We believe in developing a long-term relationship between the publisher and each member ofits audience. We believe that focusing on the short term with a focus on "eCPM/impression/quarter" optimisation is a limited approach. We believe in the notion of Lifetime Value between a publisher and each of its readers, and we want to help develop this relationship. We believe that people come primarily for a publisher's content. Within an implicit or explicit reading contract, they want to see ads that are relevant to them and that respect their relationship with the publisher.

We believe that advertisers have the right to demand full transparency on the effectiveness of each of their investments. We believe that they should be able to know with certainty with which audience and on which screen they are in relation, person by person.

In our view, marketing solutions should be fraud-free by design, not via a paid overlay.

We believe that investments in DMP-type solutions should be used for marketing projects that are directly integrated with these solutions, and that it is up to us to create and deliver solutions that fit the advertisers' systems, not the otherway around.