I think you've been a fabulous audience I'm going to beg your indulgence for another 20 minutes as I'm going to talk about something called Sorry, I'll just wait a second for the people to settle down, please Folks would I will just give after that very very electric session Okay, let's start. You know over the years Some of the media practices that we've been doing have become so ingrained that we sort of taken them for granted And it's become like a blind spot This year there's going to be more than one lakh crores being spent on the ad-ex So, you know, I thought it would be a good idea to maybe Review some seven or eight practices that we currently do and I'm going to give you my perspective on them I'll also add that a qualifier that these are my views and if I can be successful in provoking a debate among some of you I'll consider it mission successful So let's bash on Okay The first point I want to talk about is where has a brand gone in advertising There was an author called Naomi Klein in 1999 who wrote a book called no logo Where she was actually decrying the power of big brands and how they were exploiting people and consumers because of the power of their brands You know inadvertently I think she's getting what she wanted. She didn't want the brands to be everything I actually find that in India over the last quite a few years The role of the brand in advertising has diminished considerably Are ads are clever. They're very very funny and they have some very good ideas But they're not perpetuating the brand that they're supposed to build Bharat talked about the consistency point Sam also left this as one of the five learnings for the for the for the advertisers at the end of a session and the point out here is that you know Brands are supposed to build now Take a look at these. I've you know with due respect to the brands which have been covered out here I've taken the male apparel category. I've taken print ads from them. I've masked their brands Can you recognize which the brands are? Now isn't the point of advertising to really reinforce the values that a brand stands for Look at this one You don't need to say anything about the brand and you know exactly and all the memories evoked with this particular brand come rushing back to you Now the point out here is You need to have something that the ad something in your ad that the To that the consumers remember your brand by rather than Radh Gai Baad Gai Now this is where with more than 90% of a brand's budget going into media costs and less than 10% Or maybe six seven percent going into creation of advertising I think it's a huge potential wastage if you're not building these basic equities into your brand So first wake up call and this is more for advertisers and creative agencies Please rediscover account planning. Please start building your basic strategic and psychological equities Second point also to do with creative Why don't advertisers adapt their ad to the medium or the platform which they're using it I Remember ages back when I started my career They used to be product slates with sound music on TV Durdarshan Fabina suiting Fabina Modi and 416 and they were used to be a jingle we used to come now They stayed in our minds as a very clutter-free environment and but that was obviously not the power of TV The power of TV was emotion drama the entire audio visual piece which advertising agencies quickly caught and onto and sort of over time advertising on TV just Sort of spiraled and went up and finally about 15-20 years later overtook print And Up around same around turn of the century when FM radio started we got TV edits for radio spots The FM agency the FM stations hide great creative talent from the agencies and for the price of a media plan Started giving them ads which recognize the true power of radio as a companion medium You know while TV and radio probably sort of developed nicely in out of home We still end up getting a whole lot of print renditions for our outdoor campaigns now This is one where they say Rajini Gandha. This is what we got This is what it could have been and this was a sort of version that we gave if you look at Kotak The entire branding was sort of hidden into the entire sort of Background and it just required a small tweak to get the 811 Sort of proposition clear in an ammo You just remove the clutter and it starts they make becoming much more sort of useful for For the entire outdoor medium The point I'm making right now is that this is for these conventional mediums But it becomes a much more profound question as we move to digital in Digital we have got what search YouTube OTT Facebook Morge Share chat Twitter you got the works you got digital publishers each of them They've got a bunch of stuff on which we actually have to play our ad even like Facebook versus Instagram is completely different on this You've got a choice of video text image a sound Experiential all of this you can play on each one of these and yet. What is it that we get sometimes we still manage to get something like? You know we get ourselves print ad layouts for banners We land up running a full-length TV commercial on a social media feed We we sort of get a long text in the image of a social post We get static images in the video pre-roll or worse We get this one is to one kind of resolution on a 16 by nine screen Now this just doesn't make sense And I don't think enough time and money is being spent on how to actually adapt To the syntax of the platform that we're going to be doing if we don't start Recognizing this it's going to be as useful as putting a Hindi TV commercial on the Tamil feed So point number two that I'm leaving to advertisers again is please adapt to the syntax of your platform The next issue is a slightly deeper one How many advertisers feel that the minute you start your advertising campaign it should have a impact on sales You know performance advertising has come out with words like a course and row ass So all of this has sort of said Advertise and you will get sales and somewhere even though they say branding is different So it seems to have rubbed off on branding and the ask these days is much more. What did my branding do on sales? Because something should have moved You know fundamental to answering this question is to understand two things one of advertising works and Number two, what is a communication task for that particular campaign? So there are three or four scenarios here For new brands or brands with a new story The task of advertising is very simply to create awareness for the new proposition through building reach and frequency and through that It'll lead to trials This requires a very good creative. So a good concept executed Brilliantly is going to land up giving you that it has been established time after time Sometimes when your creative is not that strong you do need some impact to be clutter Impact could come through celebrities It could come through basically choice of impact mediums like jackets and newspaper ads Page takeovers or say impact TV kind of things that you're buying It could be through entire multimedia plans and that actually builds the entire thing So these are all ways in which you can build a new proposition and people are doing that So for this kind of environment if yes when you do a campaign It should make an impact almost immediately But the more tricky one is for mature brands in mature brands The first thing if you if you can you you got a template or expectations in terms of what it's going to do for my business The starting point is I think you should look at using analytics What is the sort of response of the category to advertising? Nacent or building categories are the ones where typically when the category advertises there is some pretty reasonable amount of growth that you can get in sales For mature brands and for example soaps or tea Category advertising will not grow the category much, but even here brand advertising becomes very important So if you're coming to a brand level whether it's a nascent category or an advertising category That is a time the role of an immature brand. It is to basically Rebring the entire psychological basically the equities strategic or execution of equities that I made alluded to a little earlier So I'm talking about the Titan jingle very memorative. I'm talking about good nights protection circle I'm talking about wixki khich khich. I'm talking Whatever you did so many brands have built all these kind of equities Now these are the ones that you should reinforce Now at that point in time at that point in time You will find that the brands with better equity take actually the market share from the ones with poor equity They are also the ones that are going to be enduring again Bharat made a reference to Impression versus impactful impression and he said I put out one ad Just maybe it was 10x these things and it sort of lingered on for a very long time Because it was playing back a whole lot of like Fevicol Kajor had to take a name It has become a metaphor to the entire bonding of India. You make one ad We did that ad campaign of theirs, which is a 60 a campaign Sharma in keys So far you didn't need too much advertising because it was playing back all the brand codes that stayed with you So this is the area where Okay, let me take you give you another example. I remember when I was in the cold soft drink business in coke They used to be a pitched battle between coke versus Pepsi share a voice blue versus red Cricket may taking one property it was used to be fight for that big share a voice game 25 years later, which are the two big brands in the soft drink business thumbs up and sprite Built around a very very strong proposition and probably that is what is resonating well with consumers So on the point on mature brands, please bring you build your psychological equities and play the long game Don't look for short-term effects That said there are times when our bland mature brand also reaches a blind spot I tried to bring this out in the panel earlier. I don't think there were too many takers to my bait You know that time you have to look at Consumers have formed a certain mental structures with the advertising that you've created So if I suddenly want to change the way people are thinking about me Just making coming out with another ad which is saying something which is not going to reposition. You've got to Get them to walk the talk and that is typically where an IMC or integrated marketing communication to my mind Actually plays a role and the bait I was giving them is we actually saw that across 10 years when Cadbury was something Which firstly was only something which was okay the very first time I was a kid I think the power of advertising got it into youth with that Which cast hair add where the girl comes into the cricket field and does that John dance that was pure advertising But this entire be beat a bit about a gift from someone you love to Which meet her ojai and therefore a moomita moment that was all done through IMC So somewhere I think even that is a has a role to play and if you have to go higher up the brand values I think is a role of sponsorship, you know in sponsorship if you go down memory lane So many brands have been built on the back of sponsorship. I'm alluding to BPL Phillips top 10 Pepsi Ongo choice Uma Pepsi as she was called in those days hero Honda roadies lack me in their fashion week you know, they were global brands like coke and and Which sort of which have been olympic sponsors since 1928 and visa since 1980 86, you know the colas telecoms the entire TV and e-commerce categories I think that cricket guys have already told us how each and every one of the unicorns has sort of really used cricket to Build the stature and actually grow them. So to