 I hope you guys can hear us loud and clear. And I think a big thank you to all the panelists. Special thanks to Saled and Anil for traveling from Delhi. And just to tell you, I think this is our, like at least my first physical event after COVID. So good to be back in a conference room. While driving, I was thinking like, what could be that one thing which could introduce the panel in one shot. And what I could write on my notes was, these are the programmatic pioneers of India, right? And it's a privilege to have all of them here together on this stage. So super excited, thrilled to be having a discussion with them. So I started my digital journey almost like 14 years ago. And the media was used to, the media buying was used to happen in a very different way like a TV and a newspaper through insertion orders. I would say release orders, like that was the terms we were used to use. And unfortunately, previously marketeers also didn't have access to data to plan, forecast, you know, launch any of the campaigns. I think understanding the right audience at the right time, at the right place, actually gave the true birth to programmatic. And I think programmatic as Naval mentioned is almost crossing like 50 to 60% of our digital universe today, which means it's getting important for everyone, for marketeers, for all the data partners, for double verify, for trade desk, for agencies. It's taking the center stage. And I think programmatic has also led to one very beautiful thing which I feel is choices, right? You are no more bound by one or two things that you can pick up. Now you have like entire universe that you can actually choose in from. With that background, I think probably I'll lean on the panel and I think what we guys thought was we'll start this panel from very basic understanding of programmatic, right? To set the baseline, right? So Anil and Mitesh, probably I'll start with Mitesh, right? Just help the audience understand what are the true benefits of programmatic versus direct and Mitesh, you are leading a massive publisher brand, right? In the country, moving in for traditional newspaper to now fully digital ecosystems. So I would love to hear your thoughts on what are the true benefits that you feel a publisher have while using programmatic versus direct? I think thanks, Tejinder, for this question. What, you know, I would like to keep it simple. What it means for the advertiser is choice. It means simplicity of execution. It also means transparency and it also means measurability, right? So if we put all things together, if I have to sum up, these are the absolutely four things that programmatic advertising offers. From a publisher perspective, while I know this panel is largely an agency panel, I probably am the odd person out speaking out from the publisher perspective, but from a publisher perspective, it really opens up the inventory in a very safe way, especially large trusted publishers like us in the stand times, for example, and allows us to interact and reach out to more advertisers which we otherwise would not have been able to connect with. So, you know, that just opens up not just the number of advertisers, but also providing advertisers various choices and the panel, the fireside chat before this spoke about when you are buying on programmatic, you are largely buying audiences, you're not buying individual websites and therefore for us, which we have almost 30 or 40 different properties and of course publishers like us can actually offer everything that we have in one go as long as we are able to offer the audiences which the advertiser is seeking. Fantastic, Mitesh. Anil, we are troubling you again. You know, it's a panel that I love to speak on programmatic, but when you ask about the advantages or benefits, I think I can draw up a list of advantages, but if you want me to pick, I'll pick two which maybe will encompass a lot of them. The first, I would say, is media consolidation benefit, earth age, right? Today with new channels coming up, coming within its fold, as I was saying earlier, right? You literally can today run an omnichannel campaign, a full funnel campaign, right? That is the advantage that programmatic can bring to the table and media consolidation has its own set of advantages, right? Benefits is huge reach, right? You save wastage on impressions, right? Cost to reach goes down, lot many things. The second, I think we should look at programmatic as a data enabler and that is one thing which is making programmatic very, very potent. Going forward, I think programmatic, so with programmatic, you can harness the first party data, second party data, third party data, right? And programmatic is the only tool where you can see bind creative and data together to power your personalization, to power your DCO story and so on. So I think these are two basic ones which I can bring it right here. I think thanks, Anil. Vishal, I think I'll lean on you for this which is slightly a flip question to this. Like what are the top two programmatic myths, right, that people think are around? It would be good to like get your point of view on it. A few years back, the myth was that it's a cheap inventory. It's a left-over inventory. It's a very sustained inventory, which is not true. That's first myth. Amazing. Yeah, you're with me? 100% I think everyone. Second myth was that programmatic is death to creativity, which is again not true. You plug in a DCO and you can really give the right messaging and the right audiences at the right time. I can keep going on. But there's one more which I think is also a little important is most of these advertise, most of the marketers actually look at the last click attribution and say that my sale has come from these sort of clicks. But there is a lot of view through attribution which actually programmatic brings to the table which is quite ignored by most of it. So maybe myth or whatever. A little bit of a level of education that's required. But these are some which come to my mind. 100% I think. Thanks