We adopted a mobile first approach for interacting with people across the country at scale, in-location and in real-time. This audience scale, people interacting via mobile and the first party, deterministic data delivers unparalleled breadth and depth. Our systematic technology approach incorporates proven market research principles and media ratings standards to create a probability sample, which allows us to observe people while in location, defining baseline metrics and measure audiences. The demographics and cooperation rates are adjusted using this probability sample method to deliver confidence to clients who are subscribing to our syndicated and custom research services.