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spk_0: good day ladies and gentlemen and welcome to the be more digital advertising saw at this time i would like to introduce your host down simon who was joined by my not muslim their chief data research officer and sarah do that is had an investor relations and treasury at meals and there will be an opportunity for questions today if you have joined via the webcast and you wish to ask a question please press the asked question but if you have dialed into they please press star one on your phone at any time to enter the to make you it is no my pleasure to turn floor over to your host than some sort of the floor years okay thank you very much fall and die be out preemptively thank our both you and louis for all the help over the last three days arms or director in the background here and ah this marks iraq twelve of twelve fireside chats that we've hosted here at the summit and die ah things have done exceptionally well appreciate all the support to i'm from the the have the team i that tie does the magic behind the scenes your on so and more importantly i as we close up on we're very happy to have nielsen here to send us off into the weekends i'm might you had joined us last year thank you once again for coming back or also joined by sarah as well well but i i want to maybe starts i've and he did you do not jump it if you want the job at my that may be as are featured guest i'm toast maybe a little bit more about what your role the is at nielsen ah and the single most important thing that you think investors should know about nielsen's role in digital advertising today
spk_1: rape a good to be here dan and and glad to be speaking to you again this year
spk_0: look i i lead the data signs in nilsson lifestyle which means that the team is responsible for developing our high quality measurement data such as panels which is very important to us or securing data to partnerships to compliment our data in expand coverage
spk_1: we are also responsible for ensuring that we're deploying best in class methodology ease and machine learning models for accuracy representation and quality that we you know we really hold ourselves show in a high standards
spk_0: and to your letter question where the team is focused on which i think them the the big focus is what i call in developing and one for the future which is where the as you as you can imagine all media is converging right more linear as well as digital and this as a very very important new evasion and my team is really you know spending is slipping him on of time ah on all aspects of does she have heard about are all the new innovations coming out about identity future proofing the cookie less with the privacy we're changing our methodology our data assets in knowing i'm rebuilding infrastructure to support their and one so that's what i think we're very excited about and i gotta tell you that it'll ever be larger data science team which is larger been done next flight competition put together
spk_1: anna we are in it you know relentlessly focused on nelson one in the future of digital
spk_0: i i i like that that that that's that was that nice and set of thrown out on the earnings call little bit as well earlier this week is it's i it's important to remember sort of the scale of the operation and i and level of investment that dad it's it's it's it's it's yeah i just wanted to many breeder i want a little dwell on one point the definitely encourage an analytics a think of to you know people lose the find point their currencies build or time and the way we work and you'll the and i'm pretty sure you want to understand leave it on what's going on in on it and infrastructure holly building the quality bring it back in and the homes back and we talk a little bit about that
spk_1: but it is really important for our folks on a called understand that there are a lot of analytics out there but we are really really ferguson currency we are focus on single currency which we believe in one which really gets all the media exposure in one place to you could translate it will shun and
spk_0: and where and how many times and a duplicate it audience across this platforms and devices i just wanted to make that point early and on because hopefully it's gonna come through in the rest of this session now we want our pick through a lot of those are the details of are all the changes that your overseeing and than that on that god i was ice talk about you know that the cert a hierarchy and tears of information services products and that i say sort of currency is is is the top posts a benchmarking usually in the middle and then there's all kinds of analytics there's i every have it's it's it's the word that gets very broadly defined and so ah i'm i'm glad you i am glad you're you're you're highlighted that different cells are so i want to start with that you a topic that i know was certain them more of a headwind more of a negative and twenty twenty one but it does seem poised now said to be a positive and twenty twenty two and that accreditation from the media ratings counselor they are the mrc ah so you're you're ceo and see how of spoke little bit on the earnings call about that the process for the national tv ratings as well as both digital and local products ah you've already mentioned and or nielsen one for for those that were less familiar with it which is your ah in a news for cross screen methodology that were the process of rolling out and i know that accreditation process as that are ultimately that and goal at at at the at the end of the the path and mind i'm that the thing