The Importance of Transparency in the Display Market

About 25% of our total volume that runs through our pipes is executing programmatic. It would be surprising if it's not more than 50 in a few years and probably, you know, probably closer to 70 or so. But there was a difference between making those environments fully bidable and also thinking about what signals are passed in the bid stream. And a sort of a lot of that gets into ensuring pre-meco system is sort of executing in ways that recognize the value that that quality well-lit, transparent environment delivers to the end marketer.