And yeah, this is big news in the space. Google is clearly making a move into online display advertising, having all but conquered direct-response. It'll be interesting to see how they do. Display advertising has a vastly different set of challenges associated with it -- brands care first and foremost about the safety of the pages they run on, which means Google will need to be a lot more selective about the publishers they partner with for display, and brand lift through display advertising is a lot harder to measure than direct-response conversions.

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