that extent sponsorship. I think it's a huge weapon Which can actually be used to build a brand stature Now it is in this context, you know, I really question that what is the value that this program brought to you by Co-presented by ABC in association with PQR STU VW what that will do for a brand Somewhere with a if sponsorship has got to be the most Important weapon was a powerful weapon that you have aren't you undervaluing it by cheapening it like this? I think media owners or property owners of P passion guides were passion play properties They have the opportunity to create much more bang for the buck and I think Advertiser should be willing to pay so to answer the question for Advertisers who have the need for a Pavlovian reflects to the entire Advertising The answer is it depends first treated x anti rather than post a factor Don't do your campaign and then come back and say why didn't it work before you go inside the campaign say what is my marketing task? What is it that I want media to do? Is it a reminder? Is it building up awareness? Is it changing my entire brand values on so-and-so forth? Fundamental I think it's marketing is a science and an art is just that we don't ask these questions enough And next point Sorry, this is I wanted to end this point on this this this aspect which is The reality today is that media is obviously now more than just a delivery pipe for advertising We can it allows us to do associative marketing clutter-breaking impact building higher-order brand values through sponsorship legitimizing what the brand stands for why use of content building endorsement through sharing building Experiences and actually being a retail marketplace all of these things media can do now if you have the discussion before your campaign What is it that you want to do? Solutions will come if you just come out with one vanilla plan only sometimes reach and frequency works Sometimes you need something else and that's I think a discussion better had before the plan It's a marketing call not just a media call that you have to take at that time Related to this entire thing is Is advertising only about Salience brand logo registration in and out or is it actually about communication? Look, I'm a true believer of brevity and non extravagant ACDs average commercial durations I've also said the job of advertising is to reinforce brand values But it baffles my mind to see When brands take premium properties like IPL and paid top dollar, why do they only expose that 10-second edit on that? Even when the 30s or 20 seconds of main TV commercial hasn't had established play for the love of me. I can't understand that Relatedly this comes with the idea of Repeated spotting leading to potential irritation Let's take IPL from which a lot has been spoken in the last one hour now Typically what they are the guys with the sponsors and all they'll be coming with five or six spots into 73 matches So it's it happens like that so we did evaluation for one such client We found that they delivered some 1100 odd grp's on IPL they delivered a 44 percent reach at one plus so at least 44 percent of their target audience or at once and 24 or 25 percent of it so it ten times or more Nowhere else even you do a media plan will you get a 10 plus reach equal to more than 50 percent of your one-plus reach This is because obviously IPL people coming back and now when people are coming back You've got say 80 seconds and you take eight ten-second spots rather than taking Four 20-second spots. Why you don't have to do share of voice per game You have to look have the whole season to actually do your entire campaign and this to my mind is a mind bender Because people are doing this time and again on India's most expensive property Sorry, so see again and again and again and you expect it to do actually better The next point is really about why do we plan digital and TV in so as I lose? I think you would have got enough drift from the sessions that have been earlier to done today that That it's not or digital or TV. It's obviously digital and TV The reality is as far as consumers are concerned. I am watching it I'm watching one screen or the other screen sometimes when I'm watching connected TV I don't even know whether I'm watching TV or I'm watching a digital platform But still when it comes to us as in the advertising domain Advertisers have a meet a media manager separately for digital separately for traditional in our own agency. Sometimes we have Mostly we have digital teams and TV teams Now the TV planners have typically learned to build their plans spot at a time Which leads a certain TV are those spots are chosen by genre by channel by day part by weekday weekend And that in turn goes up to give some grp's which gives in turns gives reach Frequency effective frequency at that share a voice at a certain CPR P. Fine. That's what we've got now We come to the digital planners.  Why are we treating it as completely different when like to like they can be total comparability? So if you have to look at reach at one plus on a common base You take the IRS base not just TV base or digital place equated to the lowest common denominator Which is IRS and said this is the kind of one plus reach you're getting on TV This is a kind of one plus feature getting on digital. So that's equated So if you are fond of TV ours Okay, there's one fundamental difference between TV buying TV And and and digital in TV you buy a spot. So you're chasing content and you're accruing audiences as Anil was also talking earlier in digital. You're buying audiences completely agnostic of content In general, I'm not talking about IPL. I'm talking about in general in digital but that said If you want to actually do comparability, you can still find reach at one plus There is a the TV are equivalent and digital is called concurrency. How many people were watching it at any one time? If I'm looking at effective frequency, that is where right now digital is failing YouTube gives it to us hotstar gives it to us But a large number of other platforms don't and as a result You can't you actually find it difficult to build reach at high frequencies on a large digital platform But my point in this limited point in this one is it is so simple to actually plan TV and digital as one similar Video plan, but we are still not doing it. Why I don't know why With this coming towards the end of it. I Think there is a game where we should review our media TG Currently there are three TGs and marketing guys work on The smallest one is the creative TG. So that is what the creative agency comes and Typically you'll find a large number of categories have a youth bias So they like to show youthful a youth at the center of it because that's an aspirational imagery But that doesn't mean that's your business TG necessarily They also have a media TG which is supposed to approximate to your business TG but for example, and that's the The classic example that used to be given fairness creams had a female as a media TG But 40 percent of the business used to come from males. So But on TV that was fine because if you were planning on a female TG you deliver on male TG less But you would deliver reasonably well Now in digital this becomes obviously exclusive if you're doing females you'll only get females. You won't get males They won't get them like for example So many i'm feeling very left out in all of this because So many brands have got They stop advertising to people above 50 and i'm way way above 50 So all the exciting brands that the young people in this audience see i can never get to see on digital because So now somewhere around the line my limited point on this one is Again when you're coming on digital have your TG planning TG when it comes to TV But when you're coming to digital, please relax your TG definitions to make it closer to your business TG the other one is India is a subcontinent It's a very heterogeneous subcontinent It's also very expensive to just about reach everybody in this entire market We have the opportunity and and The entire landscape has given us an opportunity to carve out this entire market of ours in four very fascinating ways You've got about 167. Okay, Anil has now dramatically brought this down to 108 million I haven't seen the last 108 million i'd seen it until 167 and then maybe 133, but that number is not validated So i was staying staying with this but they pay TV. How households are this? There are about 43 million guys who are free to wear and these are reasonably isolated universes So this is like in the old days dur darshan terrestrial homes and c&s So dur darshan was available in c&s homes, but nobody would watch dur darshan Similarly not too many people in pay tv homes are watching fta. So these are reasonably Mutual exclusive tgs Then you've got 20 million connected tvs again, not completely mutually exclusive But the cord cutters are mutually exclusive and the cord shavers are right now watching both A large part of the 167 million are also watching content on mobiles But there are about 47 million of them who are watching this is the erstwhile media dark guys who never had any access to tv Now these are the ones who are having the geo phones with a youtube pre-burnt on it and watching it there The point i'm making out here is that you have this available available to you But still you're going into all homes and targeting your brands. Why? Wouldn't it make more sense if you had limited funds to go after the one Sort of audience or universe which is more suited to your source of growth and actually just max out or at least give deliver optimal levels there similarly We there is this thing tired thing of tv planning where we come back and say let's plan on hsm and regions So you have hsm which has got these 11 12 states plus you've got of course the four southern states and all the rest of it I think that requires a rethink What you've got on this table out here is all the hsm states So 61 reach overall hsm of tv within which at the hsm level 53 of them are reached by hindi content reached If you have to look at the bottom four maharashra goa assam or it's an resping all You'll actually find that In some states 65 to 75 percent of tv reach is all you can reach through hindi Forget this is just about reach The same thing if you look at what percent of the total viewing is made up by hindi look at the same four channels Four sorry states in west pingol Quarter of the entire viewing is on hindi's 75 percent of it is probably bingoli or whatever the local ones are Even the four ones are there even if we look at panjabharyana where Where as reach was concerned almost everybody was watching some amount of hindi But in terms of the total amount of tv with your view 40 percent of it is still coming from panjabi Now in this kind of environment We are still going and planning on hsm We take out that hsm cut and then do our plans and then try to see how to sort of build Reach on some of the others and how to manage the imbalances between states But if you actually did statewide planning Our chances are that you'd probably come out with different plans Just suppose that with my point with the with the earlier unique universes You'll find that the 43 million fta homes are all in the hindi speaking hsm So that gives you a further opportunity to carve it up These are some of the things that I don't think we've been thinking of And this is really what I wanted to bring to the fore So really what I've said today is three things One I think is this entire point about that Sorry, just give me a second One clearly is that media without the right creative is meaningless I've made a plea to focus on building your basic equity elements that make your brand And to focus more on adapting the medium or the platform on which your ad is being played And to judiciously manage the acd Yeah, I don't have a high ad length copy, but don't also meaninglessly put 10 seconders on especially premium properties like ipl The second point I made was Make a media plan with an understanding of what the media task is and how media how advertising works There may be times when reach and continuity is the best thing to do other times impact or multimedia And yet on the time when associated marketing or sponsorship But the important point is it's a strategic discussion. So this is the discussion we should be having before the campaign goes I really think both At the Advertiser end and at the agency end we need to introspect It's a marketing meeting and not just a how to reach people meeting And I think if you do that you'll have much less of people coming back later and saying why didn't this campaign Not work Relatedly TV and digital needs to be viewed exactly by the same lens I think the science we built on tv planning is being brilliant over the last 35 years We should use those same kind of metrics of building reach See and through that building brands and apply them to digital and you'll find that both digital and tv both work And lastly what we said is that in today's media landscape? Choose markets with more granularity and in a digital media choose your mark your tg with less granularity I hope I've been able to raise some points that make you look at some of the media practices that you do with a new lens And if it's helped provoke some Some thought or discussion. I'll consider it mission accomplished. Thank you very much