that at david and kartik talked about that i'd love to have you expand on a little bit more were certain milestones that have been reached in this process and in particular said how nielsen was going beyond what was required can you elaborate more on that reminder sort of what specific time winds are being worked towards his well yeah so let me and i'll give it a contest and i can get you just some of the details especially up things are you working on i just want to be clear that we are not only fully you in the process we are deeply deeply engaged and continue to support all aspects of the on edge as well as all the products that are in the audience right now we'd with the help of external consultants we have a lot we have a tree align with the mrc are completed a diagnostic assessment which men says less to our pro games and topics that we need to get to we're not just for the sand opportunities to drive be sustained while it improvement and just focused on there are getting regaining the collegiate asian now coming back to the less this is important because this is actually are not
spk_1: anything nebulous when it's actually agreed at one with them are see and as success criteria are are pretty pretty well defined and k and this goes to in or i'll call three or four different areas the first areas panel or four months which you know
spk_0: we have had challenges during the cold it so basically focusing on that aspect the second which is related to panel performances did a quality of easy that tied together the term is a interesting and obviously i important one that we have realized is that communication and the transparency because lot of work goes on and we wanted to make sure that every enhancements every changes or that we are making we are communicating transparently as quickly as you can and finally the technology we are making investments in the attack to really accelerate some of the future the an oriental agree more to be good recruitment and support and so and so forth ah i'll even one example right your heart any our systems and processes so we don't encounter issues again if this and pandemic and dub when just was talking about we accelerating small for remortgage communications and a panelist fixing issues remotely so those are the ones that we are really double downing right now and a team is it really focused on that communicating with stakeholders every step of the way so there's a lot of effort going on in making not only what we're doing transfer your how ya doing it what's an outcome of that and and mrc is part of all now you know process ah finally i won't say the commitments we have made you know right now our sample sizes forty one thousand homes on and we are on track on to get to forty one thousand and six hundred buying like and next couple of months and on of course we're also committed to growing the palin twenty twenty two and two age it's a now timing you talking about timing so we as backed the necessary action items and audits by mid year of this year twenty twenty two and at that point we respect de see dom members to board on it out frankly in a we don't see any hurdles in terms of action items is just a matter of months not years rick and so when you say see you expected to vote on a group of of of action items ah that a know that a lot of what she just laid out there around absurd a new best practices that you're gonna lay out go for it does that include what you might be a announced as a real accreditation arm and then second just also type of because you several products that are sort of going through the process year the national tv ratings for
spk_1: versus digital local can you just maybe make sure we understand the differences across products as well yes i guess you could why eight so basically is a largely to specific on audience arm and maybe to and you know your my luggage one is national yeah so the focus is to get re accreditation of the national audit
spk_0: and as a lid on the time line by midi year this year will get a good view up where we are we are already going back and for the mrc every day we have auditors by the way looking at the process as we speak you know why you know the the the process works in the they look at the process as were making changes and an improving and then it can the it's to avoiding which is going to be around media this year up the second one is digital ad ratings were shoes on very important product and as recent as you know that dream coal vid and duty all the privacy issues and challenges we had to make massive transformation in the methodology yeah that point we asked mrc just get a while we'll go back and fix the methodology as we are in a book is going away while the signals going away and we are building our identity platform and which is actually by the way part of the on it went to the audit i was bringing the new methodology back to the in front and center and that's going to be accelerated that whole part and i think we are expecting some level off voting or commitment from mrc in next few months on digital ad ratings to that's going to be preceding before we get to the national
spk_2: faster
