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RUSSELL KETCHUM: All right. Well, I want to start by thanking everyone for coming out and listening to us talk today about creating highly dynamic apps using Google Tag Manager. I am Russ Ketchum. Im the lead product manager for Google Analytics for Apps, and also Google Tag Manager. NEIL RHODES: And my names Neil Rhodes, and Im the engineering lead for the Google Tag Manager for Mobile Apps. RUSSELL KETCHUM: So I want to describe a problem to that you as developers all know pretty well. Now here, just kind of a quick show of hands. Who in here actually as is app developer, iOS, Android? All right, so the vast majority of you. Awesome. So this is a problem you all know really well, and that is once you ship your app, its frozen, right? I mean, its locked in. Its stuck, and its effectively cast in stone. And so what that means is if you want to make even the tiniest change to your app, youre now stuck with this multi-step, kind of indeterminate amount of time, how long its goin