Hi everybody, we're back. This is theCUBE, SiliconANGLE's continuous production of MongoDB days. We're here live in New York City. I'm Dave Vellante and I'm with my co-host, Jeff Kelly. Julian Simon is here, he's the Vice President of Engineering at Creteo. And we're going to talk about how they're using MongoDB, how they're adding value. Welcome to theCUBE. Thank you. Thank you for inviting me. It's a pleasure. Good to see you. So tell us a little bit about Creteo, what you guys are doing and what you're all about. So Creteo is a French company. It was started in 2005. And we work in the online advertising space. And we're a global leader in what we call performance display. So in a nutshell, what we do is for our customers who are the main e-commerce websites and retailers and brands, we build and serve on the internet, advertising banners. And we're really personalized in real time for every single display. Okay, so let's talk a little bit more about how you do that and what you do. Obviously using Mongo as part of that infrastructure. So we'll talk about that. How do you use Mongo? Well, we use MongoDB to store what we call the product catalogs. And as you would expect, those are the product catalogs of our customers. And this is really the starting point of our platform because at the end of the day, we need to show product images and product information in the banners. So we need to ingest in our platform this product information. So we have product feeds coming from our customers. So over 3,000 major e-commerce companies worldwide. We work in over 30 markets. So we ingest this information into our platform. And we use MongoDB to do that. And then it will be fed to our web servers and it will end up in our banners. Okay, so how does the system figure out what banners to serve and how frequently does it update and refresh that model? So we have our own algorithms. We have what we call prediction algorithms who are used to decide whether we should buy some advertising space in real time for a given user. So the decision is really, is the price of that space compatible with the chance of generating a click? Because that's what we wanna build, right? Clicks. And so we have those algorithms and if we decide to buy that space, then we need to recommend products. So what are the products that we want to show at this given time to this given user for the best chance of success? So really our technology relies on algorithms and data. And part of that data is product data that we store in MongoDB. Okay, so you get paid for the software to be able to do that. Your customers get paid for the clicks and your customers' customers get paid for conversion. All right, so at the end of the day, the better you are at your job, the more conversion that occurs and the more value gets created. Exactly, and that's why we're calling that performance advertising because to be very clear, we only get paid, Criteo only makes money if we deliver clicks. If we buy advertising space to display banners that don't generate any clicks, then our customers or advertisers don't pay us. So I keep saying we need to be very smart or we'll be very dead very quickly. Yeah, so you're arbitraging that opportunity in a way that allows you to be profitable. So as the VP of Engineering, your role is to work in the product, the architecture, all of the above? Well, I'm the plumber. Okay. So my guys and myself, we're trying to build a highly scalable platform that can serve over one billion ads every day in over 30 countries. And it keeps growing. You know, we're still a fairly young company and the growth has been spectacular and it's a constant challenge to scale both the infrastructure and the applications to keep up with the business. So certainly there's two real critical parts here. I mean, certainly there's scale, but it's the analysis to determine what to display. And then of course the actual content that you're going to do, the data associated with what you're going to display, which you're storing at Mongo. So I was told you've had a growth rate of more than 200% in five years. Now, I don't know if that's accurate. That's a big number. It sounds crazy, but yes, the company has a storage experience. No, no, this is revenue. Oh wow, that's even better. 200,000% and you know, it's difficult for me to even comprehend that number. But yeah, as I've said, the growth of the company has been spectacular. We have now over 700 employees. We have offices in 15 countries. Europe, the US, South America, Japan, Korea, Australia, et cetera. So we have a global presence. And so to handle that, we need to have global infrastructure. And you know, that's a large part of my job. Again, making sure we have proper resources in Europe, in the Americas, and in APAC, to keep growing and keep scaling our technical capabilities and eventually the business. Right, so are you running in the cloud or are you running? So no, we're like bare metal. So we have, today we have seven data centers. Three in Europe, two in the US and two in Japan. We rent hosting space and we buy power and we hope it never goes out. And we do everything else ourselves. So maintain, buy the hardware, deploy it, maintain it. Part of the team is on duty 24-7 because you know, there are no business hours for us. Yeah, yeah, yeah. Yeah, so it's really a crypto platform built from scratch and operated by us. So let's talk about Mongo a little bit. I mean, as I mentioned, Mongo plays a critical role here in storing the data that allows you to serve up these ads. So walk us through a little bit how, or why you kind of went with Mongo and what are some of the attributes specifically about Mongo that allow, that is well suited to the workload you're doing. So initially we were using a Microsoft SQL server and it was fine for a while and in early 2011, the growth of the company, the number of customers, the size of product feeds, just the traffic was growing very, very fast and we had a number of technical difficulties with our SQL server and that was the end of the road for that technology with us. And so we looked at alternatives and we were very, very keen on using open-source software. We're strong believers in open-source, especially myself. And well, we had our evaluation matrix and MongoDB came on top and what we really like about MongoDB is how easy it is. Everybody today, you know, repeated that and I can only confirm it's easy to use, easy to deploy, easy to manage and it has built-in scalability, high availability, which is very, very important for us, replica sets, sharding, et cetera. So yeah, a lot of the nice attributes that we were looking for. So yeah, you mentioned scaling. Let's talk about the scaling a little bit. How does MongoDB handle that problem? And again, I'm sure as your business continues to grow, hopefully at this remarkable pace, scaling is going to be a major issue. It's always the number one issue as far as I'm concerned. Regarding MongoDB's scalability, the key thing is really shard, shard, shard because that will allow you to spread the traffic over multiple masters for rides, multiple slaves for reading and it's really the number one thing for us. So yeah, we do have quite a few servers to do that. And now in terms of the, talk a little bit about the analytic part of the equation where you're doing, you've got to do this in real-time analytics. I mean, we're talking sub milliseconds. You've got to make a decision on what's the best ad to display based on who the user is and what your inventory of ads are. So what's the kind of infrastructure and databases you use to spread that? No single technology can do the big data, if you want to call it that way, analytics and the millisecond scale processing. So basically the heavy lifting is done in our Hadoop clusters. We have a multi-theta byte clusters to crunch the data. We get about 20 terabytes of additional data every day. So we need some storage and some processing power to do that. The results of those jobs, of those prediction and recommendation jobs done in Hadoop are then fed to a caching layer. So we use memcache and the typical technologies to do that. And those cache servers will be queried in real-time by the web servers. So obviously when you have to take decisions in the few milliseconds, you have no time to query any kind of database. So you have to access data directly in caching. So it's a multi-tier infrastructure. So Hadoop for the really, really heavy lifting and crunching, MongoDB for product information that is fed in Hadoop. And then caches and logs and lots of commodity servers and scale-out architectures everywhere. So there's a lot of discussions going on about sort of ad tech. And I want to come back to what you guys were just talking about, you know, Jeff Hammerbacher's famous quote, the best minds of my generation spending their time trying to figure out how to get people to click on ads. So that's a compliment to you because you're one of the best minds of his generation. I want to know about that. I want to know about that. Hammerbacher is such a buzz kill. No, he's kidding, we love Jeff, he's been on theCUBE. But one of the discussions, and you guys were just touching on it, is this notion of bringing together analytical and transaction systems into a single database. And you alluded, if I understand you, that there's really no system that can do that today. But there seems to be a lot of attempts to do that or discussions about doing that. Do you see that as something that is folly or is that actually near-term going to be a reality? Well, there's a strong push to reconcile the big data batch processing with slightly more real-time constraints. So Hadoop is totally batch processing, but then you've got this storm extension that's been released. And it allows you to do stream processing on your data. That's very interesting. But this is still very far away from millisecond processing. MongoDB had a map-reduced framework from day one. Not very good on all accounts. Now they've deployed their aggregation framework, which is similar, and it's a massive improvement. But again, at the scale at which we're running, it's just impossible to use one single data