The application is called "Nyche". It comes from the french word "niche". We created this because we believe it is really hard for communities to connect and have a proper newsfeed about what is happening within a certain sport or interest group. And also switch between niches whenever they want to. We also make it possible to find friends on a map (with the right privacy settings) and lookup shops by the brands that they sell. For us, supporting both advertisers and the creative people who would use our service is intuitive. We are building an ecosystem that will ultimately strength our brand not damage it.We provide an elegant experience for users who want a trustworthy and hassle-free way of connecting with their niche. Our service is now not just about small communities, it’s about sharing experiences and creativity. This takes us beyond native advertising. We are creating a community that brands can legitimately be a part of, and that’s something no click through can buy.