So two things here. First, you have the fact that these types of products are not easy to track ROI with. It's not like a click through ad where it is easy to

So two things here. First, you have the fact that these types of products are not easy to track ROI with. It's not like a click through ad where it is easy to see a direct conversion from a click to a purchase. The other issue has to do with privacy and pending regulation. More regulation and a drive towards privacy will mean less data, less data means less targeted direct measurement. Any way you look at this, it sounds like things are going to get interesting.