store. So yeah, everybody wants big results in very little time. So, and there's a lot of interest. I'm sure technology and startups will catch up with that. But as of today, we don't see any silver bullet, and we have to use this multi-tier architecture. How often are you able to, let's call it reprice, change the pricing in the system? All the time. Every single impression is evaluated independently. And what I mean by that is if you look at two web pages in quick succession, and you have banners on both pages, then every single display will be evaluated independently. So our arbitrage process is really real-time. And our models are refreshed multiple times per day, but every single display modifies the state of the model. And if we show you 20 times the same banner and you never click, well, we have to learn from that very quickly and stop buying that space because it's, you know, we're just losing money. So it's a combination of heavy lifting, heavy crunching to pre-compute, I would say 99.9% of the problem. And then the last tiny part of the decision need to be made in real-time because this is where we know exactly what we could show you in what context and we want to do that in real-time because that's the most relevant time. It's a very competitive space, you know, the whole ad tech. Obviously, Mongo, you guys do well there. We just interviewed another company yesterday, Velocity Aerospyke is doing some stuff. And as well, IBM Labs invented this technology. I want to ask you about streaming technology. And then there's actually been a spin-out called H-streaming, I don't know if you've heard of H-streaming, it's a company out in California. And my understanding is essentially what they do is they allow you to make decisions as the data is ingested before you persist it. So I'm wondering what you think of that approach, that technology, is it something that you've looked at? Do you have experience with it? Do you think it has merit? Well, the technology that Crito uses is in-house technology. The code for our business apps is our own code and we don't rely internally on any third-party solutions. So people always ask me, are you using some kind of BI software or analytics module or anything like that? And no, we don't. So that explains how you're able to reprice so quickly. Yeah, we do use third-party technology like Hadoop, MongoDB and some more. But it's really a technology, we're not about to rewrite all of that, thank God, the file systems and Linux and... No problem there. But the Crito technology is really our technology. So, and I think that's a strong advantage. And this is also the reason why we build our infrastructure because we think we can tweak every single part of the platform and extract value and save milliseconds, et cetera. So there's plenty of different products and solutions, but we're a technology company, we have 170 people in R&D, and if you include all the engineers in the company, it's over 300 engineers working on the product, working on R&D, on infrastructure, on QA, et cetera. So it's pretty much 40% of the companies are engineers. So we build it, we run it, and we like to have full control of everything. Are you building that type of technology? That what I described as a stream, in other words, the ability to make decisions prior to persisting that data, or is that something that we do? Yeah, part of the data we use and part of the algorithms we use are really, again, strictly real-time. So if you saw something a few seconds ago, we'll know because we'll have that information in a cache somewhere, and we can use it immediately. And eventually this gets persisted to logs and then ends up in a dupe, et cetera, but every real-time action by a user may be used very quickly to modify the profile and take more intelligent decisions. So you've obviously got a lot of smart people working on this problem, so what's the next way of innovation in the ad tech business? What are we gonna see next? Is it just serving the ads up faster? Is it just making them more personalized, or is there something else? Another way you kind of innovate in this area? Sure, of course, we always strive to improve our existing model, try new variables, and inject new data. And so you can tweak that thing endlessly, and we do a lot of A.B. testing to prove it, or prove it was a bad idea sometimes. And so there's an endless stream of improvements. And the two things we're trying to improve are the click-through rate and the conversion rate, because at the end of the day, advertisers want sales. They're happy to get clicks, but those clicks need to become sales. So conversion rate optimization is an important thing for us. Then there are all the products we could work on. Mobile comes to mind. It's a very interesting challenge. Yeah, so there's plenty of different topics to be explored. We're not out of I.D.s, that's for sure. Awesome, hi Julian. Well I really appreciate the information stopping by theCUBE, we've got a great story, doing some really leading edge stuff. Thank you very much. And appreciate the collaboration with Mongo. So keep it right there everybody, we'll be right back with our next guest. We're winding down here, this is a full day wall-to-wall coverage of the MongoDB days. This is theCUBE, right back, this is Dave Vellante with Jeff Kelly. See you in a minute.


Hey, this is Brett and this 2018 Jeep Wrangler Unlimited JK Rubicon is stock number 22J19A. We're here at Summit Automotive in Fond du Lac, Wisconsin near new and used Jeep and Jeep Wrangler headquarters. This 2018 Jeep Wrangler Unlimited Rubicon JK has the 3.6 liter V6 engine. This Jeep has been fully safety and inspected by our service shop has a fresh oil and filter change all the fluids have been checked and topped off and this Jeep is 100% ready to go. We're going to go all the way around in this video underneath start it up and take a look under the hood. Firecracker red is the color we shoot all of our videos in 4K so if you have HD capabilities on your computer tablet smartphone or television I highly recommend turning those capabilities on right now because it is your best way to check out the quality condition options and cleanliness of the vehicle before seeing it in person. And if you like the video and how we do things here at Summit Automotive consider clicking the subscribe button in the lower right hand part of the screen and then click the bell notifications you'll get updates on the videos we do each and every day here at Summit Automotive. This one comes with the 17 inch painted and polished aluminum Rubicon rims you get the little Jeep logo on there as well. It has BF Goodrich mud terrain tires these are LT 255 75R 17s and they have just about half the tread left on them. See just how clean that frame and under body is. You get the special red shocks with the Rubicon package. The front fender is in nice condition I didn't see any scuffs or scrapes on there looks really good front bumpers in pretty nice condition. Now this one comes with the LED lighting group so you get the LED fog lamps the LED headlamps and the LED running lights we'll turn all those on at the end of the video so that you can see how nice and bright all of those are. The hood is in very nice condition I didn't see any dents or dings on that looks really good. Passengers side front fender is in nice shape as well I didn't see any major scuffs or scrapes on there. And this passengers side front rim is in excellent condition as well no scuffs or scrapes. As you go down this side of the Wrangler take note of how clean that body is how reflective and mirror like that paint is. We take these HD videos so if you are far away or even if you're close by and just cannot make the trip down but you're still interested in purchasing the Jeep you can see the Jeep here the Jeep and have confidence in the vehicle that you're looking at before you even get here so when you do get here there's absolutely no surprises and you can make a smart and informed buying decision from wherever you're at. And if this video helps you make that decision let your salesman know that you saw the video that it was helpful and that Brett sent you. Back rim is in excellent shape and the back tires have a little bit more tread than the front tires I would say these are probably closer to 50% of the tread maybe just a bit under frame and under body is in really nice shape it's like that all the way underneath bodies in excellent condition. As the rock rails which are part of the Rubicon package and you always want to look at the door hinges on these Wranglers because sometimes they can corrode and stuff and these all look really good on here I didn't see any corrosion on them. Rear fender is in nice shape you can see that that hard top is in really nice condition as well coming around to the back the rear bumper is in great condition too it does come with the towing package receiver hitch and four pin wiring and comes with the matching spare tire and rim. Now that's a brand new tire so you can see that's full tread on there. Back storage area is very nice and clean you do get a spot for your roof bolts and door hinge bolts and then you get a case for your front hard top pieces. Those seats fold down for extra storage there's three bolts on each side for removal and then there's also two on the top so four on each side and then two quick disconnects on there. Back of the door looks pretty good and that shuts nice and solidly. As you go down the driver side just as clean as that passenger side no dents or dings on the rear quarter and for full disclosure this back rim is in nice shape as well. This side of the hard top is in a very nice condition I didn't see any scuffs or scrapes very well taken care of Wrangler. Down this side just as clean as that passenger side I didn't see any dents I didn't see any dings on the doors and once again those door hinges all look really good on here. Comes with heated power mirrors inside the Rubicon package this one gives you the black cloth interior there are no rips there are no tears on the seats you get the Rubicon stitched into the backrest and those seats are in very nice condition driver seat height adjuster factory floor mats has the sway bar disconnect and the axle lock that's really what makes a Rubicon a Rubicon are those two buttons there and those off-road capabilities power locks on here we'll hop inside check out the miles radio and everything that this Jeep has to offer on the interior can see that this one has 19,719 miles digital speedometer instrument clusters very nice and clean comes with the leather wrapped steering wheel that's an excellent shape cruise controls on the right Bluetooth and information center controls on the left you also get audio controls on the back this one comes with the AM FM serious satellite radio single CD radio you also have an Augs jack on there and you can connect it to your Bluetooth phone down here are your power windows climate controls stability control downhill assist control that's for your mirrors and then your power outlet which is under the center console here you get your four by four shifter on the floor and your five speed automatic transmission passenger side format and seat are in excellent condition no rips or tears on there smells very clean inside this Jeep I don't think it's ever been smoked in and you can see those front hard top pieces are in very nice condition just have a couple quick disconnects to get those off auto dimming mirror we'll take a quick look at the back seats the windshield looks really clean I didn't see any rock chips or anything on there another thing you always have to watch out for on these wranglers is those windshields are really straight really vertical so they're prone to rock chips this one looks