This week, InMobi made a significant change to its core ad serving algorithms and data systems resulting in massive improvements in publisher eCPMs and advertiser ROI. Internally known as project Dark Knight, this change had been in the works for the past 8 months and cut across the entire stack making massive overhauls to every system being used at InMobi. As a result of this change and associated changes which will follow over the next few weeks, users will be able to see far more relevant ads from InMobi as measured through various relevance metrics including CTR, conversion rates and eCPM. We believe that for most publishers, the changes in eCPMs will be dramatic and urge you to track your numbers and make appropriate changes to your yield optimization strategies accordingly. For most advertisers, ROI improvements should allow you to spend more judiciously on segments that show the improvements.