Is CTV the Future of TV?

TV manufacturers are certainly well positioned to become more of a player in the television ecosystem from an advertising perspective. TVs are becoming, you know, incredibly robust when it comes to things like their onboard memory cache and chipsets. I think linear is going to need to evolve to become more CTV-like. We call that at IAB TechLab Advanced Television. And we hope to be making some big announcements around that later this year.