the senior media consultant and buyer for the campaign and senior partner in the ad firm, dan wagnere chief officer. he is founder of civics an lytics and they are expanding and refining the art of media targeting. jim, i want to start with you. your business hads radically changed. i dealt with you for a long time and considering where we were in 2004 to where we are today, now it's an art form. is that fair? >> that's true. if we were here a a couple of years ago, we would talk about reaching soccer moms or nascar dads. >> they are probably in orlando. >> and more likely to be persuadable voters so let's go after them. that was right at the time. what we are trying to do is turn that on its head and go after individual voters. how do we reach down and use data and an lytics to buy smarter. >> dan, it's easy to see how you do this on the digital stage and via google advertising. that we get and the hard part is how are you going to do this in advertising and how soon are the ads going to be personalized? >> number one is within the campaign, we were building a set of personalized au