>> What made you decide to build your own ad serving technology as opposed to going with someone else who can provide that technology? Is there some competitive advantage in that?
>> We believe so. You know when your primary way of making money is through ad revenue we want to make sure that we can do some real exciting things in that space. The targeting that we've done is real revolutionary, patent pending and we're able to do a lot of neat analysis specially on our users and what they're doing and how they're finding information and then we infer real interesting specific properties about those users that put them into certain categories. That's something that we wouldn't be able to do through some of the more generic ad serving technologies that are out there.
>> You mentioned the word revolutionary in regards to the ad system. What specifically would you say is revolutionary and how did you develop it?
>> Well the targeting is really quite unique. We're processing all kinds of data. When we look at the kinds of page views that users are doing on the site we can infer some really interesting facts. For example we can tell when a home is likely to be put on the market or a particular user is likely to be a mover. These movers are really attractive users for our advertisers as they look to get kind of further up the pipeline as opposed to in many cases today you know that when an advertiser is able to market to someone they've already moved and a lot of those services that they're potentially wanting to offer our customers its maybe too late. So we've done a lot of neat statistical models that we've built using the data that we're processing to be able to do that kind of targeting.
==== Transcribed by Automatic Sync Technologies ====
