What really happens?

A lot of national advertising is built from the top down.

National audiences or strategy scale down into individual geographies, as you just said.

But consumer behavior doesn't scale down neatly.

Even if you theoretically recognize user IDs to apply to a segment, what's true nationally may not be true in Philadelphia, Seattle, or Dothan, Alabama.

Plus, audience behavior may differ meaningfully even within individual markets.

So local requires a bottoms-up approach.

some keywords and I think I know what the keywords would be here but I want to give you an opportunity usually when I wrap up inside the stack I ask my guest for three words uh that they think describe their sector of the industry right now so I think for you it's about like local and converged tv what are your top three words and why? And then I'm going to tell you if I was right or not.