Is There a Year of Experimentation Now for Advertisers in TV?

I remember the early days of mobile and a lot of people being very skeptical because if in the very early days essentially the banners on your mobile phone were banners. So I think there's also great potential when you think about the creativity of somebody like Netflix and potentially how playful they are. You know the Bandersnatch episode of Black Mirror a few years ago the idea that you can use your remote to do things. And I think if you sort of combine that with the idea of advertising you could potentially see some really interesting ad formats or shoppable TV as well.