You . Thanks, Brian, for the question. Really appreciate it and I’ll take the first one and then I'm actually joined here by our Chief Revenue Officer, Tim Sims, who will take the second part of the question and Tim guilt-free of course to add any color on the first part as well. I love the first part; I mean the second part is great as well because AMC has been just such a phenomenal partner. But you're absolutely right. So one thing that has not been discussed enough is that nearly everything in CTV is consumed, on the other side or on the inside of a logging. So in other words, you are logged-in using an e-mail address to consume content that you have that you're watching on pretty much every app, on every operating system that you'd have. Whether it's Roku or Amazon or something else. And because it's on the other side of the log in, there is this benefit to using a common currency across all of those. If you think about it from a consumer standpoint, more than ever, we are watching content on multiple apps, like 5 years ago, we mostly watched on Amazon and Netflix, and now we watch on lots of apps. And the fastest growing have been AVOD out. So you now see in ad whether that's Peacock are over or any of the others. There are adds being shown across all of them. Of course, an advertiser would like to control reach and frequency across all the apps and not just one. If they just do it one app at a time, they are going to waste money. And that waste is totally unacceptable in connected TV because the costs are higher. As I as I mentioned in the repaired remarks, the costs initially were higher because of scarcity. That's unacceptable anymore. You all first have to be justified with increased efficacy. And then efficacy cannot be justified if you do not control reach and frequency universally. This is why Unified ID is so strategically important for us. But it's also wise so strategically important for every major brand in the world, where as they are looking at CTV, the perfectly fragmented ecosystem, they are looking at that saying, “I have to control reach and frequency centrally. And if I don't do that, I'm going to operate at a disadvantage and I'm going to waste money compared to what I did in linear." And given the increased cost of content, the content owners are equally interested in making ads more effective because you can't win by showing an ad load that is as dense as the one that we had in linear. So, whether you're a content owner, whether you're an advertiser, or whether you're the DSP like us, we all want universal reach and frequency, and the only way that that can be done is with a common currency like UID. Now, Tim, for the second part.