Douglas R. Lebda
Management
Sure, I can take both of those. First off, on theDoubleClick versus Atlas, we actually didn’t switch from DoubleClick to Atlas.We basically did a company-wide RFP where we talked to DoubleClick, Atlas andsome others about getting on one platform both the buy side and the sell side.Several of our businesses had used Atlas, a couple of our businesses had usedDoubleClick as well. We look at all the pros and cons of both, going backalmost a year now and thought Atlas was the right answer for both the buy sideand the sell side. The buy side has been implemented, as I’ve talked about inthe past, and the sell side is in process now. We’ve got several sitesconverted over with several more launching in the first quarter. In terms of monetization, the key benefit of monetizationthat we’ve seen so far on advertising has come from a couple of things. One isour own ability to go sell and be much more effective at selling and, as we getmore scale in advertising, we can attract more advertisers in, we can raise theprices. In addition to that though, we’ve also seen the operationaleffectiveness really improve. We are better at the sell-through and measuringthat. We are better at figuring out which advertiser you put in a given slotwhen they might actually overlap, and all of that has helped to improve theCPMs on the site. On LendingTree, the CPM versus lead fee, I don’t think we’dmove to a CPM on LendingTree. And at the end of the day, the way lenders lookat this and the way that ServiceMagic’s clients do and all of our otherbusinesses that are in lead gen, they look at it on a cost per fundedtransaction, and they try to get an attractive marketing cost. So whether weare on a CPM or a lead fee or a closing fee, none of that -- at the end of theday, they are going to look at it on the all-in cost. Now, what we have done is as we increased the pricing on theLendingTree network about 10%, we’ve also shifted a lot of the revenue, a lotmore of the revenue to an up-front fee as opposed to the back-end fee. Thereason there is it obviously reduces our risk, brings in more of the revenueupon transmitting a lead as opposed to actually closing, and it also is aneffective price decrease for your best closing lenders, because they buy fewerleads to get every closing and it helps to thus get you more aligned with your bestpartners and really puts a price increase on your worst-performing lender. So what we are doing is gradually moving the pricing moretowards the up-front. With our Get Smart product, it’s 100% up-front, but Idon’t see us moving it to a CPM-based model.