good latch child safety systems seats are very clean no rips or tears and the back carpeting and floor mats are very clean as well these seats fold down for extra storage and you can see they go down just about completely flat which is nice if you have to haul a bunch of extra stuff and you do get child safety locks on the back doors bottoms of the doors all look really good alright let's start it up take a look under the hood check out all those LED lights starts right up no check engine lights or anything like that and let me turn those fog lights on that 42 I would personally like to thank you for checking out the video today and hopefully from this HD video you'll been able to verify the quality and condition of this Jeep all the way around inside and out you see just how nice and bright those headlights are fog lights are very bright as well under the hood we have the 3.6 liter pentastar v6 engine and Jim Bay is very clean runs very smooth once again this Jeep has been fully safety to inspect by our service shop as a fresh oil and filter change all the fluids have been checked and topped off and this one is 100% ready to go there's your emissions sticker and I would highly recommend this wrangler from a quality and condition standpoint and to see more pictures of this 2018 Jeep Wrangler unlimited Rubicon JK you can go to that website right there www.summitauto.com full pictures and descriptions of every single vehicle from two locations all at summitauto.com and if you'd like to check out more HD videos you can go to youtube.com slash summit auto remember to like subscribe and share on this video and all the videos that you see there click the bell notifications you'll get updates on the videos we do each and every day here at Summit Automotive in fact in a second you will see a link to subscribe to our YouTube channel in the upper left a link to more Wrangler videos like this one the upper right a link to this vehicle on our website in the lower left and a link to one of our latest YouTube videos in the lower right click those check us out and we're super excited to be offering this really clean 2018 Jeep Wrangler unlimited Rubicon JK in firecracker red clear coat thanks again for checking out the video remember to like subscribe and share


Certainly when you see someone on TV or you have someone in your life that you identify with, you say, oh, if she can do that, I can do that, too. If girls aren't exposed to computer science in middle school or at least by high school, they're very unlikely to take computer science in college. It's not a situation where you can just go yell at the companies and say, you have to hire more women. It's like, well, we have to find more women who want to work in these jobs. Girls Who Code is a national nonprofit focused on closing the gender gap in technology. And we're trying to say, hey, a computer scientist isn't necessarily who you thought it was. We need to be able to show these girls that what computer science is, what they can do in it, and that it's something that they can do, too. You wear the HoloLens, it scans your environment, and then you say, here's the four corners I'm interested in painting. Sally is a very exceptional person because she came into a very male-dominated career. I feel as a woman I bring something different to the table. I consider myself to be very fortunately placed at the forefront of a lot of emerging tech. I think that it's important that the people who create those products represent the world we live in. I would tell a young woman today who is applying to work in this industry to not give up and not get discouraged. I've been in the classrooms and been the only girl. I've been on teams and been the only girl. And I know that diverse teams create better products. I know that we can create better technology with more diverse teams.


Are you using WhatsApp, Facebook Messenger or Snapchat? If so, you're among the 2.5 billion people around the world that use messaging apps. This figure is expected to grow to 3.6 billion by 2018. That's almost half of the world's population. Messaging apps are quickly becoming the main form of communication for many around the world. They're also being used by people affected by natural disasters and armed conflicts. In these situations of uncertainty, safe and trusted communication can make a real difference as information can save lives. Messaging apps have great potential to make a positive impact here. But messaging apps also introduce risks around security, data protection and privacy. Humanitarian organisations need to develop responsible, effective ways to use messaging apps in order to meet people's needs. Find out more in our report on the humanitarian futures for messaging apps.


Kia ora tātou, na mai hari mai, greetings to you all and welcome to this session, it's a live session from EHF. Edmund Hillary Fellowship is a collective of entrepreneurs, scientists, storytellers, creatives and investor changemakers who want to make an impact globally from Aotearoa New Zealand. It's an informal session but it's an informative session so that you can leave here after 60 minutes and feel that you know the speakers and the content and that on a personal level so that you understand what their intentions are and that you can contact them directly afterwards. So this session we have Tessa and we have shifting my screens here, Cheryl and they are going to run through two separate presentations for you and then we're going to jump into some Q&A and hopefully we can just keep the ball rolling and have a really good conversation. So first up Tessa is going to tell us about the gift trust and she's also a fellow in cohort 7 but first I'll just do a quick intro of the bow so Tessa if you just do a quick intro and then I'll go to Cheryl and then you can do a quick one and then we'll go back into presentations. Thanks Michelle. So Kia ora koutou kō Tessa Tokwingala and I've been the engagement lead for the gift trust for the past six months. Over to you Cheryl. Kia ora koutou kō Cheryl Spain Aho. I'm the executive director of the gift trust so the gift trust is the umbrella entity that we're talking about today and we run two different initiatives. Tessa will talk about the gift trust and I'm going to talk about our other initiative called the gift collective. I've been running the gift trust for around about five years and that's me. I live here in Wellington. Thanks for having us. Thanks Cheryl. Good. Tessa if you want to share your screen. Great. Okay. Thank you. So welcome everyone. I'm here to talk about the gift trust. Our purpose is to simplify generosity to make good happen here in Aotearoa New Zealand and offshore. We connect donors to charitable organizations making a difference through personalized gift accounts. So it's a bit like having a bank account, but instead it's for the purpose of giving to charitable organizations. So today I'm going to provide a brief overview of the gift trust. And as Cheryl mentioned, that's sort of the umbrella body that we're talking about today. But an initiative and separate initiative underneath that is the gift collective which Cheryl as our executive director of the gift trust will discuss. But I thought I'd start by kind of taking a step back on why does the charitable sector matter in New Zealand and what impact is the charitable sector actually making. So I think people underestimate sometimes the value that the charitable sector drives here in New Zealand in particular. It's nearly 5% of our GDP, which largely a big chunk of that figure includes our volunteering community who are making a lot of good happen every day in our communities. And I've kind of identified three key areas that the charitable sector community sector more broadly is really effective at delivering. So firstly, a lot of the time government will pass over service delivery to the charitable sector. And this is especially common in the housing sector. And if you go to community housing, you can see all the different kind of housing initiatives that sit under that umbrella body here in New Zealand. Another really niche area that our charitable sector is good at is civic engagement. So we have organisations like Generation Zero and many others that actually advocate to government to create long lasting systems change. And Generation Zero pulled out there as an example because they were actually the first group responsible for the zero carbon bill that went through government about a year ago and has been a game changer in terms of our climate response as a country. The third really important area is creating community and cohesion. So our charitable sector responds to different interest groups, different community groups and creates a sense of belonging for many people. So for example, Inside Out is a charitable group for the LGBTQ community and they have been recognised for the amazing work they're doing to raise the profile and create a sense of belonging for that community. Also, finally, I thought I'd touch on COVID-19, which is fresh in our minds as we are in the midst of another lockdown here. Probably the most surprising lockdown for us all, but I find it really interesting that essential services tend to be in the charitable realm. So many charities are continuing working during this outbreak because they're considered essential. And I think that value of the charitable sector really needs to be appreciated and recognised. So the pictures here just for context are a couple of charities that have been part of my personal journey in this sector. Starting off on the top right is Ignite Consultants, which is a university group connecting students to community groups in Dunedin and Wellington through eight month projects. And that was sort of my first exposure to the sector and it exposed me to Camp Quality, which is a children's camp for children living with cancer on the bottom right. And then from there, I've been a trustee for Birthright, which is the image on the bottom left, and a trustee for Kaibosh, which is a food rescue charity. And then the logos to the left, I think, kind of underpin a lot of different organisations I've been a part of, but that kind of the infrastructure to make the charitable sector work. And so here we're talking about the gift trust as a really key piece of the infrastructure in encouraging people to give and encouraging, therefore, the charitable sector to thrive. So how does the gift trust work? What is the gift trust? As mentioned, it's a bit like having a bank account, but instead we call it a gift account. And people can open a gift account through the gift trust very easily through a form on our website. Accounts start with a minimum of 5,000, but you don't need to make donations straight away. You can pause and actually strategise with us on how you want to give and what priorities, giving priorities you have. And while you're pausing and considering where to give your funds, you can also be, you can also invest that money. So we have broadly three different investment options, and we offer kind of ethical investment options in particular through two different routes, and we help connect you to that investment opportunity. And finally, you decide when to give and what to give, and we help you with that process. So we provide due diligence as a basic step. We check whether the entity that you want to give to is managing their finances properly, and we do all of that kind of administrative background behind the scenes to ensure that donations can go through smoothly. But in addition, and I think the real value, a real key value of the gift trust is that our team, Cheryl in particular, is really connected with the charitable sector. So we can offer strategic guidance on where you might want to give and actually