for putting it very simply. Salel, over to you please. Yeah, Vishal covered the right thing which is like, such an inventory, cheap inventory and more importantly, the lower CPM. And it always happened. We have seen six years, seven years, a lot of advertisers, even from an agency perspective, what are the best I can go through programmatic because I want to buy an inventory at a cheaper price. Like that's the biggest wrong myth from an industry perspective. Reason being programmatic is the only channel where you can actually evaluate each impression, what you are buying through supply, what you are buying through DSP or whatever you're buying from any kind of sources. You'll have that control. And more importantly, like was what Anil and Nishita mentioned about brand safety measures because that is the only channel where you can control everything from one single platform which is like omnichannel, you can create that. The second myth which I really want to talk about, again, like Vishal mentioned performance. Amisha is like, you know, programmatic always work on the top of the funnel, right? It's not the scene. Reason being programmatic is the only channel where you can actually plug. Say for example, if you have search data analysis, you can use the learning, you can plug into programmatic and create an ROI model which works from top to bottom of the entire funnel. Amazing, I think we are very real-time stories. And I'm just, we were supposed to follow a certain order but I'm just flipping the order, leaving the thoughts from where Nachi and Anil left. I think you guys just touched upon the cookie-less world, right? We are hearing a lot about cookies fading away. How will it impact India? Does it work in a web environment only, right? So I think this is a question across the panel and we can probably start from Vishal and go around the table. Vishal, what would be a cookie-less future look like, right? For agencies, advertisers, how are you guys planning to educate, right? Your end customers, which is an advertiser basically. So I'd love to hear different views, yeah. Sure. So we believe when we sort of educate our advertisers that embrace for change and embrace for the big impact that's coming in the cookie-less world. We all saw what happened with this upgrade of iOS 14 with deprecation of cookie. One of the giant lost a lot of share. And now we've got a Google who came out with another, came out with the logic of flock, then fled, now topic, right? But these giants are sharp. They have tons and tons of data and tons and tons of signals to really come over this cookie-less world. And I'm sure there has to be some bit of a belief. And when it comes to the life, there's definitely gonna be a huge change in the metrics, the CPAs, the CPCs, whatever the market has followed. There's gonna be a massive change. All we have to do is keep learning and embracing it. I think to my sense, in my mind, it's also important that we need to be very clear about what are the metrics that we're chasing. And when we're pretty clear, when we start applying those in all our marketing campaigns, you'll probably see a lot of output and outcome coming in. And a clear answer to a cookie-less world is gonna be 1P. It's gonna be first-party data. And that's something that we probably talk and tell most of our advertisers that we need to be embracing this first-party data. And that is something that's gonna overcome all the initial hurdles that you think you might face, but which is technically not a hurdle. It's just how you're gonna adapt it and optimize it and keep building over your first-party data. Great. Thanks, Vishal. Perfect. Anil, over to you, please. Thanks, Vishal. So as per my view, I think the age cookie-less future is really going to be bright, right? I think it's a blessing in disguise. We've all known that third-party cookies what, how good they were so far. But we worked for the last two decades around third-party cookies. What I'll say is, see, there will be challenges, right? But we also know that challenges breed innovation, right? And what I feel as we continue to step into cookie-less future, the customer centricity that we see will go up, right? It will bring brands closer to the customers. It will also challenge marketeers to do justice to both privacy as well as, say, personalization. I feel while in an attempt to do that, right? It will usher in an era for responsible marketing. And I think cookie-less future will be all about data. I'm not saying just first-party data. All aspects of first-party data is data quality, data sanity, it's data stack, it's second-party data, it's first-party data. Your own understanding of your data scenario or the situation of maturity within the organization, right? It's complete alignment that is required within the organization, not just the marketing fraternity or the team, right? I think these are some of the key things that will crop up, right? And I think I've read some of your articles, right? Where you have been talking about zero-party data, right? Would love to hear your view on that. I think I'm personally amazed about it, but it would be good for the audience. See, good point, Pesu. I'm little against using this first-party data a lot. See, when we talk about first-party data, right? At the back of the mind is either email IDs, mobile numbers, device IDs, cookie-less future will be all about knowing your customers, right? You know your customers, do you know their desires, their intentions, their interests, right? Their preferences. That is, what will you do by getting an email ID and mobile number? That should only be a by-product, right? You start knowing your customers, you give them value, you will end up getting an email ID, but you should start knowing your customers. That is what zero-party data tells you, right? Gives you. They are willingly giving you sharing information, not just PII data, right? PII data will come at the end, but I think you've got to know them well, right? That is where we are