Derek Andersen
Analyst · Evercore
Hey, Mark, it's Derek. Thanks for the question. Look, I think part of what you're seeing there is the fundamental improvements that we're making to the ad platform and the ad products in our go-to-market. So, for example, when you're looking at the year-over-year growth in the European region, what we're seeing there is that the fundamental improvements that we've made to the DR ad platform. So, some of the things I talked about earlier in terms of the big investments we've made in infrastructure to drive ad ranking and optimization, the work that we've done to incorporate a broader range of signals and features into those models and then those models themselves becoming much larger. The faster pace of experimentation that we're seeing on the DR ad platform, all of that's driving out much more precise conversion predictions. And that's driving improved ROI for advertisers. And you can see that, as I mentioned earlier, in the improvement in lower funnel year-over-year and quarter-over-quarter. And then the other thing is what I also mentioned earlier, which is these new brand products to be launched earlier this year, they got very nice traction in Q3, including First Story and the Total Takeover products, and then, of course, the go-to-market improvements that we've been making. And I think one thing in particular in Europe and to a certain -- and to an extent, in the APAC region is that the new region precedence for those regions came on prior to us making the significant changes to our ad platform in Q1 and prior to launching these products. And so those fundamental improvements to the ad product, the ad platform and the go-to-market, those are not just unique to the European region. For the most part, they're going to be globally applicable, including some of the really good improvements -- we're making the scalable solutions for small and medium-sized businesses. But you can see some of that is impacting North America a little later. And that's why North America, for example, was the fastest region quarter-over-quarter at 14% sequentially in growth, and that's a combination of those fundamental improvements coming to bear on the North America market, as well as the improved go-to-market exercise there. So, I think what you're seeing is the work starting to show up in the output and the fundamental progress we're making with the ad platform, and that's showing up in ARPU, which is great news for the business all around. So, thanks for the question.