spk_0: so ah that's very helpful on and and just yeah he he dove into it right there was the i wanted to censor to go next to the to send these changes you've made under the hood and start with the the the digital measurement system and which i know leads into your sir roderic changes across your identity system just about eve you mentioned it a little bit there you have prompted by changes the cookies and that types of things out there but just give us a little bit of background on the initiative on and and why would know ultimately those first steps when they began to be thought of they're are we doing that digital methodology and and how that process stands today yeah it's and any did you just a couple of toss the on a broadly i'm you know as you know the industry is going through lot of transition as audience are shifting to streaming which is everything is becoming digitized an hour of strategy obviously aligns clearly with the growth of the industry wide scope when and where it's going so we be leave that are strategies digital for a stranglehold for a study's lead to global product is not you know ferguson one country or on geography and up and i think it'll good to answer your specific questions i want to go back you know where we started as you know that get an early twenty twenty two when we're told me last year when the middle of it in a lot of digital privacy constraints are lot a lot of the large publishers including platforms have been pulling back some of the data and the digital ad ratings had the product is built on a very simple premise where is that our ability to link device to an actual person not so much device to a browser are are are a mobile mobile device says but the by device to a person right shalt that feeds into what we call is understand your demographics buying the full to or i were exposed to an ad as well as d duplications of the same person watching the same sure add across different devices likely golden doubled count you removed a waste from
spk_1: this ecosystem and our and now and make sure you're coming up with the right set of estimates so when when challenges identifies or or eroding we started to build or nilsson identity back from which we talked a little bit of last year as well the good news is currently globally all
spk_0: our digital products are some are supported by our identity platform so all the demographics deduplication for digital ad ratings digital content ratings in the last blustery battery bus other countries are supported by the product it's in production and and we i'll we're seeing red results and just so just to be clear there's no is you said that so that new identity platform is is is functionally being rolled out under the hood and is it is now being up taken into all of your digital products and is that that functionally that that roulette kind of complete or and and other things are never perfectly complete by the it is is that the right way we should interpret that yeah it is so i you know the design infrastructure and development in is is complete out what we are doing though is we are building a solid foundation of partnerships child radiology you may have heard and we are announcing lot of partnerships and these are all going from basically supporting a single goal is to make sure we have the not only the full coverage like we are bringing more newer types and diverse set of signals into the platform sold our i didn't you but you know our identities becoming more accurate is more robust are more relevant going forward you'll see that we're going to do more data partnerships lean forward to make sure that identity is more accurate and has a hundred percent coverage and i want to get into a lot more of the different types of partnerships with some specific players and moment but we're week just to stick with the identity system for a moment they're big part of it has always been inserted direct integrations with some partners that have you know big logged and right authenticated ah ah and by
spk_1: it's can you can you just talk about that process and he got a lot more diverse partners that euro out in the last few years but that starting point lots of to go there and and then walk through other pieces of your your partnership strategy he as i think i'm let me talk about couple of that we announced recently one call college trend desk right arm it's up another step him ruined the measurement of dope and were to basically that partnership
spk_0: supports the news and mission our mission is to major all publishers all audiences sell this allows us to really bring that treat you know what to call or rest of the liberal been web measurement much much much better and make it better and more robust and up we are also in the partnership see also the you know their preferred partner for across media measurements as we bring nilsson one into the u s in other markets is going to help us the second wind about that partnership danny's is though we talked a little bit of our last amazon about as well is a interoperability our identities of one measurement not about targeting which means that he could buy your mom media on any other targeting platform be in demand side platform or problematic platforms but we're setting up our ideas in a way that they can talk to other i d's and tread desk our partnership is going to be important one ah and a benefit to tread desk is obviously in all the tread this clients have no access to digital ad ratings globally by the way and down and that's extremely beneficial so we announced the international partnerships in line the last few weeks back on the last week a week before now trade guess delays coming in and jog identity platform it helps us to improve our demographics and coverage and we launched our our digital product with trend disdain three markets already france uk in italy and you'll be another i think twenty plus markets commonly during that year
spk_1: so that's a trend doesn't then i think last week or and or maybe this week we announced experian that yeah
