The one area of marketing where we will see blockchain technology's impact very, very quickly is advertisement. The fundamental changes in advertisement through blockchain technology will hit us and our customers much, much earlier. Remember that some of the fundamental truths of marketing and advertisement, like half of the money is spent, you just don't know which one, I'm not sure anymore. In this lesson, we will tell you why. This statement, that for every one dollar you invest in advertisement, you only get 44 cents that's less than 50 percent of value, is as old as marketing itself. But Forrester analysts say that publishers who remove middlemen can increase the cost per thousand impressions from one to five dollars for themselves. Today, we have a lack of transparency between you and your intended audiences. We now have this enough visibility and how advertising is actually performing. And on the internet advertisement, bots, malicious code is causing a seven point billion dollar in loss through fraud in advertisement per year. Blockchain therefore is one of the first, and it's one of the key, technology that can transform advertisement here. Customers maintain their own identity and control their own information. Marketers will have to pay each individual to get their attention. Good news, much greater trust in knowing that your advertisement and all toward efforts are going exactly where you intended them to go. Bad news, we really have to pay for attention. It's required to know if I can interrupt you now and I have to compensate you for it. This is a dramatically different experience than the one we have today. A customized cryptographic proof of their identity, the app will create the opportunity for us to engage with them, to know they're interested in our product and they respond in time, and we can engage with them with our message. We will probably see marketplaces where each person will set a price for their guaranteed attention and advertisers then will choose to pay or not to pay that individual's cost to deliver their message. But the good news is if the advertisers decide they will pay, they get a response that is verifiable from that particular individual that we are trying to target. I believe in advertisement of blockchain, everybody can win. The advertisers and agencies will win because they can engage users and verify their message reach a targeted real human and not a bot. The publishers of content will win, now they have an opportunity to get a fair exchange of value as rapidly as possible from the advertisers for the audience attention, and that generates the funding for them to create better site content for their user base. And the users, they will win too. They get access to content as inexpensively as possible. They don't have to waste their attention on intrusive messaging and without feeling spied on, get the messages they want to see, when they want to see it. Trust and proof are really the underlying concepts of the blockchain technology that come to fruition here. Jack Charlton I think is quoted as, claims of differences without proof are really just claims. But with blockchain technology, we can deliver the proof to the end users. Blockchain technology can help to provide verifiable proof that, for example, the percentage of employees a vendor has are women, minorities, or veterans. We can prove how much money our brand is donating to charity and what our real customer satisfaction scores are. We can prove to our customers, who on end-to-end combination of IoT and customer data in blockchain, that the defect rate of our product is at a certain level and can force our competitors to match that information as well. And I think we will see on time and on budget delivery rates going up. Retention rates of our customers going up as well when they have that information. Blockchain technology provides you with the ability and the veracity of our claims to build trust with your audiences. Trust is really whatever definition you choose. You will need to do three things well. You do need to live up unquestionable trust via blockchain-based proof. You will need to inspire belief in the core vision and mission of your product and your customer engagement model. And you can create a circular economy of value with the vision and mission by getting your customer input and providing blockchain-based proof to show that that is possible. I'm excited to see blockchain technology in advertisement changing the game.