How long have you been doing this? How long have you been in digital? I've been digital now since it's been about 13 years. I would say really I started off small doing web project management sort of independently small projects. Gradually growing that became a agency side creative project manager for about 2006 to 2011. I was doing a lot of just creative side agency whether it's website built or social builds. Started getting into mobile builds and overseeing mobile builds in the 2010 and 2012 years and then moved to another company, Chris Media, where I oversaw their front and development team, their creative team in the development of some of you know customer media advertisement in mobile. Got a very deep understanding of all my background in digital and project management and execution, how things work in mobile, what's different, and being you know working with best in class teams to you know really develop the you know pushing the envelope and what can be done whether you're an app or on an mobile browser and all the different things that can be done and that exposure from the execution side up to the sort of strategic what's possible, what can we do given the nature of you know the guard rail that are in place, the technical or the privacy or the client guard rail that are in place, became you know very immersed in mobile as a media and what's working and what's not and what tactics are there and sort of that sort of that evolution from being the execution driver to being a credible source on the strategic strategic vision was something that the you know when I moved over to Zaxas I started to leverage it more. You have to think that it's been a crazy strange trip of the evolution of mobile coming out of the evolution of digital marketing. What are you seeing that's happening and it's effective this year 2015 that marketers can deploy that you're excited about. Yeah that you're a fan of. Yeah and one of the one of the you know the position of our company is specifically at the programmatic edge and at the for the top edge we look to innovate in the macro right so that we can create that we can see effect in the micro so a lot of what I see are the you know the tectonic shifts in the industry so while there might be individual vendors or individual capabilities to do really cool things sort of like one off here and there. The stuff that I'm looking at is you know what can really grow the industry from being from being adolescent to you know to upper team to even being an adult level maturity and mobile. So the drivers of that primarily for me are you know the ability to connect users across devices using privacy compliant methodologies and their different vendors in the space but this idea that we can do person based marketing as opposed to channel based marketing getting out of that silo and so that's been spoken off for years I see it now being leveraged you know really well. There are individual gotchas like Lenovo catches like you know crawler traversing from an app environment to a mobile web environment to a desktop environment there are it's not all seamless it's not all perfect you know and as but the capabilities are there for us to refine it's not just a dream and as we you know as we start to work the more experience we get with them and the more technical innovations that the that the art that we are our partners or other vendors are are enabling allows us to get better and better. Do you think that the audience has been becoming more detailed savvy are they more tolerant of those little stumbles was he goes from platform to platform or are they less tolerant you know as the advertising itself we try to like does mobile display work is it all a mobile video what about mobile native you know ad units that annoy people you know are annoying to so I say that I would say that the younger generations are even less tolerant of annoying intrusive on their phones the phones are a personal screen it is not seen primarily as a media screen so you really have to be very subtle in how you bring users into your advertising messaging but on the other hand I think that you know I have I have teenage children and I speak to you know that's just a you know a sample of a few it's not the whole I don't know no study from you are good or anything but they recognize now that digital makes sense because my son does you know he's happy to see him add for Nike shoes or champsports that's what he wants to see he wants to know what's coming out there so the general concept that if we do it right there there is a buy-in that it is an opportunity to keep you connect users or consumers to the brands that they like and the pro and the idea of tailoring messages and person-based and knowing something about someone and giving them advertising interactions that make sense for them I feel is you know I feel that the sadness helps encourage that as long as we as creative people and as advertisers do it well