The ads, i mean, the advertisers don't have to guess. There's no psychographic here. You can just throw in a couple of paid ads and nobody knows the difference. So that is why amazons ads are content. They feel like content if they are good, and it doesn't detract from their actual selves. And what happens organically, molly, is this should be obvious to everybody. If you are making money, then you can spend money on these clickads,.

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