change so brands are understanding that respecting the lines that are being drawn by consumers frequency cap only is in the base for that to happen so brands are thinking to do that because it's beneficial for all types of people great so with that I think we will be there a lot of time you can continue that over the bar in the next 5 minutes we really have to wrap this session thank you for being on the fabulous audience