help direct your funds into something that can make a huge impact. So this slide just outlines the benefits of the gift trust, and these are wide ranging. So something I didn't mention before is that you get tax credits when you give to charitable organisations. And the rationale there is essentially that charitable groups are kind of often delivering equivalent or sometimes even more than what the government can contribute. So you can get your tax credit back for that. So we enabled and support that tax credit process. We also, as mentioned, provide research and we take the guesswork out of giving. So I kind of think that sometimes you sort of might walk down the street and see a bucket and pop a dollar in there. And that's actually not the most effective way to give to charities. It's worth taking the time to pause and actually be strategic about where you want to invest your money in the charitable sector. It's similar to the strategic thinking you do with your bank and your investment strategies on other funds that you might hold. We provide genuinely impartial advice. So if you're interested in giving to an organisation, we help you give to that organisation and we essentially provide impartial due diligence around that giving. And another key benefit particularly for New Zealanders who are sometimes a bit shyer than other cultures, you might not want to blow your own trumpet about your giving. So you can do this really anonymously through the gift trust. We hold about 50 gift accounts and quite a few of those gift accounts are completely anonymous. So it means that no one's bugging you about your charitable giving and we can help you with that privacy. On the other hand, we have a couple of donors who are really outspoken about their giving and we also, if you want to go down that route, we encourage that ability to be outspoken if you do decide to go down that route instead. So one of our donors who's very happy to talk about the gift trust is a very connected EHF founder, Matthew Monahan, who many of you listening probably have heard of or might know. So he's an amazing guy who's moved over from the States after a really successful venture over there. And he's making a huge difference in particularly the climate change space and environmental space here in New Zealand. This case study on the slide is about what happened during COVID. So the Namaste Foundation that Matthew is in sort of one of the people in charge of, they found during COVID that they wanted to respond and they wanted to respond quickly. So they partnered with the gift trust and they set up a fund that we helped manage with them to distribute money to a range of different organisations that were probably those essential services that I talked about earlier. And we helped connect them to the causes making a difference. So for example, the Namaste and featured in this picture has given to lots of different organisations, but in the pictures, the learning environment, which is an educational hub in Whanganui. And they're doing excellent work and sort of conservation curriculum and mental health and well-being by being educated in the outdoors. So that's hopefully a quick overview of what we do here at the gift trust. I've been the engagement lead for six months and strangely have decided to move over to the UK in the midst of a COVID lockdown. So if you have any questions, I would suggest getting in touch with Cheryl who's about to speak. I'm the executive director of the gift trust and even if you're just interested in giving and you don't know where to start, I'd really vouch for the gift trust. It's an amazing team and an amazing platform to support you in a giving journey. Thank you. So just take any questions first. Does anyone have any questions on the gift trust before we move to the gift collective? I do, if no one else does. So with the tax, because obviously a lot of fellows and a lot of people will be trying to put their money across the border. What countries are fully aware of? We've got something set up in the US for companies to be able to pull their tax across, but what other countries around the world do you have a similar partnership with? Or is it easy to do it with other countries so that people can get that sort of tax relief? Shall I jump in here, Tessa? So yes, we do have a route and just for those who don't know, I'll explain the US route. We do have a really great partnership set up in the US with an organisation called RSF Social Finance. So they are what's called a donor advised fund in the States, which is essentially the equivalent of what the gift trust is. But we hold a fund with them. Any US based donors can give tax effectively into that fund. They get their US tax credit. They give in US dollars. Those funds build up and we bring them over quarterly to New Zealand and distribute them to whatever charitable causes the donors want. So it's a really nice, simple solution. We don't have quite the same set up in any other countries, but we can and do and have brought funds over from the UK, Australia. We bought some funds over from Singapore recently. So there are different ways of doing it depending on different jurisdictions. But generally speaking, we would partner with the equivalent of what the gift trust is in that country. And we can oftentimes donors can give to a donor advised fund in their home country to get the tax credit and then request that they make the grant to an international charity, particularly one like the gift trust, which has gone through this process a lot of times. So we have all the due diligence available. So that's quite a nice neat solution to bring funds from overseas here. On the flip side, I'll just mention we can also make grants to international charities ourselves from New Zealand, from New Zealand donors. We do have a limit. So we can only give 25% of all of our donations in any one year to international causes, but that's actually quite high because we grant a lot in New Zealand. So people can talk to us about making international donations and getting New Zealand tax credits as well. That's really good. So Cheryl, just very briefly. So it was RSF, wasn't it, just to clarify? Yes, that's right. Great. Thank you. Yeah, that was really good. Someone asked me about that the other day. So that's good. Thank you. I couldn't remember. I just knew that you'd done that work with Jason Franklin to get that set up. Are there any other questions from the floor? Otherwise, I have another one. There are 26,000 charities registered.  How do you sort of help people sort of filter through? Do you have it sort of set in clusters or what makes it easier for people? And how do you make it fair then perhaps that all charities might have a sort of option? I'll jump. Do you want to jump in here, Tessa? Yeah, I'll give it a crack and then I'll pass over to you, Cheryl. So we do have a Charities Register in New Zealand which lists all of the 27,000 charities. And I guess it's a really unwieldy tool to use, but we know how to use it, which is one of the advantages of potentially partnering with us. So we do, if we're carrying out any research, use that tool and make sure that we're giving a fair chance to those 27,000 groups. But you can categorise through that tool. And then we also, I guess, have quite a good sense and connections on the ground, but also with other donors to be able to pull out effective charities depending on what the request is. So a lot of the time it's that desktop research plus the connections that we already have. Nice. Because I can imagine some people would have certain criteria that they want, but they don't want to do that hard yards themselves or if they're doing it from afar, they might not understand what that charity is here in New Zealand. And I just add to that that we work really carefully with each donor to set their strategic vision. So it's not a matter of going and looking at 27,000 charities, really. It's actually sitting down to that donor or that company and saying, OK, what change do you want to see in the world? Because that's really what charitable giving is about. You know, what is the change they'd like to see? What is the issues that they're passionate about? We hone it down into categories and groups. And then we do, like Tessa said, the research, but actually getting the first stage done is probably the most important piece because then you know what you're looking for. And we do connect with a lot of other philanthropic donors so we can get intelligence and research on different charitable entities that are doing good work as well. Good point. I love that about your right because people will have areas that they're interested in. So setting the first thing is sitting down and deciding and having that strategy and plan with them. Because there's actually now financial advisers out that are focusing purely in this area where they will give you a lifetime sort of plan of being able to give. So even if it's only $40 a fortnight out of your pay, but they can work that out with your current salary, your current lifestyle and financial, they can actually look to see how much money you could potentially give for the rest of your life going into retirement. So that you don't actually leave perhaps with a whole lot of money sitting there that could have been given to people in need throughout the whole time. So it's really good to see there's a few more of those popping up. I love it. Yeah and we work with quite a few of those. There's some really interesting ones out there who are focusing on that. I love that too because it's something people don't always think about and maybe we should reframe how we think about wealth in that way like perhaps the idea of leaving when you're gone and leaving all this wealth behind is a bad idea if you decided something interesting to do with it during your lifetime and actually made some good with it, maybe we should think of it in that way. Yeah because you'd see the benefits of what you're giving and that might give you more pleasure in life too, right? Make sure you're happy too because you're seeing it being given. So just for those that have joined us, we've just had a presentation from Tessa on the gift trust. If you have any questions, feel free to pipe up before we shift to the gift collective. No, good. Okay team. Okay, so Cheryl, if you take us away on the gift collective. Sure. Kia ora koutou for those who joined us a bit late. I'm Cheryl Spain. I am the executive director of the gift trust and I'm talking today about our side entity, the gift collective, but just to give you a brief overview of why we decided to do this. The gift trust itself has been around for actually around 10 years and we very much focus, as Tessa said, on providing efficiencies in the donation and philanthropy sector. So what we're about as well as what Tessa said is actually helping people to do things really efficiently and with as low cost as possible, but also in a very tailored sort of way. So we work mostly with quite high net worth donors, people that give reasonably large sums to charitable causes. And so we're all about making things easy and providing that great sort of back-end, I suppose, administration and due diligence. And because we've been running this initiative for some time, we get approached on the other side of things, of course, by charitable entities who are interested in receiving funds. And along the way, we started seeing a need, really, and a niche for... There's a lot of new charitable initiatives that are getting set up. There's a lot of wonderful ideas that people have, including people in the EHF community for new amazing projects which would be charitable. But to get... To go through all the hoops in Aotearoa, New Zealand of getting charitable