spk_0: and i'm losing bit in a sense of time because it long have you done this discussion is happening this you yes it does i'm saying in all is bill but we're going to talk a lot of these partnerships right now an expert in marketing data that what we believe it's gonna be enhance our identity systems and further strengthen our ability to match a personal level data to devices but also experienced stretch strand
spk_1: is a person to hustle linkages right
spk_0: so experience has a good coverage in households identity and saw this will allow us to bring persons and halsall much much together which by the way is a core value proposition for isn't one right when you bring linear
spk_1: and ctv and digital all these schemes to gather your duty to account what household viewing it as well as person's viewing to get the right set of deduplication across all the in all all these devices to explain is going to be very important and i obviously don't you dare improving our coverage as well as accuracy
spk_0: and up and and a final point on expression as well as it does make our identity again interoperable because if you're using explain idea is to match on onboard your data assets are your subscribers our information and so on so for now you could you still use a explain i
spk_1: the but still able able to connect with nilsson identity at the same time
spk_3: in a privacy see if way
spk_2: fantastic
spk_0: let sam
spk_4: it's current topics i want to come back to a little bit but let's let's stick with the with the partnership theme and and the importance of them probably the one that i i still get asked about the most is is the announcement you made with broke your last year i'm in which involved also selling
spk_0: some assets to them but i think probably because it certain sit sit on heard and that sort of leading platform of ctv and this you know view of nielsen as you know being a diary oriented linear gb measurement company it was probably the one that i think fine you know jumps out to investors them most so take us back and talk to us a little bit about what that partnership where it started how it's been extended because just keep getting a deeper and and maybe a little bit more broadly about you know that balance of of audience and panel data that that nielsen prefers as you work through that road map to the also yeah the great question yeah look i mean i think the rookies important partners' partners for our future also net and nilsson one what i want you know you and your full to understand understanding and broader context because when we toppled iraq we also talk about cable and satellite dish the correct rule when vizio you can
spk_1: on one or the other yet because this is a corpus of information is coming into our platform and is important and the first off the bat i will provide the number t that the coverage is about thirty million households when you combine i'll set top box and see cr which is rock when visual together and up and we are betting a big big wave for the ctv measurement in this partnership raids and as you know that we talked about a lot about that last year as well and up show with the more data now we have not only added the coverage
spk_0: see to be and linear ah we also have in i did the gang larvae and position but one point the reason i want to talk about this together which i know you're going to get it a kick out of this is that set top box did you know provides really valuable insights on consumption of your cable and satellite subscription but that said nearly half of those households no longer are using set top box and we are we can to to expect cord cutting to continue right so therefore now a crt to into the mix become so much powerful right as we started seeing declining dug in the media behavior among consumers and audiences people moving to more chewed and internet connected devices
spk_1: dc our data is no big big were in a big way important for us as good as you can are allowed into someone's i will just as reuniting is good to kind of talked him to gather because they can have shaped our full a no argument of why we need both are cable as well as a c are in same place
spk_0: yeah so that's that's how we gonna bring the do to to get an and and coming back to some of the methodology the questions you ask the how we are using panel again is the core you know calibration input to the whole on our platform here what we are doing as good as you know the majority of this sub top box do darwinius yard a dog they are built around billing information or online behavior collect collection they're not demographic profiles you don't have reached detail about exactly who these people are on the list you know from age income or read ethnicity there you have you do need to bring the panel and it's a it is important to understand and you know that one tenth of the rating can be millions of dollars sell it is important to have that target of ethnic group on univision our target of age or gender in part of the you know ecosystem to be eggs precise
spk_1: when we were talking about currency and this goes back to original eight and discussion that why palin become so important is because a precision and we got when need good becomes a currency we just have to be make sure that data is not only highly accurate it's trusted it's independent and you can go and look at it that's what mrc does it
spk_5: and audio wanted that right
spk_1: so
