When we had heard about native advertising, we have been up and running for several months and had missed several growth targets already. As I mentioned before, we're trying anything and everything. Our CEO had heard about this new platform and asked me to look into it. Frankly, at first, we didn't really understand it. We originally linked our native ads directly to the website similar to how you would use a traditional display ad. Needless to say, this was not an effective use of the platform. We then began writing blog articles ourselves to educate the native ad traffic. This was slightly more effective but still did not produce the results that significantly would move that needle. Ultimately, we needed to tweak our approach. As Chris discusses in this lecture series, we use the passive method of ongoing gathering. Using Google Alerts to stay on top of third-party references to our website. In the first six months, following the launch of our new site before native advertising trials, we had received some nice accesses that we ultimately leveraged later. We kept a pretty close eye in the press that we're receiving, and had to receive some positive articles from some travel bloggers and other websites like lifehacker.com. Initially, we were using these to link to our blog and social media posts. It really wasn't until later that we realized how valuable these assets would be when used on a native platform. The article that Lifehacker wrote about TravelPony along with several others organically drove healthy traffic to our website. Not only did we see increases in visitors with longer sessions and more pages visited, but these visitors were more prone to create an account and ultimately transact. On average, they transacted 2-3 times what a normal visitor would. It dawned on us that we might have an interesting opportunity here. The theory was this, if we can pump more traffic into the Lifehacker article, then more high-quality traffic would turn up in TravelPony.