The Importance of Third Party Measurement in Streaming

What would you say is the at the top of the wish list for buyers right now? And that will ultimately determine how they decide to divide up their budgets between all this new inventory during this year's up runs. We need to have full visibility on the streaming side to what we bought. Where did we run? Who did it reach? Right now, that is a that that is not an always on situation isn't always offered. It is literally offered on a value ad basis and only blessed by the streaming partner.