Agencies Merging in the Face of GDPR

One of the ways agencies grow is by buying smaller agencies. In theory, that gives them access to more clients, a fresh creative staff, and a way to create scale to ward off competitors. However, mergers and acquisitions are only as good as their integrations into the mother ship.  According to an article in AdExchanger,

There were 398 acquisitions in 2016 with a total investment of $14 billion.  The Big Six – WPP, Dentsu, Havas, Publicis, IPG and Omnicom – were responsible for 89 acquisitions, at a value of more than $3.3 billion.

Figures through September showed 291 acquisitions this year. And in this game of agency supermarket sweep, many of the targets come from the data, digital and programmatic aisle.

This could prove tragic in the long run. The good news is that at long last agencies seem to understand that digital, data and programmatic are capabilities they need to have. But they are one step behind in the race to the future. As a result of coming new data privacy regulations, such as the European GDPR (Global Data Privacy Regulations), many marketers have data at the forefront of their minds, but for the wrong reasons. They know they are going have difficulty using it the way they did in the past, because now the consumer will be in control of her data.

What the big agencies really should be doing is studying up on those regulations and coming to grips with the limits that will be placed on the use of data in the future. Agencies are usually headed by people who may know the creative side of the house but don’t keep very good tabs on data. There will be an amazing culture clash when the data-driven geeks arrive in the house. There will be equally big problems because programmatic itself is coming under scrutiny for brand safety issues and ad fraud. So far, the geeks and the creatives have been kept separate, in separate companies. If they come together under one roof, that holding company will have to tighten its controls to make sure that the data flowing through its acquisitions is in compliance with the new regulations, or the fines will be significant.

So what the agencies will need now is a new cadre of management familiar with aspects of the business that have been lumped into a separate bucket called “martech.” And they will probably have to beef up their compliance departments as well.

In the rush to integrate acquisitions and learn more about how to manage data, guess what will get short shrift again? True creative, the kind that makes advertising users want to see.

Another Attempt to “Fix” Digital Advertising

Everyone is trying to “fix” digital advertising.  And now the “geeks” who “disrupt” things have entered the picture,  which always reminds me of how the geeks  realize healthcare, too, is broken and needs fixing. But the geeks don’t know much about healthcare and have a tough time building products that really offer value to that industry, and the same thing will happen in advertising.

A few months ago, we learned about the launch of the Brave Browser, a browser that blocks ads and pays content providers with something called a Basic Attention Token (BAT), which is a form of digital currency. As a visitor to sites,  you buy BATs and they are paid out to content providers in micro payments when you use the browser.  Although we’re following this, we’ve seen too many attempts to replace advertising to believe any of them will work. People want their free digital content.

Now we’re seeing another attempt to use the blockchain to fix the digital advertising ecosystem. This one is called Papyrus, and it doesn’t attempt to replace advertising, but merely to make it safer and more transparent. It hasn’t raised its money yet, but here is an excerpt from its whitepaper:

The Papyrus project aims to provide just such a next generation ecosystem for a fair exchange of value between users, publishers and advertisers. We aim to deliver a postIndustrial marketplace where users control which ads they want to see, who has access to their personal information and market determined compensation for their data, attention and actions. In the decentralized Papyrus digital advertising market ecosystem, all parties will be incentivized to find equilibrium between their interests and resources to obtain maximum value for themselves or the organizations they serve.

That sounds fair. It takes into account the publisher’s need to have revenue, and the user’s need to control of her data, in addition to the advertiser’s need to reach its markets.

Its objectives are laudable:

Preserve sensitive data that users want to keep private while still enabling precise audience targeting using appropriate data processing; Compensate users directly for voluntarily sharing their personal data; Build a sophisticated value-based reputation system that significantly decreases the level of non-human traffic and other types of fraud between participants; Minimize the risks for advertising businesses from excessive government regulation, criminal attacks and security breaches; Increase the agility of all business processes by enforcing everything in real-time via blockchain smart contracts and state channels 3 to eliminate transactional bureaucracy, corresponding offline paper work and the need for traditional bookkeeping; Create an economy that incentivizes the developer community to produce more and more efficient applications that solve practical tasks in advertising; Dynamically balance the interests of users, publishers, advertisers and developers for smooth, accelerated and economically viable progress towards new and more efficient advertising products.

