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Ditra: I know the connected to TV opportunity is massive huge, but the other opportunity I'm paying a lot more attention to lately is retail advertising. On the call, Trade Desk talked about Walmart adopting UID2, which is sort of a way to replace third party cookies, which we've already seen so far doing away with. Ditra: The perfect use case for it is connected TV because you have a login and you have a history. And by virtue of being logged in, the data sets are bigger and way more interesting.
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