Oh, my God, yes--I mean, so many. There's a brand new ad agency in Minnesota that no one knows about. It's probably going to be one of the biggest in the world. It's called Axiom Partners. All they do is data. They just look at data and then they go and sell the data back to the brands and say, “Here's what everyone's doing.”
The amount of free data online would baffle them. To get a client, I walk in, set up my computer in front of the CEO, pull down all their content, and show them all the free data out there. By the time I leave, I say, “This is your demographic, your psychographic. I just saved you a million dollars. When do you want to hire me?”
It's that simple. I'm surprised everybody's not doing it. But they are; there's a whole underground world of people--under 30, generally, which I am not--who are running these new companies that are starting to....
It's all about data. It doesn't get any more than that. There's something called an ad locker where you can put your ads. It recently came out, and I'm trying to find the information. My apologies if I got the name wrong. Essentially, it's this whole idea that you pick the ads you want advertised to you, put them in a little locker, and wherever you are on the web they're advertised to you, right? You don't see anything else. You just see the ads you like.
I think it's a genius idea. But this is all done on data.