lacking. Amazing, and I think- I think the answer to that is data-clean room. Yeah, clean room. It's not just about first-party data, but how you get all the signals from all the giants and enrich that data in a data-clean room and then use it. Amazing, like I think, Salil, before we go to your right, if you know your customers well, you will spend the right amount of dollars to reach out to them, which eventually brings efficiencies, right? So the CFOs will be very happy saying the dollars are getting spent at the right level and the right audiences. Salil, your expert view, please. Absolutely, very well said, because it's all about getting the consent. So once you have the consent, then obviously we can have consent management strategy as well, specifically to have that data distribution model. Yes, Cookilus, it's an interesting topic for us. Still we are awaiting what Google will be actually releasing the entire note at the end of 2023, but having said that as a business, as a practitioner, we should accept the fact like we have to be future-ready considering how the future of Cookie is moving on. But I have one question, I mean like do we really need Cookie because 80% of our media is on mobile, right? So Cookie, how Cookie will be like if you want to do any kind of personalization, how if you want to actually tap and create because there are advertisers which has kept Cookies for years but doesn't know how to really use that as a personalized model for any of the campaign what they're doing in-house. So it's all about an ask and accepting the fact, yes, there are solutions like programmatic, contextual targeting, programmatic, in fact, PI-based identity solutions. A lot of things are there. It's all about maturely how we are using those solutions to precisely target and create that model and future-proof ourselves. Great, and I think, Mitesh, you come from a different background. You are the owners of the inventory. How are you getting ready for the future as a publisher? See, I think, but first just wanted to address and put some points on this as well. What I feel is that in a Cookie-less future, marketeers will have to actually work very hard. Make the creatives more hard-working creatives and actually go back to basics. Because a lot of times, you've seen that, okay, targeting, et cetera, will do what it is and what Vishal actually rightly put, saying that there is no substitute for a great creative and a great marketing thought. The targeting, et cetera, will be there or will, I mean, 15 years ago, there was no specific targeting brand still used to be sold, of course. We don't know what ROI meant at that point in time or how to measure it effectively, but I think marketeers will have to go back to basics. That's critical in this era of Cookie-less world. And again, as more and more players are going to building first-party data, I think what is important is you have to build for the future, which is the India data production bill is not too far away. My sense is, and what I hear from many other knowledgeable players, is that it is actually going to be a GDPR plus-plus. India always does much, much better. And therefore, how do you build the consent management platforms on top of it? Build your CDP or the first-party data where the consent management is really taken care of and you are able to build that into when you are building your future. As far as HT is concerned, I'm talking from a publisher perspective. We are investing significantly in actually building a customer data platform stack. We are partnering with a few players to ensure that we are building an investing in our own first-party data. But apart from that, we are also investing a lot in content. So we are a trusted publisher, so the question for us is constantly, how do we continue and maintain our trust because trust is extremely important in this coquiless era. And therefore, investment in the right content which will attract the right kind of people and allow marketers to also advertise in a contextual environment because you can't take away the power of contextual environment as well. And of course, A plus B can be added to get a multiplier effect which is contextual plus first-party data, targeting, et cetera, can really multiply the advertising ROI. So a lot is happening in that direction as well. We are also investing in enriching our first-party data. So there are a lot of partnerships that we are getting into to get some of the signals, like intense signals. We don't have intense signals, so we are thinking of how do we get those intense signals, right? How do we, in a safe way, in a privacy safe way? And that goes without saying, so I just wanted to underline that as well. And also focusing on newer products like subscriptions, newsletters, et cetera. So all this is going on at the back end to ensure that we are able to deliver what the advertisers and brands are asking for us, from us. Great viewpoint, Mithesh. Before I get into it, I think you've given me a beautiful segue to our next discussion topic which is how should consumers behave in a privacy safe environment. But I was recently taking a plane somewhere and the person sitting next to me and he was like, no, I don't like to share my data with anyone. I keep my location services off all the time and all that stuff. And I was arguing with him like, you unfortunately cannot live without it anymore. Like, you know, and the moment we got off the plane, I said, okay, let's switch off everything. Like all access of your phone for a minute. He got down and he had to book a Uber. Unfortunately, the first thing he had to do was switch on his location data. He got stuck. And I was arguing with him that today, if you're wallet, you lose your wallet. Yeah, I think it's okay. And actually I lost my wallet last week, right? And I was still okay because I lost my license, came back in three days, lost my credit cards, was okay. But I think if I would have lost my phone, I would have been in a bigger, bigger trouble, right? And that shows, you