However, scanning the team we think that the company is probably located outside the US, which means the tech stack may be first rate, but the marketing will be slow.  Adoption of the blockchain won’t happen tomorrow, but it will probably eventually happen. While this is nothing to think about today, but at ZEDO we constantly think of both today and tomorrow. It’s how we keep our product development teams ahead of the game.

Facebook’s Problems Illuminate Dangers of Scale

As if all the new blockchain companies trying to fix digital ad transactions weren’t enough, we will certainly face more scrutiny in the buying and selling of ads since it was revealed that a Russian troll bank connected to the Kremlin propaganda machine bought $100,000 worth of ads on Facebook during the last election. This was admitted by Facebook, which probably means it’s the tip of the iceberg. Underneath is an iceberg that could harm Facebook if the election revelations are looked at as part of  a pattern that includes Facebook’s recent gaffe with data reporting.

That gaffe, reported by CNBC,  was discovered by a Pivotal analyst,

Facebook’s Ads Manager claims a potential reach of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas U.S. census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.

“While Facebook’s measurement issues won’t necessarily deter advertisers from spending money with Facebook, they will help traditional TV sellers justify existing budget shares and could restrain Facebook’s growth in video ad sales on the margins,” said research analyst Brian Wieser, who maintains a “sell” rating on the stock with a price target of $140 for year-end 2017.

While the incorrect reporting of data is something Facebook itself has to fix, the propaganda problem is more difficult to address.

There is a lot of hand-wringing going on in our government and in our newspapers wondering how the Russian ad buy could have happened. But we in the industry know exactly how it could happen: Facebook Ads Manager. Anyone with a credit card  and a Facebook account can use Ads Manager, and several people making relatively unnoticeable buys of about $10,000 each could easily have the benefit of Facebook’s super-targeting abilities to hit very specific people with very appropriate messages that would resonate enough to cause them to change their behavior patterns or — we wonder — their votes.

Thus, the same specificity that brands love can be perverted by political organizations to manipulate minds.

How should we think about this?

In Europe, the GDPR addresses some, but not all of this by giving consumers more control over their data. However, we haven’t yet seen any expert analysis of how this would apply to Facebook, which is not a conventional publisher. In fact, Facebook has been reluctant to think of itself as a media company at all. In the face of these recent discoveries, that’s one thing we think will have to change. We may see the return of the ugly word “platisher” as we in the industry try to address these concerns.

 

2018: The Year of Data Security

It doesn’t take much to predict that 2018 will be the year of enhanced online security. We were headed toward more emphasis on consumer privacy anyway, but the massive Equifax data breach forced every consumer to face what geeks have known for ages: that left to their own devices, the companies that collect, handle and sell our data do not care about keeping us safe. We have to be in charge of our own data security. This event will change the thinking of just about every American on the internet, and since the Europeans already relish their privacy and have begun to take steps to enhance it, we can look forward to a real difference in how marketers, developers, and publishers operate online.

Here’s what we think will happen in 2018:

  1. Apple, which has made security a differentiator in its products for a long time, will block cookies automatically in Safari 11.  All the major marketing trade groups are fighting this, saying they are “deeply concerned” with Apple’s plan to override and replace user cookie preferences with a set of Apple’s own standards. This is called “Intelligent Tracking Prevention,” will provide consumers the gift of a 24-hour limit on ad retargeting. So that pair of shoes can only follow you around on the internet for 24 hours.
  2. A new browser, Brave, developed by the inventor of Javascript and the former CEO of Mozilla, loads news sits two to eight times faster than Chrome or Firefox by blocking ads and trackers by default. Through Brave’s use of blockchain technology, it pays content creators viewed through its browser in micro payments.  The block chain is coming to advertising in other use cases as well, mostly to make the digital media supply chain more transparent. We predict Brave will catch on with the geeks who favor ad blocking and security, although the general public probably won’t know it exists.
  3. The big Kahuna of changes is the launch of the Global Data Privacy Regulation in May 2018.  The GDPR, as it is lovingly referred to, affects how marketers can interact with European consumers: they can only market to a consumer who gives permission. Because this regulation was passed by the European Commission, it carries the force of law and if you violate its terms you can be liable for a hefty fine.

