Streaming TV in Roku

When I did the direct response TV in the past, it worked sort of through a tonnage for us. But it was incredibly difficult to measure and to optimize. As an operating system, we are first and foremost a consumer company. We know who they are. And as a result, some of the issues that you're referring to with cookies and desktop or ad IDs and mobile, we have a very clear sense of who your ad is reaching within streaming television.