Basically they presented their Digitology religion. We are all worshippers to the digital jahve. The key message was they we need to unbrand our websites and content in order for them to make a real impact, because consumers don’t wasn’t all the pushy messages and annoying ads right in their face, but they will naturally reward a positive value transaction. They also said that their research stated that old target audiences were often quite adventurous online. Also compared to younger audiences. Go grandma. The 4 key ingredients in modern content providing or advertising or communications as presented by Profero: purpose, involved, relevance, value.