34:29 geofencing campaign. Yeah, I know. That's the look I had when I first heard this term, geo, because I know geofencing is like, well, so my dog can't leave the yard. He gets zapped, which Phoebe does not have a collar. You know, you can geo-fence your car so it won't start somewhere, et cetera. Right. But geofencing is an advertising strategy that you can buy on all the big social networks. And I first heard about this term in this context of advertising at the Heart of the Hills gala that we went to. Do you remember talking about this? So the Heart of the Hills, which is a fantastic organization here,
35:13 they give young, well, they give all women, doesn't have to be that young actually, the opportunity to come talk to them about alternatives to abortion. And they don't force anyone down a path. They don't do abortions, but they certainly will try and bring you into a more godly frame of mind about it. And they've had great success. And the thing that hit me there is the executive director, she said, we have had a great success with geofencing, where people, and so it is based on geographic location, were searching for planned parenthood and they pop up.
35:56 So, and when I heard that, I'm like, wow, that's really smart. I heard that. Now that you mentioned that, we looked at each other and I went, whoa, like, wow. And so, you know, this is not a cheap system. You know, we talk about CPMs, cost per mil, or cost per thousand. So for mobile and desktop, that can be $15 per thousand impressions. It can run in the tens of thousands or hundreds of thousands of times. Every time I drive by the wellness center, my app pops up. I get a notification driving down the street. That's probably geofencing. It's got to be. So Greg Lorry was a target of geofencing in California.
36:36 And again, I'm a little on the fence about this, but there was, so this has become big news on social media because Israel. The Israeli government hired a company in the United States to geo-fence thousands of churches, mainly on the West Coast. So that's why Greg Laurie was, you know, would target it as well. Some in Texas as well, particularly Austin. Bridge Church was not on the list that I could see, but who knows how accurate the list is. And they were doing two things. One was, so if you were just on social media and you were within this geofencing area, it would pop up messages showing how Israel is important to be a Christian.
37:21 I'm paraphrasing, but also a lot of anti-Palestinian messaging. And so I'm kind of on the fence about what I think about that, but it's more, I say it more for people to understand that this is taking place and you are being targeted. And if you're being targeted for good, trust me, the enemy's out there targeting you for something else. How do they call the information for their demographic target? Well, in this case, they were doing it purely by church. So within a geographic area of a church, what that church represents. There's a lot of data on Bridge Church. I mean, you don't have to go over it. You can just look at the website and know what we're about.
38:03 You can find out the demographics of who's going there. Just having your phone on you is already telling the data brokers who you are. They are they know what Uber you take. If you take the X, the Uber Black, or if you take the Cheapo one, they know everything. They know everything. And for the same reason, you're getting a pop-up when you pass the Wellness Center. I was telling people about this stupid bot on my phone called Bixby, and it literally would pop up and say, Do you want to, do you want to install me? So it's listening full time. So it's important to understand that there are actors out there. And again, I gave you two examples that I'm not against per se.
38:48 Right. But it can be used for all different reasons. And we have to be cognizant that this is happening, people. This is happening. And just be aware of what is going on and always thinking why. Why did this show up? Or better yet, just use it for phone. Just use it to text. It's been a long time since I've had a phone call on this thing. I've got two I need to make this afternoon. It's going to be odd. It feels weird to tell you. I get a lot of scam calls. You know, whenever there's elections going on, like, oh, okay, New Jersey calling me. Yeah, no. I don't think so. Oh, I've been called by Trump before. Oh, of course. Yeah. Yeah. Oh, what did he say? I didn't take it.
39:31 I thought he could leave a message. So it's just something that I wasn't really even aware of. I've seen how effective it is because literally the executive director of Hills of the Heart of the Hills, she told us how effective it was. I'm like, that's really amazing. And small town America. And save unborn children through this, which is great, but it can be used for all kinds of things. And I'm always a little worried. Make sure that when you feel like all of Texas is being taken over by Muslim and Islam is on your roof, just know that there are all kinds of all kinds of actors, political mainly.
40:10 I'm not even saying, you know, it's a nation state, political mainly, who may even be friendly to you, who are just trying to do stuff to get to mold your mind. It's just the warning shot I'm throwing out. Over the bow, bro. It bugged me when I heard that. It needs to be a shot heard around the world. You know, we talk about that in Lexington, obviously. But it's like this net that gets cast out, and you can get caught in the net very easily. And I think when we choose and learn how to respond as opposed to react to everything, and again, practice makes permanent, not perfect.
40:52 So the more you resist what those things are trying to lure you into, you know, because sure enough, if you hit, you know, you hit the notification pops up, hey, wellness center, you know, boom, boom, pick it up. I haven't been a member there for two years. Oh, and I'm still getting them. And now it pops up as a text message. It comes on on my phone, like it comes up as a banner on my phone. Do you have an app? Probably. Okay. All right. Probably still have the app on my phone. I guarantee you. That's why. Because you know how it is. I'm not always going, okay, what apps do I not use anymore? Because I have so many now. Advertising used to be so simple. Do you want these girls to like you? Buy this car.