As you're aware, there are industry bodies. You had the CMA up. IAB Canada is also well versed in this, and they can probably better answer what concerns you should or shouldn't have about targeted advertising.
My point with scale is that targeted advertising only works at scale. If you're trying to reach mothers who have two kids who live in Ottawa, you're not going to reach them on any one particular site. There might be an Ottawa-based parenting site—I'm sure there is. Most of our advertisers are big advertisers. They have a lot of boxes of stuff, right, so they want to reach a lot of these people. You have to do it at scale, and the only way to do it is with targeting advertising using some sort of database of information. Nexopia is really too small to be much of a contributor to that database. Many data providers do that, and you've had people testify for you who are very adept at that sort of targeting.
As to whether you should be scared or looking at it for regulation—I forget if it was you, I'm sorry, but one of you mentioned that when you went down to the U.S., they said they didn't want to stifle innovation. There's a lot of innovation in advertising technology. It's not my area of expertise. It's not something we use particularly heavily. It doesn't work as well in Canada because the scale simply isn't there. When you're dealing with 300 million Internet users in the U.S., or whatever the number is exactly, it works better. Data providers in the U.S. are far more numerous. The technology is far more sophisticated. In Canada it has been a struggle.
It is coming along, but my own feeling in that area is that the data targeting stuff is not as useful as it is in the U.S.