. >> i saw you present last year my job was onnce, the floor with some of the things that you guys haveearned about what works in advertising on the web. you have secrets that no one else seems to get. share with me one of those about what makes an ad more effective on the web. >> there are a few things. e-commerceout ads, and we continue to innovate and remind them -- refine them. e-commerce ads, it is when you take a shopping feature functionality, embedded right into the ad. add to cart, by now, customer ratings and reviews, and now we are starting to test dynamic optimization where we can watch the performance of the ad, and change real-time the messaging in the ad or include things like if there is a buy now button we can add customer reviews if we higher are a y in performance. >> that is wild. when you write the ads, and creates the images for the ad, do you do different options available and sub those into c which works? >> i know you love your football analogy. our focus of our advertising program is to make the customer shopping experience more relevant. one way of doing that