Although the UK is in the process of Brexiting the EU, because its companies handle so much data from EU members it will follow the conventions of the GDPR.  America will be dragged along kicking and screaming, because most online businesses do not have a convenient window into where every data point comes from, it will be easiest simply to comply.

4. There will be a major business opportunity here as small businesses who haven’t paid much attention to these issues in the past re-examine how they handle customer data or who they partner with.

5. And then there’s the obvious windfall for companies that sell data security solutions, which will not be far more appealing.

There may also be a change in advertising from an emphasis on performance ads based on data to brand ads, which do not involve having to violate privacy by tracking consumers around the web.

 

 

 

 

IOS11 Forces Ad Industry Innovation

Last week Apple announced IOS11 and with it the new version of its Safari browser. Now Safari is not at all the most popular browser, because most of the world uses Android, but it is a browser used by almost half of all web traffic in North America and a quarter of all the traffic in Europe. And that traffic is highly desirable to advertisers.

Apple, however, does not care about advertisers. Advertising isn’t its business model, because it sells hardware and software.  And to illuminate the cause of its unconcern:  Apple’s differentiator is security and privacy.

Remember when the F.B. I. asked the company to break into the iPhone of Syed Rizwan Farook, who perpetrated the mass shooting in San Bernardino, Calif a year ago and the company refused? 

Bureau officials [said] that encrypted data in Mr. Farook’s phone and its GPS system may hold vital clues about where he and his wife, Tashfeen Malik, traveled in the 18 minutes after the shootings, and about whom they might have contacted beforehand.

Apple went to court and fought the government rather than write new software to compromise the iPhone’s security.

It only stands to reason that Apple would try to protect its users further by incorporating anti-tracking software into Safari; that’s right in line with its brand strategy.

Safari 11… intelligent tracking-prevention technology makes it harder for ads to follow you around from one site to another and for advertisers to keep track of your browsing habits over the longer term. One part of the approach is deleting even first-party cookies if it’s been more than 30 days since you interacted with the website that set the cookie.

This drove the advertising industry wild, with a coalition of industry groups publishing a letter last week telling Apple that Safari’s new settings would endanger internet economics.

Apple’s Safari move breaks [cookie-setting] standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the internet.”

But the ad industry shouldn’t worry. We remember when pop-up ads were blocked, and the industry squirmed. We also remember when third party cookies began to be blocked in browsers, and the industry wrung its hands again. Now the blocking of first party cookies will be used as an incentive to innovate, because consumers have already sent the message that they hate retargeting and don’t want to be followed around the web by a pair of shoes they just bought.

And besides, not all first party cookies are blocked, and that’s because some of them are actually desirable for users. Those are the ones that make it possible for you to log into a site without re-registering each time. Safari uses a machine learning model, so if a user visits a site and logs in with Facebook or Twitter, a cookie will still be set to allow that user to log in again.

We are gradually moving toward an era of brand advertising, in which users will be shown content and incentivized to interact with ads for a reward. This gives users a choice,  and does not put all the power in the hands of advertisers and their ad tech to force an ad in front of an unwilling user, where it has rested for the past two decades.

 

 

Will Facebook Groups Hurt Publishers?

Publishers who have struggled to maintain revenues for years against the onslaught of Facebook’s command of the audience  now must face another example of how little the site truly cares about its publisher partners..

We have been saying for a long time that there something wrong with Facebook’s measurements in the light of our own experience. And now the advent of third-party metrics has revealed that some of Facebook’s video ads have as little as 20% viewability, which is only one aspect of the measurement corrections the site has had to make over the past six months.. That’s not  likely to change very soon, because Facebook does not prioritize publishers and never has. Nor, it seems does it prioritize brands, even though they pay the bills..

But Facebook has bigger problems than either publishers or brands. Now that the world has recognized it as a media company,  it has governments coming after it and users accusing it of spreading  fake news. It’s at once a publisher and a platform for publishers.  Like Google, whose motto may be “don’t be evil,” but who has recently been fined by the EU for another kind of evil,  Facebook has gotten too large to be seen favorably by everyone, and its management has to juggle a multitude of conflicting priorities.

To address what it believes is the biggest of those priorities, keeping users engaged and on the platform as much as possible, Facebook has rolled out a new strategy around groups. It is no longer enough in Mark Zuckerberg’s  eyes that the world be merely connected to friends and family, it must also be brought closer together. Taking his cue from some very large groups that formed around interests such as specific diseases or leisure activities, Zuckerberg first began  to talk about the value of groups.

