The time spent online is a proxy for many different things. but share shift lags , the biggest thing holding back is large brand spending. What you find is, really comes down to can you understand what somoene's proprensities are in different environments and match them up? We are starting to see real movement in that. Brand advertising: you have to do that by customized marketing campaigns. onlnie media have not developed at scale customized marketing programs. that's people intensive, creative intensive and not algorhithmic.