Mm-hmm

...

the consumer of this product? Who are we gonna be targeting? And we don't even need the merchants to tell us.

In fact, if they were to share, they can share with us.

But by just m- looking at their product, looking at the descriptions of their product, we'll figure out consumer profiles, and in a very detailed way.

In fact, we come up with a, almost a psychological profile on, on different consumer groups.

And generally we'll start with five.

Can you walk us through what happens when we have a, a, a group of ads that you believe are going to be successful? Then what's the process into Meta and then the appropriate targeting t- for those ads to be successful?

What are the issues facing retailers and brands when it comes to promoting the right content? What are the issues that they're having to tackle right now?

In a way, the issue is probably millennia old, at least centuries old.

In fact, if we go back to about 200 years, a guy named John Wanamaker, who literally pioneered the concept of the department store in the U.S., I think he had this saying where he said, half of my ads don't work.

I just don't know which half.

And this was in like 1800s, basically.

But the problem has not disappeared.

In fact, if anything, I think it has been exacerbated, especially in the digital world, by the amount of content that people see every day and trying to actually get attention of your user, of your potentially subscriber, of your buyer.

So, you know, so I get that theory is one thing I've heard this theory before, but how do you, if I put your feet to the fire, how do you actually increase the probability of being right?