spk_0: two as we bring all these big data panel becomes important just and calibrating i'm dissing biases addressing biases in the data said that they're bringing an end and look there are in important topics year which are get a little bit in a little bit of weeds were cool we we right so how many people are watching one out i pat should those estimates ah household name is important concept which means that in a seem homes you may have smart tv or a set top box tv hi you descend tangle how you organize your data that is going to be you know importantly know ultimately watch you report as an estimate
spk_6: so that that's where we are are palate is becoming more important naturally in training the day and and making sure we're representing what's happening in the marketplace
spk_0: very helpful other an ad an hour and next i want to go to hear that to a partnership that i've never been asked about by i was really interested in on this sub news or came out a little earlier this year we're we're partnering with a company that i've i've watched for years called extreme reach which either to viewers you're not familiar with it ah extreme reach is is essentially the the company the traffic's ah all advertising across linear television they also have a digital side to the business as well i'm and dad just a really important player that sits in the background of the linear ecosystem and any announced really interesting partnership a web app them about the you know of course nielsen generally measures in in units of time and commercial minutes traditionally ah he talked about taking a step with extreme reach that i could could move forward in that methodology can you spend some time on that might cause i think it's really important when we plan to that big picture road map for nielsen one and cross green car ghana and i'm glad a new as the question because it's a kind of a plumbing question very important one right
spk_1: we're here for today's or all the it's now show you know the nilsson one were really bringing linear digital cdb all together
spk_0: we are changing the definition of impression which is an exact seconds miss to your point right now in linear ah we measure in city and see seven which average minute audience obviously we schools that we shared that going to move the you know have this mission for for maybe a company i don't i did citing
spk_1: twenty twenty two like sarah until twenty twenty three or so and in the interim will launch nil nilsson one of which is exact second measurement of impressions across all devices and platform now extreme reach plays a critical role in this because what we do is we
spk_0: we are you know what we are using them to deploy an updated watermark and signature technology into our metering system
spk_1: and once we have been that that allows us to get more granular in terms of our measurement so that's the reason the partnership with is extreme reduced so important because now we don't do move to us not only some minute into actual seconds to the partnership
spk_0: and that will allow us to bring the nilsson one to gather where we are realizing that what i call our impressions seem brushes means the same thing obviously we'll wait them by durations and influence of words so will make sure the are comparable across cross the streams but to make that transition about a unified away
spk_2: watermark and in hand signature guess where extreme reach plays a big big all week and helping us to do that
spk_0: yup yeah now that sigh where's hours a little one that that slip by their one day i you know that and and and eight and i got a member i opened it up and left on my browser and i think was couple days later i magical back to as i overran the details of at as like when second that once that what's going on my list for my neck we're going to follow up on that one cat sat it's a it's a little thing that that might not be noticed by it yeah as you said that that the based units of linear measurement were puncture are functionally different than digital a i am to happen i hadn't if if we wanna talk about across green currency ah unifying you know bc units together is an edit that never be perfectly she's ever those would be tough for durations and things like that at every impression is not created equally yeah you could have equal weight by durations though i have a strike against four seconds thirty seconds fifty seconds some more the wait you know more weight means you get more more credit for network is using fifteen seconds and you tube is using four seconds you get appropriate ready for that right up i'm i want to come back to that sticking with plumbing or want to come back to steal your identity as system and and imagine all partnerships in the platforms we we we we talked about where you're integrating data in i'm you to their there is a universe parts the web where where maybe those partnerships don't give you insight into audiences wait as well where you looking across for he acted what you've turned and in some the documentation sort of the an authenticated trafficker and my called non lot the and in this is where he on the industry continues to look for a variety of solutions you don't one of which you know everybody was he to work with right away was was googles a federated learning of cohorts or or flunks which ah has now been functionally shelved and and received topics delivered in it's place on you know there are other identifiers contextual identifiers that nielsen uses for traffic where that is less authenticated can you talk about how things like going from flocks to topics and other changes for other signals there i are important maintaining that side of your identity methodology is well yeah and they disagreed question and address where we are spending quite a bit of time i so i i want to talking about his into three pieces of the first his arm where we do direct integrations which