The Secret Sauce of COVID

We have extremely tight kind of data tracking. And so when we notice that like there's maybe 30 day demand, nationwide, left, we will go in and acquire all that inventory and then turn off ads. So it's literally kind of playing the shock market really. That's why I like to call it. We're playing our own little niche market where we know that 100 units of this is going to move whether we take part or not.