On the podcast this I guess this week we had Daniel Kornblit, who is the GM of Baron’s Media. Baron's is an interesting part of the ad tech world because they are smaller shop, in terms of headcount, but have decided to take a lot of the technology that they would normally pay vendors and to instead build it in-house. This has both dramatically increased their ability to provide services to their clients and cut their internal costs. Barron's started by building an ad server to allow them more flexibility and lower serving costs than anything they could find in the market. They then blanched often built in SSP and now in the process of building a DSB lab with her clients and advertising partners a full range of internal options. As anti-tax has become a larger topic industry, with some reports of it exceeding 55% of overall earnings, it was very ancient to talk to company was built a lot of their own technology in-house. it doesn’t sound easy to both hire the right talent to build this type of technology or to invest the time and energy in rolling out, but it sounds like this is a worthwhile use of money if us if your company can afford.