The Light Versus the Heavy

I don't think it's about the personalize content any more. I would rather spend the time and money researching what makes a market same like e ad within the site, because then that you can drive penetration. You can drive market share, not just a sal to day and show a good positive roas on an ad. Ye, with the messes that we need to target. But trying to create that true one to one connection, digitalig especially with the in landscape right now is becoming increasingly more difficult.