large platform that's right where up and these integrations are usually are into getting our panel wake up heartless of and been a vast amount of data and there we have already set techniques and methodology that we apply and these are we apply you know now in the behind their firewalls by the way and an increasing you and i'll talk a little bit about the clean room in a second but largely though the design is pretty simple right we didn't get our panel we didn't the firewall and we have new bunch of you know modeling to make sure that it is accurate we do correction models means was using the devices if you're watching you tube or whatever would your rental company you are are which device or which property the second is demo demographic assignments so we want to make sure we have just have biases of assignment of age engender attribution work will be incomes and like a your is a one person watching or bunch of different people are watching the show on the videos we'd we'd look at that as well and finally i what i call is a calibration off the universe right so if you are targeting new york city in only certain number of eighteen to thirty four a new york city so that you know you make sure you don't need a lie
spk_1: ends up to that that happens with the what i call large platforms and large publishers and the second one i would say a glass is logical authenticated web which is becoming more an interesting because this is where we have been a lot of work to scale are a clean room right and and this is where you were
spk_0: they are bringing our identity into the mix in addition to the pound because this is where i didn't interviewed becomes important because these publisher and imminent with a large publishers the can be done or the midsize publishers dig and brain their data in and to love and match with our identity and daring to operable that allows us to measure or inform our identity with their data as well right so you have the large and then what you have a separate glasses or publishes what we call the are moving to attend to get it away and in the final is what we just talk about credit desk job and went right and this is where we started dan is open with first last year so we we told we took the hardest problem where all the things that disappearing they're all going away and we build a graph a computationally graph to machine learning and with are obviously panel helps to do that
spk_7: and then we build that we solve that toughest problem now authenticated a web and direct integrations are easier the challenge that there was scaling read you have to build these cleaned rooms that can scale that you could stand him up pretty quickly and you make sure these no data leakage have beaches
spk_0: and and you can still collaborate and take the right amount of information on both sides to make sure your country is acting the business you are supposed to transact so that's where lot of the work is happening right now actually less on the open web is mostly in the what i call cleaned rooms slash authenticated web very helpful ah cause i i a bad strategy yes exactly was referred to that is said is clear but that's exactly what you know that idea should be a are you know piece of technology that can integrate you know first party data across it
spk_1: and then as you said sort of in that in authenticated portion right that's where partnerships with the trade desk i am and and working across the ear what what what what those platform see into those environments and and it sounds like so with when we talk about that that is that that's data like you know you id
spk_0: two point oh which who with whom you partner can be just talks a little bit about some of those signals that you're using through their the open web he as that that's where that's exactly right so you know i talked a little bit of interoperability like so in drop loot means that we have a surrogate he that connects with die idee a what is a in
spk_1: nelson id or id be witness an id id see witness and id said that stuff simple concept sometimes you do that within linwood clean barman sometimes you could do in a transactional environment these are different pattern how you know implement them but these choices are all available to us england are
spk_0: partners i think dub you know what's gonna happen is we may end up working with handful of them especially for rest of the web because it's a pretty diverse set up a marketplace and and also an internationally the are different right so that's a reason we're apart and we tread desk and we agree with the t leaders in this space is to make sure we get the maximum coverage right away ah but we'd feel pretty good at actually dan about are openly strategy i think right now is to make sure that we are scaling the clean room technology in a way that we could do more up disintegration seamlessly in a pretty shocking amount of time ah i want to make sure we spend some time on graystone cause a really important part of the business as well as a different type of id system more focused on the content i'm tell us more about it why it's so important to your sweet of solutions
spk_1: yeah look wizard has always been very important am to a solution because it's not other a half of the equation right
spk_0: so when nilsson idea what we do it with will eventually asking it was watching a who saw that was on a content and grace not content id measures what right sell our goal which we are working towards is to bring these two together