status and allowing donors to get their tax credits when they give to that charitable entity is quite a process. And it's quite a burden for a lot of organisations or just people who are setting up these initiatives if they've never done it before. And so we started having conversations, particularly with our partner on this new initiative, and I'll tell you about them in a second. And we decided, basically, there was a need in New Zealand for what tends to be called a fiscal host. In some places, it's called auspicing. In some places, it's called fund-holding. But essentially, what it is, is a place or a home for an entity or an organisation to sit under when they are setting up as a new, often a new charitable initiative without having to go down that road of setting up as their own registered charity. So what the Gift Collective, which is our new entity provides, is basically a home for these initiatives. They sit under our umbrella. They use our charitable status. We obviously have to do all the due diligence and checking because that's quite a high risk thing for us to do to make sure this thing is genuinely charitable. And they basically have funds sitting in us. We hold them for them. And donors can give to the Gift Collective and they can get their tax receipts. They can get their tax credit. And the charitable initiative can get on with what they do best, which is their amazing work. And they don't have to worry about their administration and their compliance. So that in a nutshell is what the Gift Collective is. But I should say that it's a partnership project. And I'm actually speaking today, really, I shouldn't be here, because our wonderful partner, Alana Irving, who runs the Open Collective and Biznie Hf Fellow was supposed to do this slot, but she is busy doing much more important work looking after a one in a three-year-old at home. So she couldn't make it today. So Alana essentially talked to us around setting up this partnership. Alana happens to be a trustee of the Gift Trust, so we know her really well. And Alana's day job is running Open Collective New Zealand. So what the Gift Trust and Open Collective have done is we've come together, we've formed this partnership and we've launched this new initiative, the Gift Collective, into the world. Open Collective provides the software platform and the tech, essentially, behind what we do. And the Gift Trust provides the charitable umbrella. And so you can see what we've done is we've just smushed our names together and called it the Gift Collective. So I hope I've explained that well, it's a little bit confusing. There's lots of words that cross over. I am just going to share my screen quickly if that's all right, because I would like to show you what a page looks like on the Gift Collective platform. This is just our sort of sign-up page on the Gift Collective. So people come here, it's all done online. You can simply click this Apply Now button and you fill in a very super simple form about what your collective is hoping to do, how you're hoping to spend money and you send us some links and we assess it and decide if it can sit under our umbrella as various terms and conditions on there. But what I actually want to show you is a couple of live collective pages. So this is one, and these are all publicly available. So when an initiative signs up under the Gift Collective, they get their own page on the site. They can brand this however they like. They can put their logo on.  This is called the Christ Church Initiative. This is an amazing initiative following on from the Christ Church Territax to bring different groups together actually and learn from each other, different religions and different groups. So what the initiative gets under the Gift Collective is a page like this and it's essentially what I like to think of it as it's like having a crowdfunding website, and a financial package, kind of all in one. So as you scroll down their web page, you can see they've set up these little buttons and they decide what information goes in here. And this allows people to go and make donations to the Christ Church Initiative. They can click on these buttons and make a donation, and then they get a tax receipt, which comes from us, but it will say it's for the Christ Church Initiative project. Then as you scroll down, people can be named if they want to. Donate to this project or they can stay anonymous so you get a list of all who their contributors are. And then they have a totally public, this is all publicly available, information on how the budget is being spent or where the donations have been received from. So this is a really new initiative and so at the moment they're just receiving donations. They haven't got any expenses on here. I'll show you one that does have expenses shortly. And then there's an about section and they have some sort of team people at the bottom. So that's an example of a page. I'm going to show you Tewaewaka next, which is a te ao Māori group which is looking at restoring the whenua, the land in Aotearoa through traditional health and traditional medicine practices. I just wanted to show you there one. This is a little different. They have some donation buttons, but what you can see interestingly, is that they have a financial section. And again, you can anonymise parts of this if the entity doesn't want sections to be seen by the public, they can. But this basically is an incredible tool that allows Tewaewaka to track, to receive donations and then all the donors can go in here and see how those donations are spent. So they can actually see what Tewaewaka is spending all of these things on, what they've been doing. They ran a hui, they put some catering in, they had to do some strategic branding for their hui and various other things. So it's a really amazing tool just to allow an initiative to share with their donor community what they are spending funds on as well. I'll just stop sharing that page now and come back. So the gift collective does allow a sense of transparency. It allows charitable initiatives to get up and running quickly, easily. It allows donors to give with confidence because they can see where the money is being spent. And it just allows a simple tool really for charitable initiatives to do their good work. We're being very careful, we have to be very careful about it because obviously we don't want to become a sort of pseudo-charities regulator and that is not what we're designed to do. We're really designed, the target I suppose for these types of initiatives is generally speaking newly forming and possibly smaller initiatives because of course when an initiative gets bigger perhaps it gets staff it's actually able to hold its own. We would envisage that they would probably then set up themselves as their own entity and funds can just be transferred to that initiative. So that's the other beauty of the gift collective is it's not a forever home. It can be a temporary thing as long as wherever we're transferring funds to is in and of itself a charitable entity. We can do that down the track. So it allows total flexibility and we're really excited about it. It's the first kind of its kind in New Zealand and really what's happened in the past for organisations that want to set up like this is they've just had to go around and track down perhaps another charity that may be doing similar things and ask if they could sit under their umbrella and no one has any rules for this type of stuff. So we're involved while Alana is involved in putting together something called a funding white paper which is really looking at the policy in New Zealand behind all of these things and how best practice works and what we should all do. So the gift collective is part of that process as well. So that's it. I'm happy to answer any questions. That was really good actually. I love seeing all the examples that come alive a lot more. Do we have any questions from the four? I have no idea. I have no idea and I don't have a charity and I don't plan to have one but I kind of want to understand why as a charity. So I have two questions. One, why as a charity I will go through the gift collective and not like regular fundraising if at the end of the day I will supposed to receive the money and then the other one is like why as a donor I will want to do it through that way and I guess it's about tax but I would like to have that like clearly. Sure. Great question. So from the charity's perspective let's say you're setting up a charity, Perla and what you would want to do if you wanted to do any form of fundraising essentially if you want to do it properly you really do need to become a registered charity in New Zealand or sit under another registered charity's umbrella and that's because you could go off and do fundraising those donors are not going to get any tax relief if you do that though if you're just out there fundraising for a project that isn't registered A, they won't get the tax relief but also B, a lot of donors don't like to give to a project like that because it doesn't give them a lot of reassurance that it's a legitimate project donors are quite savvy these days in New Zealand and I do find that people are asking that question you can't just, I mean that's why we have regulations you can't just go and set up a charity willy nilly and decide that it's a charity so there's a lot of reasons why people do that but the process to set up as a charity in New Zealand is pretty involved and convoluted and it can take I think at the moment between sort of six to twelve months it depends what you do so you have to get a lawyer involved you have to write a constitution that's approved by a lawyer then you have to submit it to the Government Department which looks after charity regulation, DIA they'll often have questions and they'll come back and then it gets approved and it's within charity services there's quite a lot of processes to go through and for some organisations that are volunteer run they're run on the side they just don't have the capacity or the time or the knowledge to do that stuff so that's really why we're offering this service it's to allow people to set up as a charity legitimately and effectively and know that there's oversight and know that there's an entity that has done all that oversight but they don't have to do it themselves so we're just providing that efficiency on the donor side I think donors would like to do it this way because again they just have that reassurance that somebody else has looked at it and it's not just some random idea of somebody's that's decided that it's a charity does that make sense? Yep, good, that's great, thanks this is a technical question does it integrate with accounting packages and other software so that it's all seamless and also with CRMs and that so that you can send out to your database if you're a charity? Yeah and you have asked me the technical question and Alana is really the expert on the technical side so I'll do my best well we run all the accounting for all the projects all the projects sit under so we use zero and this package integrates with our zero so all the accounting is essentially done through the gift trust that's one of the beauties of it to have their own accounting expenses through the platform it's super easy for them to do and they don't really need to do much else so I haven't yet come across a collective that's set up and then also wants to have their own accounting package I think they probably wouldn't need it but I could come back and ask Alana that question there is definitely a way so in terms of the CRM and communicating with supporters and donors it has a really nice little mechanism and built where you can send out newsletters you can write little updates about your project and send