Sure. Well, so if you think about if we were just competing on spots and dots, you know, just selling ad inventory, look, we're not Netflix, right? We are a specialty enthusiast player. We have some compelling verticals, but we're not competing with the big scale general entertainment streamers on a Connected TV inventory to inventory comparison, right. What we are doing is working with brands and developing, I'd say, more bespoke and more custom campaigns that involve things like in addition to inventory, involve omnichannel, podcast, display, other forms of audio, email, social and even things like events and other things. So we think that approach protects us because those kinds of initiatives are important to brands, especially to entertainment brands like gaming, movies and so on, which is I think our bread and butter. So those brands really are less and we're not really looked as a place, hey, let's go in and buy CTV inventory for this, that and the other. That's a piece of the mix, but our direct sales teams are really selling comprehensive packages of opportunities that include things like sponsorship and everything else. So when you look at it from that perspective, you can't buy that kind of experience for your brand or your film release or your video game on an open exchange, you just can't do it. So that's why we think and the demand for that is increasing. We're going into arguably our busiest season of the year. We're probably one of the top brands in the horror vertical, for example. We'll be sold out of all available inventory for that market to Fortune 500 brands, movie studios, you name it that are focused on that. We're getting sponsorship revenue for some very large brands, for events and things like that. So I am very optimistic about that approach. If we were just competing on programmatic, it would be I think you're right, that would be a much harder battle. But we're starting from a much lower base and I think we can do lots and lots of sales and lots of growth for many years focused on this part of the industry, that our team is just incredibly experienced and has been selling for collectively over a 100 years of experience among everybody that's going to be doing it.