Yes. Sure Jason. Great question. Yes, here's how we look at the market. We're very, very early stages. I mean if you looked at our leading CTV revenue publishers on the Magnite platform two years ago, none of them would be the top guys that we're talking about today, the plus services, the broadcasters, et cetera. They were highly specialized CTV first players. And it's not surprising that the types of advertisers that the bigger services are talking to right now, are their legacy linear advertisers. And it's not surprising that they've sold to them direct their whole existence and that they'll want to continue that method in working with those advertisers. I think we're starting to see and you can see it with services that have been around for some time, take a look at Hulu, you're starting to see this openness to biddable just largely because the buyers are wanting that to occur and they want to use more data targeting and they want to use more audience definition that may be coming from the buy side, not just the sell side. So, I think that you have that occurring with that cohort of advertisers, the desire to do more automated, to do more data targeting, to do advanced biddable environments. But in addition, we really do believe that if all of this is just about converting a couple of hundred broadcast advertisers over to CTV, we've really missed the big picture. And the big picture is 10,000 new advertisers coming in, right? Advertisers that right now, predominantly advertise on social video environments. And they're going to -- with the increasing targeting and the hyper-targeting and the advanced functionality and features that you're going to find with the shoppable ads that are coming out, that you're going to find -- that they are going to find this to be a very performing environment, and they're always going to want to be in a biddable environment. And these are the types of advertisers that a direct sales team from a large broadcaster, they're going to hire people to go call on them. So, that's where we feel as though programmatic comes into play beautifully. And lastly, all sports will be streamed if they're already most of the contracts are. And sports is ideal for a programmatic environment, timeouts, overtime, et cetera, programmatic is ideally-suited to fill those kinds of ad gaps there. So, we really think that you're going to see a maturation in the CTV environment in the not-too-distant future where it's much more of the programmatic that we're accustomed to in the DV+ side of the business, with one exception, they're not going to be using 20 SSPs. It's going to be a winner take most, and we think we're perfectly positioned for that position.