The Onus for Responsible Frequency Management

I think everyone would agree with your point about frequency. We don't want to see the same ad, you know, a thousand times in 30 minutes. Is that then the responsibility of, I don't know, the advertiser and how they engage with real time bidding? Or is it the responsibility of the platform to balance that or who should really help consumers not have that bad experience? Well, it does still start with the data. It starts with some form of signaling that I know an individual has seen an ad three times today. And we don’t want to exhaust them with our messaging. The onus for responsible frequency management really falls on the buyer, the advertisers through