Then in June Facebook held its first community summit and announced a change of mission. From USA Today

After a decade of promoting Facebook as a service that connects small groups of friends and family, Facebook is broadening its focus for the next decade to “give people the power to build community and bring the world closer together.”

The new mandate stems from Zuckerberg’s soul searching on how Facebook should evolve to help people pull together in divisive times.

Facebook was supposed to give people a sense of common humanity. Instead critics say Facebook has played a role in increasing polarization with the spread of fake news and reinforcement of filter bubbles during contentious elections in the U.S. and overseas.

This seems to further distance Facebook from its publisher partners as it seeks its own continued growth.  It also begs the question of how advertising will be served to users in groups. Making money has always been a necessary evil for Facebook, which has the attention in an economy based on attention.

Facebook, like any other company, has its own survival imperatives. Most premium publishers we know have already dedicated more resources to Instant Articles than they are getting back in revenue, and some already pulled back.

We would advise publishers to focus on their own audiences with quality content that is highly targeted and served on a well designed site that loads quickly. Depending on Facebook for driving traffic or increasing revenue is, as always, naive.

 

 

 

 

 

 

 

ZEDO Makes Online Trust Alliance Honor Roll for 5th Consecutive Year

For the fifth year in a row, ZEDO and its subsidiary ZINC have made the Online Trust Alliance Honor Roll. The Online Trust Alliance (OTA), is an Internet Society initiative with the mission to promote best practices for online trust.  The 2017 Online Trust Audit & Honor Roll –  is the de facto standard for recognizing excellence in online consumer protection, data security and responsible privacy practices.

“Data is the ‘oil’ of the Internet economy. It is fueling innovation, growth and revenue. At the same time, if abused there is a risk of data spills, negatively impacting user expectations and ultimately the Internet at-large,” said OTA Founder and Chairman Emeritus, Craig Spiezle. “The OTA Trust Audit & Honor Roll underscores the urgency to embrace responsible security and privacy practices. Failure risks a long-term impact to the Internet.”

OTA observed the emergence of an alarming three-year trend:  sites either qualify for the Honor Roll or fail the Audit. In other words, sites increasingly either take privacy and security seriously and do well in the Audit, or lag the industry significantly in one or more critical areas.

Although ZEDO is not a consumer-facing site, we participate in the Audit to be sure we’re doing the best we can do for our customers and partners. If you read the press release notes, you will find that if ZEDO were an actual consumer-facing site, it would be among the top 50 in security and privacy protection. Ironically, the banking community scores lowest in best security practices.

 

“Despite ratcheting up the criteria needed to qualify for the 2017 Honor Roll, it was encouraging to see the highest percentage of recipients since OTA began the Trust Audit nine years ago,” said Spiezle. “While OTA congratulates all Honor Roll recipients, many others have a long way to go to ensuring and embracing acceptable security and privacy practices.”

Industry Highlights
From best to worst performing industries:

  • Consumer Services: This industry was again the best performing with 76 percent making the Honor Roll this year. This segment accounted for 26 of the top 50 consumer-facing sites (52 percent).
  • Internet Retailers: Fifty-one percent of the top 500 Internet retailers made the Honor Roll, a significant improvement over last year’s score of 44 percent. This segment accounted for 10 of the top 50 consumer-facing sites (20 percent).
  • News & Media: Forty-eight percent of news and media sites made the Honor Roll this year, the most significant improvement over the previous year across all industries. In 2016, media and news sites were the worst performing sector with only 23 percent making the Honor Roll. This segment accounted for three of the top consumer-facing 50 sites (6 percent).
  • ISPs, Carriers, Hosters & Email Providers: Forty-six percent of companies in this new 2017 category made the Honor Roll. This segment accounted for seven of the top 50 consumer-facing sites (14 percent).
  • Government: Thirty-nine percent of audited U.S. federal government sites made the Honor Roll. This was a significant decrease from 46 percent in 2016. 60 percent received failing grades
  • FDIC 100 Banks: The percent of FDIC 100 banks making the Honor Roll saw the biggest drop in 2017, going from 55 percent in 2016 to 27 percent. This sector had shown consistent, significant improvement in their Honor Roll score up to 2016 before plummeting this year predominantly due to increased breaches, low privacy scores and low levels of email authentication. 65 percent received failing grades.