spk_1: and i think the best way to think about it is where when with the basement ideas to like a stand up for rocking and monetizing content like clinton version of use it for securities wearing have the idea that connects the person on audience and the content together
spk_0: and they'll use cases a pretty compelling right connecting of lot with the who your media companies across linear and streaming who are investing to attract and retain subscribers men including making investments to personalize content and popular the catalogue so you go and can search it would like to know what is the they like to predict what content to put into the catalogue still act to predict who's actually watching and you know the this whole subscription based streaming this is where his lot of competition going on right to get your attention now once you start putting the audience along with the content i think that's becoming very very valuable asset not only for nilsson of nilsson clients to really start predicting and que raiding are content to keep you on your platform like netflix are paramount are disney was because everybody has everyone access to everything else right citing and this is where we we expect to see lot of activity in a letter half of the year yeah
spk_1: and and the i'm glad to read that up because you will feature of grace know but that i think this part of nielsen some times as a company more broadly is under appreciated i didn't you know that the of an immense number of growing suite of of streaming products for example where subscribers the many
spk_0: yeah those and die and and and so is it you just true progress so that's a an emergent it is the plus a netflix right that is is the studios in the content producers right and and more warrior really well that you always have had some group products that were taken up by that group more than we might expect but he sounds like this is sort of an entry way into building your business with with that her more than just add sellers and buyers exactly and i you haven't you know your media companies yeah network manufacturers as well and then the of distributors right so basically three glasses all flower market dad we are trying to tap in and solve you know and helped to help them to really bring the by bringing these two together i'm i want about before run a want to make sure we touch on our local ratings i've since it's still and notable part of the business not a huge growth driver and mean we ultimately see where that that the dollars are headed by still important one where we know there's been a lot of work to to upgrades including the integration of broadband homes but i'm at the big don't want to steal your thunder like give us an update my i come on the state and local ratings and and how important that piece of your business remains and how it fits into the the nielsen one long term road map yeah great i mean i think it you know this one is the umbrella on which lot of the strategy are kind of unfolding right as you heard we started up last year while impression for a strategy in local because local you know used to be
spk_1: read it on quarter hours and than last year we'll moved the reporting of record to impressions we have to do that because without that we cannot bring local into it nilsson one right
spk_0: right we can bring quarter hour into a exact seconds right so we have to translate that transaction system into impression one and for us to really capture the full local viewing we wanted to make sure we bring that thirty per stand that was not reported these are broadband only homes so we did that in a breed in short order last year and of alien you for we announced that and we launched the whole service we that i'm service the beginning of the year and now locally is on the same parr to be measured with linear as well as digital for nilsson one and i think you know is important to understand how important that we had we had to do that to make sure they are on the same comparable platform measure men metrics now local national and beat allowed all coming together and and us in one and where we know we fit pretty good about that those decisions and up and i think the you knew you'd see lot of our what i call up more important with within local and national because now get what are traded on impressions yeah why said i think with start the scheme nero nicely which is which is really important one right and in a sense it sounds like and in some ways you're a local ratings are also a little bit ahead like we talked about the extreme reach partnership for national and and bringing them closer to the impression level and that such a large amount of that work of of similar tracking system local and near your previous down that path in a sense i already so i as go through that the point we started that for currency have to build a whole pipeline ah and and make sure everything works to gather rape and bring the quality transparency and independence into this so that we have to do that local peace early this year and a to make sure that i'm it's comparable you know across platforms what i max i is good note see lots of finish up on since we are up for our a lot of time and die and that is the central theme i mean we touched the you know everything from i read accreditation of the national ratings a digital rate answer to that the methodology and the id system and and and and important parts maybe didn't didn't touch on audio are some of the other areas of usage quite as much but am i really wanted to or he said dig into what what you called zero plumbing or the under the hood part of fire you know what you in that the data science his team or are ultimately doing nielsen cancer
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