It's really, with the most recent stats in the quarter that over 50% of our total of our customers, CTV spend is going towards direct access partners. That really is, it's widespread. And so it's across the board. And really what's driving that, they all want if you think about there isn't there's not the same type of long tail and CTV apps like there is in websites. There's, I don't know, 25 million websites. There is a much smaller, I think it's 50,000 CTV apps. So it is a lot of the viewership is going to be aimed at the premium end of the market. And that is really, if you ask customers, where do they want to be? That's where they want to be. Number one, I think we make it a lot more palatable for them, because we're connecting directly with those content owners and they're seeing lower CPMs as a result. And they're also winning ad auctions at a higher rate. So net-net, those content owners are getting higher CPMs, even though previously when customers would bid through other platforms, through intermediaries, they were spending more. So, I think that's #1, the CPM savings is big. Number 2, over the top of that is our Household ID. Across other platforms, this isn't widely understood. There's not a standard identifier like a cookie and CTV. So marketers are buying other platforms typically end up experiencing over frequency and not reaching as many people. Therefore, the results aren't good. And so when they use Household ID and it's available in excess of 90% of the time and CTV in our platform, they're controlling frequency near perfectly. That means they're reaching the intended amount of households that they and really just maxing out there and it's driving better results. It's pretty simple. So if I can get you a better price that's direct to large content owners and then you're controlling reach and frequency, I mean, that's advertising. I mean, just getting to defining the growth and connected television and what's driving it. It's more simple than you would think. I mean, we say this over and over, but we have walled the garden level address ability, but not on user generated content like social. It's on the world's most premium content. And I think that overarching the combination of the 2 things is what's fueling the growth of connected television, the targeting, the measurement and the sight, sound and motion of that big shared device in the room really moves consumer behavior. So, for CTV growth, we really don't see that slowing down, we feel very good about it now that address ability is brought to television, I think you're just going to see the budgets continue to flow.