I don't have a lot to say about that except to note that the integrated approaches are the most effective. If you see something online and then you see an analog in the real world that confirms that opinion, or it's suggested to you that things in the actual physical world based on an online campaign are reflecting your beliefs online, then that's going to be another vector and a confirmation in physical space for some potentially pretty malign opinions. What I think is interesting is how sophisticated people are about looking at that confluence.
I'll now hand it over to Dr. Finkelstein.