them out to all the supporters that have donated to your project so far so it allows you to do all of that as well yeah it's pretty cool it has a lot of sort of mechanisms built in but Alana is the expert on that Alana is an EHF fellow so if people have further questions I'm sure she'd be really happy to answer those Thank you Do we have any questions or comments or thoughts from anyone in the room? Thanks Cheryl and Tessa I was just wondering when you talk about the due diligence process that you go through with charities are you able to talk a bit more about that sort of in detail and what you look for? Sure and do you mean on the gift trust and the gift collector side should I just cover both? That would be great Okay so when we're giving out donations from the gift trust, from our donors to charities it's quite a thorough process because oftentimes they're quite large donations as well so we're essentially checking the simple things like is it a registered charity for example and then we're checking things like their finances we'd like to check are they in a good financial state so we're checking things like some simple things such as income versus expenses how much assets they hold but we're also looking at things like are they reliant on one or more sources of funding too much are they got a good spread of funding in place we're also checking for charitable intent essentially is the main legal test that we have to do so is a genuinely charitable project all of the other due diligence steps that we do are really to provide intelligence for the donor so it's not that we're doing this to kind of trip up the charity or to stop the donation going ahead it's to provide a really thorough picture so generally speaking we're here to look at the resources of what the donor wants to do we want to get the funds out to good causes but sometimes we pick up things in a due diligence process that we like to let the donors know about and also that we like to let the charities know about so we've had some really good instances where I've let charities know that they haven't been keeping up with their financial they haven't been putting onto the charities regulator the correct new version of their financial accounts and they didn't even know for example and then they've been able to go out and update it so that other funders can see it sometimes we've let donors know about particular situations with a charity there was one example where a charity was in quite basically was in a really difficult situation where they had lost a key funder recently they had a dwindling source of funding the donor still really wanted to support the charity but what they did was make it a matched gift instead so they encouraged the charity to go out they increased their donation and they made it a matched gift and the charity had a really great reason to go out and seek other donors and they suddenly brought in their donor base so it really helped things so there's some things in due diligence we pick up on that helps so that's essentially the process on the gift trust side on the gift collective side it's much more lightweight because we're really trying to test is this initiative that they want to run charitable and there's not a lot of documentation because they're not set up as an entity yet so it's quite a difficult task actually to do that so there's an application form it involves more of a question and answer process so oftentimes we'll have to go back to the organisation and find out a bit more detail but we're basically trying to find out what are the funds going to be used for and what are they doing and those two things essentially allow us to we're using the charity regulator guidance here in New Zealand to test that and to see whether that fits with the charitable criteria here yep I have a follow up question if that's okay would you would you consider when you are working with the gift trust would you consider the charities that are on the gift collective as potential donor receivers so there's a lot of overlap you can imagine because we run by entities so we have gift trust donors that give to gift collective projects and of course that's easy for us to do because the funds are all managed by us so yeah that's easy and I should have said actually gift trust donors can give to wider than just registered charities or ones that sit in the gift collective we have in the past given to non-registered charities so we can we have to do a bit of extra due diligence we can give to social enterprises on occasion but even there are a number of different legal structures in New Zealand and it's a bit of a grey area but we have given to companies that have a charitable constitution of which there are a few and spiral network is one of those so there's a number of those entities which we can dig deeper into and there's also incorporated societies in New Zealand which is a whole different legal structure which we can generally speaking give to those some of those are not charitable registered charities as well so there's quite a few legal complications and Tessa knows all about these having worked in the legal charity space as well That's great so in that way basically a family charity that is not registered and I do choose the gift collective not only for the all the benefits that you mentioned before but it's also because you already have a pool of donors that you can showcase and market and say this is a space let's say education well-being or something all the charity that is not in this massive list of all the charities in New Zealand you can think of that so it's like a great, yeah Yeah it's definitely a side benefit Yeah You've got a question Yes I know for charities there is this there is a lot of ongoing reporting requirements but if you're registered on the gift collective presumably those are less onerous and more designed by yourself what's the difference Well if you want the main advantages of doing a gift collective is the lack of the difference in both the application procedure and the ongoing reporting and I just wondered whether you could give us an inkling of the degree of that difference Yes great question Thanks Janine so yes that is a huge difference essentially we do all the report we do the compliance reporting to the charity regulator as the gift trust so connectives don't do any reporting to the charity regulator at all they're only responsible to us basically the due diligence that we're doing is an ongoing process we do the upfront due diligence I mentioned which is during their application to check what their goals, wishes and aspirations are as an organisation but then for every single expense that we pay out so you can imagine they're receiving donations all the time, we hold them and they sit in their fund and then whenever they want to draw down those donations they basically post onto the site their invoice or their receipt for whatever that expense is and we pay the expenses out each of those so it's quite it is quite admin intensive because we need to make sure that any expenses we're paying are genuinely charitable so it's an ongoing due diligence process we're doing to check that those expenses are charitable and if anything pops up that we think there is an issue with we just discuss it immediately at the time with the charitable entity so there is no there's no annual reporting to charities regulator or anything as a registered charity on the other hand you have to do your annual accounts, we just did ours so I know the process back to front so you do all your annual accounts you upload them to the charities regulator you have to answer a number of questions you have to have a board of trustees legally appointed trustees have to meet a certain number of times a year there's a whole process that you have to go through as a registered charity but because we're already doing that that's what we do so we wanted to be able to share that with others Cheryl, good question Janine do you have any other questions or comments you know I want to make or any points that we haven't raised yet regarding the meeting please will there be another meeting about this public or is this the only we can have Tessa and Cheryl can hold other meetings I'm sure at some particular point if you want to get in touch with them Ellie and we'll also share the recording was there a particular question or thought that you wanted to bring up no thank you okay I'm just conscious time has flown but if we don't have any other questions or comments I'll let you both just have your last parting comment that you want to leave to the audience with for today so we'll start with Tessa how about you yeah sure well thank you I know I've talked with Sarah before and I know many of you are probably involved in really interesting initiatives or you might be if you're listening in you might be interested in giving and thinking about starting off that journey and so I just encourage you to think of the gift trust as an option it's not necessarily the option for everyone setting up your own philanthropic trust can be a good option for really really large amounts of giving but I would encourage you to just get in touch with Cheryl and look at this as an option and more broadly to ensure that New Zealand's charitable sector can thrive just being part of that sector in some way or another is a good thing I agree thanks Tessa Cheryl Thank you for having us we've been long-term friends of the EHF network really I would describe the gift trust so it's nice to actually do this session finally and we know so many people in the network so I suppose I would just finish by saying do spread the word I guess what I'm really passionate about is that charities should be out there doing the amazing work that they do and making the changes to society that we so desperately need and there are so many inefficiencies in organisations having to do some of the back-end administration compliance and also likewise donors you know for them same thing you know setting up their own charitable entity and getting paying for lawyers and accountants and all of that stuff it all seems so inefficient so we're just on a mission really to try and help with all of those things we're a small but mighty team and we're very keen to help organisations get over those hurdles so please spread the word and get in touch and we're always happy to have a chat conversation with people likewise Alana Irving who's in the EHF network is also available for chats as well thank you thanks Cheryl and thanks Tessa great conversation and lots of takeaways today key things for me was yes, financial planning of being able to give for the rest of your life is actually a thing and it's a great and there's no excuse not to be able to give even if it's only like $10, $1 whatever you can actually do that out of your pay pack fortnightly monthly however you get your income and that there is just so many different choices of charities and people to give to and you can actually have a good strategy lined up for you at the beginning which I think is great so that the people who are working behind can actually know how to spend your money on your behalf which I think is good so you don't actually have to do all the hard work and also about the tax release so anywhere in the world that we learn today so it's not a hard thing and there's no excuse to have to give and in these times I actually think it's good to get to the four so that the charities can continue doing the work that they do and all the back end stuff is done for them so they're not having to spend all the time doing the fundraising and try to find out where the next dollar is coming from so thank you both for your time and I hopefully this reaches a lot of the fellows going forward Te Nakue, have a great day