The Importance of Attention Metrics

There's an upside to a slightly higher CPM because all of the metrics which you just said are heavy business metrics, not fluffy. I was on stage last week with JP Edwards from OMG in Saudi Arabia and he delivered a similar but real world example. He didn't mention the brand was buying low CPM and they were buying all these impressions in their cost of acquisition is kind of in line with their CPM so it's quite high. But as soon as they started to integrate attention metrics or attention data into their planning processes, essentially what happened is their cost, their CPM went up,. Their cost of acquisition absolutely floored out. It's exponential in terms of the upside.