“OTA’s Audit continues to drive awareness and recognition about the importance of responsible data security and ethical privacy practices,” said Internet Society Chief Internet Technology Officer, Olaf Kolkman. “The increase in sites embracing end-to-end encryption shows it is becoming the norm for site traffic.”
To qualify for Honor Roll status, a website must receive a composite score of 80 percent or better and a score of at least 60 percent in three categories: 1) domain, brand and consumer protection, 2) site security and resiliency and 3) data protection, privacy and transparency. Failing any one category automatically caused a site to fail overall. OTA expanded the 2017 methodology with additional criteria, telemetry and data fidelity addressing today’s security threat and privacy landscape. OTA analyzed websites between mid-April and the end of May 2017. It estimates that it analyzed more than 500 million email headers and approximately 100,000 web pages.

The 2017 report was funded in part by grants from Symantec and Verisign. Data providers included Agari, DigiCert, Disconnect, Distil Networks, Ensighten, High-Tech Bridge, Infoblox, Malwarebytes, Microsoft, Risk Based Security, SecurityScorecard, SiteLock, Qualys SSL Labs, Symantec, ValiMail and Verisign.

 

About OTA:

The Online Trust Alliance (OTA) is a non-profit with the mission to enhance online trust and user empowerment while promoting innovation and the vitality of the Internet. Its goal is to help educate businesses, policy makers and stakeholders while developing and advancing best practices and tools to enhance the protection of users’ security, privacy and identity. OTA supports collaborative public-private partnerships, benchmark reporting, and meaningful self-regulation and data stewardship. Its members and supporters include leaders spanning the public policy, technology, ecommerce, social networking, mobile, email and interactive marketing, financial, service provider, government agency and industry organization sectors.

Context: The Most Important Mobile Ad Attribute

Publishers have had to have a mobile strategy for quite a while now, but in the past year many have realized they have to be mobile first, or even mobile only to meet their customers. This has required a new understanding of context — how to reach those customers, understand them, and offer them services that do not offend.

This requires an understanding of context: what devices and screens their users are on, the patterns of usage, which networks they’re on, what plans they’re on, and more. In human history no other devices has presented such challenges.

For most users, mobile means apps, especially for digital media consumption.

A study by cross-device identity and advertising platform provider Drawbridge found that in just six months, from August to December of 2016, the top 15 ad-supported iOS apps grew 32.5% in monthly unique users to nearly 137 million, while the top 15 ad-supported Android apps grew five percent to 606 million monthly uniques.

In 2016, for the first time, mobile surpassed desktop as a means of consuming digital media, and equally important was the growth in mobile advertising, which also surpassed desktop.

In mobile, context takes many forms. Creators have come to realize that mobile is a new surface, and that they can’t just re-package their old content, TV ads, or display ads. Mobile can tolerate special sized vertical video, swiping in multiple directions, and geolocation. It is far more interactive than the desktop, and therefore open to bigger challenges as well as opportunities.

Publishers must be able to know whether a visitor is viewing their content on the subway, standing in a store, walking, or just waiting to know what kind of ad that person would be willing to see. As Grapeshot points out,

In the mobile sphere, the content being consumed in the moment sends powerful signals as to the context of the person consuming and interacting with it.

Contextual understanding adds a layer beyond what audience data can provide. Knowing what media are being consumed signals a person’s current state of mind, their current preferences, even their level of engagement and degree of attention.

Correctly executed, contextual advertising puts brand messages where consumers will accept and even welcome them. It also protects brands from dreadful adjacencies, such as hate speech, porn, and terrorist propaganda.

A few years ago, a startup then named Proximic tried to sell the idea of brand safety to both advertisers and publishers. It had the capacity to scan over a hundred languages in real time to find brand safe locations for ads. No one seemed to care. The company was sold to ComScore, and is now called Activation, but now Grapeshot has come along,  and using similar machine learning algorithms to target suitable ad placements.  And on mobile, the suitability of placements has become far more important.

For example, since most of consumption activity takes place in apps, it is imperative to understand the context of apps into which messaging can appear safely without either compromising brand safety or interrupting a consumer intent on an experience. Page-level understanding of what’s inside apps is still in its infancy and the industry is still using workarounds developed by verification services like MOAT.

