Run holdout tests in each ad platform and discount reported sales by the results

David BarnardAnd how do you think about measurement? And are you mixing in brand and other things that are harder to measure? I mean, with $100 million to spend, there's a lot more room to experiment and potentially put money into things that will pay off more in the long run. But are you looking at dollar for dollar ROI? Are you looking at for some channels, but not others? How do you think about measurement and effectively spending that?

Luke HarriesYeah. So, ElevenLabs, we have different bits of the business. We have mobile, self-serve web and enterprise, and each one of those we think about brand and performance a bit differently. Where the bulk of spend so far, which is still like self-serve web, which has nice parallels to mobile, the way we think about it is like direct channel ROI, and you can be more direct response when you're dealing with consumers or prosumers. And so, there you're able to do ... Meta has lots of great tools. They tell you about what the different conversions and so forth are. But the important thing to do is to run the lift studies within the platform, which actually do an A/B test with holdout groups to tell you ... Because for a brand like ElevenLabs where lots of people already know, you often end up with lots of people would have converted anyway.

Luke HarriesAnd particularly as you start doing stuff like retargeting ads, so that's able to give you, yes, you were saying that 500 people converted. Actually, there was only an incremental 200 because 300 people converted anyway. And then our system so far is we pull all that data from the platforms, we then add incrementality adjustments, which we then update every quarter, and then that's how we use to allocate our budgets.

David BarnardYeah, fascinating. You're doing it at scale, not a lot of companies are these days in this space. The thing I wanted to wrap up on, and we kind of already touched on it, but are we headed to a future where marketers are more like AI creative directors? And how do you see this going moving forward with leveraging AI in marketing?