Digital Directions: What is the technology supporting ServeView?
DD: Is the techonology open-source or is it proprietary?
DD: What challenge does the technology address in terms of demonstrating better ROI for advertisers?
DD: How does the technology help to fuel click-through rates?
Hicks: You have click-through rates versus ads served. We're clarifying that lower number and, by serving ads only when they can actually be seen by users, I think we're allowing our advertising partners to calculate ROI more effectively.