So, the answer is, yes. All of those things certainly do play a factor. But I think two things in particular are really driving the interest in clean rooms and connectivity. Number one, is an increasing recognition amongst sophisticated advertisers that they are all competing around data. And when they look across the landscape, I mean, we can name the, we could point to the walled gardens, companies that collect information from us as consumers across multiple touch points, and they are really well-positioned to compete effectively. So, everyone else in an industry is saying how do I catch up, and they can't, not everybody can out Amazon Amazon unless they collaborate. And, when they start to pool their data together in a privacy compliant way, they can actually extract insights that are far more interesting than that of any data giant. And then the second thing is, around measurability and loss of signal. As media plans expand, there are more and more line items on those media plans. Just take Linear Television for instance. It's all but tipped towards CTV and there are so many different choices for placing your ads on different viewership than they previously existed with Linear. With that explosion of choices comes the need for personalization, not necessarily just message personalization, but the kind of technology that also allows companies to do ad suppression. So, just simple frequency capping, for instance, is so important on CTV and programmatic, and you can't do that unless you have a measurement standard, a measurement technology such as LiveRamp has that facilitates the data going out, but also the measurement data coming back. And then, I'll throw one other thing into the mix. That is that we work in a copycat industry. And so, every company is looking out there and saying who's doing it better than me? And Elizabeth, you've been to RampUp before. You know what we do. We don't talk ourselves. We put our clients and partners on the stage. And right now our clients and partners are all talking about the successes that they're having and that's going viral and attracting other clients. There is a network effect that just takes off when our retailers bring us packaged goods partners and those packaged goods partners bring us more retailers. So, we're starting to benefit from that rightfully as you point out with our upselling efforts, but also with our new logo efforts. So, since the pandemic really, this has been our biggest percentage of new logo business. About a third of our bookings this quarter was new logo, and that's the network effect and the cloud partnerships starting to bear some fruit.