Absolutely spot on. It became easy to harvest intent when the tracking systems are built to attribute to lower funnel tactics. Also, for the first time, we learned a lot about the media vehicles we were using as marketers and could concretely attribute a transaction of some kind. Now we are in a world where the bottom or funnel has been commoditized and consumed by marketers and they need to refill it. TV has longstanding evidence that it is a channel that owns this space but with the decline in viewership, it is prime for disruption. Good example here is the PFafka interview with the Machine Zone CEO at Recode. What will enable the “next Google” in this space will be measurement systems that are widely used AND accepted to reward the generation of purchase intent. Without those, there won’t be the next scaled Google here