What's the Spectrum of Technical Obstacles in Gaming?

New wave of in-game advertising is about placing those banner type ads and like those branded assets, programmatically rather than hard coding it in. Big tech players that brands are already very used to working with are making inroads into gaming inventory. So there's definitely some challenges and obstacles just on the perception of the audience, the perception of brand safety. And then even when you talk about the wider gaming advertising picture, it includes stuff that's been hot in mobile platforms for ever now.