But these are tools for the post-bid environment, and the problem won’t be solved until we find a pre-bid solution.

 

 

Mary Meeker Sets the Agenda

Mary Meeker’s annual Internet Trends Report has been published. The long and short of it is that half the world is now connected to the internet by mobile phone, and while mobile phone sales may be saturated and therefore slowing, mobile phone use online is still growing. Most users still have Android devices, although Apple is growing a bit. In the US, mobile phone users spend an average of three hours a day on their phones.

And with this growth in mobile device use finally comes more advertising dollars, Last year, mobile passed desktop in ad spend. But there’s still a discrepancy between the time spent on mobile devices and the number of ad dollars there — a $16 billion opportunity, says Meeker.

Unfortunately for other publishers, Google and Facebook now have 85% of the global online ad spend, up somewhat from last year.

And so is ad blocking, especially in Asia, where 58% of Indonesians and 28% of Indians (as well as 9% of Chinese) opt out of having data collected on them through advertising. The European GDPR (new privacy regulations) may also cause changes, although ad blocking in Germany is mainly on desktop.

But the biggest change from last year is in the presence of better measurement tools from the big players (Google, Facebook, and Snap), who have been pressured to ad better reporting to their offerings. For Google, product listing ads drive traffic to product pages, while contextual ads drive purchases on Facebook,  and goal-based bidding ads work best on Snap.

In addition, geo-targeted local ads drive foot traffic to retail stores.

Here are the types of ads consumers appear to like most:


Meeker says inefficient ads are rapidly being exposed by data. She says it is now possible to get the right ad to the right consumer at the right time. This may be a little futuristic, but it’s certainly what is coming.

The presentation goes on for a long time (355 slides) through gaming, and through changing user interfaces (mostly voice). She also talks about image recognition and how that will become the most important part of search.

Perhaps most important for publishers, she says on slide 50 that the line between ad, content, store, and transaction is blurring, and that the most successful publishers in the future will also be targeted stores.

We are ready with these new formats, in which you swipe up to buy or tap to book right from the ad on the site. And we know that targeted well, consumers like these ads because they’re useful.  Now is a good time to get in touch with us.

ZEDO: A Safer Way to Buy and Sell Digital Ads

I was talking to a woman on our sales team in the midwest last week, and she said “you know, in the midwest many agencies haven’t even heard of ZEDO and ZINC.” In some ways, that’s not a surprise. We’ve been around since 1999, when we were founded as an ad server for publishers, and our headquarters then was in San Francisco. We later expanded to deliver out-sourced ad operations services, yield optimization services, and pretty much anything a publisher would need to increase revenue. But we’re a solutions development company, not a marketing company.

About three years ago, we started a division called ZINC and brought to market innovative high impact ad formats as the industry changed. We were, if I remember correctly, first to market with an ad called the “Inview Slider,” an ad that only appeared when a visitor was there to see it. we followed that with an equally innovative video format designed to be displayed by publishers with sites that didn’t publish video. The “InArticle” Video was quickly picked up by the industry and re-named “outstream.”

We went on to focus on mobile, developing an entire suite of ad formats that do not anger mobile users and get better results than any of our competitors. Along the way, we moved the company to New York to signal our entry into the advertising side of the digital media ecosystem.

Once in New York, we realized we had access to a new customer: brands and agencies.

Along the way we participated in a range of industry-wide initiatives, and realized that ad fraud and brand safety were becoming paramount in the minds of industry thought leaders, so we jumped ahead once again, developing a completely private, secure, end-to-end solution  — a platform on which our customers can buy innovative formats that are served directly to our premium publisher network without the danger of supply chain corruption.

At the same time, we eliminated several former partners with whom we worked until we realized they weren’t playing the game on the up and up and their networks were fraught with bots and malware. We also severed connections with some non-quality publishers.  And last, we partnered with a company that checks all the URLs to which we serve to make sure we serve ads in a brand safe environment.

All the while, we were heads down continuing to develop new technologies, and ignoring the elaborate marketing plans other companies user to generate transactional sales. We much prefer relationship sales. We’ve just developed our first slide deck in years. We’re coming out to build additional relationships.

You will see more of us now in the media world, because we have begun reaching out in the midwest, New York, and the west coast, doing somewhat more aggressive storytelling about what we have to offer.