Sure. So I can take that. So absolutely, I think what we see is that complexity for the ad buyer, right? So whether that's an advertiser or it's an agency, that complexity is growing, right. And you've got privacy regulations, you've got whole classes of new media, impressions and data coming online, like CTV and commerce media that you mentioned. And buyers are increasingly trying to assert their control over the buying process, right, meaning how do they buy, what inventory, what signals are they using, what are the performance or brand KPIs of those campaigns? And doing that across multiple platforms is very challenging for the brands, right. It creates a lot of operational complexity. Their teams have to learn a lot of different user interfaces. Enforcing something like a frequency cap when you have siloed systems that you're working in is difficult, workflow, data aggregation, performance measurement, all of these things are much harder. And so we are finding great benefit, as evidenced by the SPO metric at 50%. We're finding great benefit for buyers and being able to consolidate, lean into fewer partners, manage the workflow, manage the data, manage the targeting, and that's exactly where we are focused. And I think what we're continuing to see, which we've been seeing over the last couple of years, but we're going to continue to see is a consolidation of the ecosystem towards fewer, bigger platforms that can provide the control, that can provide the data, that can provide the workflow capabilities. And I think a particular note, which we're calling out here in the earnings comments earlier is that -- that capability to deliver on the needs of buyers is shifting to the sell-side of the ecosystem. And we talked already about what are some of the drivers of that? But privacy regulation is certainly one of them, where data is more and more encapsulated on the sell-side of the ecosystem, and of course, primarily as an SSP. But now, of course, doing more and more with buyers via SPO and Activate, we're able to bridge from the buyer into the sell-side of the ecosystem very deeply.