know, that how sometimes data is so important, right? And how a mobile phone, which we carry, is such an important gadget than something old-fashioned like a wallet. So I think I'll go around the table to probably check on what are the steps that some of the marketers are taking in terms of building this privacy-first world. Because we all know consumers are getting more aware about what their data is, how it needs to be used. When I go for like a normal, you know, offices, if you have to do like entry at the gates, I usually avoid giving my phone numbers. I'm like, this is really precious now, this 10-digit number, right? So, you know, help the audience understand, Vishal, from you, what are the steps that a market needs to take to future-proof their strategy in a literally a privacy-safe world and thanks to our government for taking the steps in the right direction, yeah. Look, from a marketing point of view, I think marketers really are cognizant and obviously they're taking a lot more steps of really using the data in a very proper manner, as in it's not a written-to-way of, you know, you're abusing the data. Lot of it is getting played crucially because it's again getting, whether it's a PII, and I'm referring to the digital-first companies where there's really sitting on a lot of data and they have a first party, they have a PII or whatever, and anonymized data as well. It's quite very well linked to the CDPs, right? And a lot of CDPs are bringing in a lot more intelligence as to how has been the engagement with that data and it comes back into the system for them to really understand whether should I be engaging more with it or maybe a little lesser with it. So I think there have been lots of technologies which have really come and it's playing a very, very vital in a critical role. We've heard about the DMPs and giving you a lot more top-of-the-funnel insights on the anonymized stuff, but a CDP actually captures both. So that's something which has been one of the off late, I mean, latest, maybe a year, year and a half back where most of these guys have been really getting into, but wherever there's a scale, wherever there's a huge data that's, I mean, probably most of the Amazons and Swiggies and Zematos will have their own CDPs. But not too many marketers have gotten to it, but obviously we recommend this to the marketers who actually have a scale of data. Perfect. I think it'll probably your point of view. I think each region has their own set of data regulations, whether it's GDPR, CCP. So yes, so the industry is actually, I mean the industry body, they are creating a framework on focusing more on addressability as well as data privacy laws and regulations. So from an advertiser perspective, yes, they need to understand what they are holding because that's an asset for them and how they can actually use those assets or how they are holding from the business perspective. And obviously there are solutions like data clean room, there are solutions like CDP, but why the CDP and data clean room solution is very, very imperative for the brand? Are they holding the first party data? Likewise, the zero party data, what we call about it, and how we can enrich through different modules within the programmatic space. Likewise, if you can use it for any contextual targeting, if I create any identity solution with any of the platform, and more importantly, how the data can be entered through other services like ADH, where you are aggregating all the data into different levels and getting that learnings and reusing those learning across different campaigns. So it's more of like creating that solution under one hood with the programmatic channel. And yes, also I want to talk about IAB because they are again creating an industry framework, especially from the supply or publisher side of business, yes, having ads.txt, having seller.json from an ad fraud prevention matrices, which eventually help all the partners when it comes to the DSP, SSP, or from an advertiser to stick together and understand if you can have that one channel where we can actually control and audit what we are actually buying from one DSP. So it's more of like engaging and creating a standardization process across industry to have that development. And also as Densu, we have created our own propriety tools in sync with our global clean supply initiative, especially on the transparency, where model, if any of the advertisers they choose to run, so they can have that visibility, how much transparent they are getting into the supply of what they are buying and how they are doing from a brand safety measurement. Excellent, I think great stuff. Thanks for sharing this, Salil. Anil, a very probably a sharper question for you, right? In this new age, privacy, safe environment, what are the different business models which are emerging these days, right? Do you want to throw some light? I'll take a little different approach here. So when you say new business model, let's understand. So we have been seeing slides, presentations, where you see customer at the center, right? The new business model as I foresee, on this page is you should have consumer and consumer privacy at the center. And when you start building everything, the stack, the tools, technologies across, you get a new business model, right? You start with privacy-focused technologies, tools, right? You start testing future-focused, which is privacy-safe solutions, right? Like AI-based solutions, second-party data, contextual data, right? You don't necessarily have to start with first-party. First-party is something that you can start your journey on if you have not been doing that, right? But there are enough and more solutions, browser solutions, for example, interest-based browsing solutions are available, right? You have Chrome topics, you have Chrome Fledge, you have Microsoft Parakeet, right? You have conversion attribution solutions now. You have WebKit click attribution, right? You have Chrome attribution reporting API, right? You have even reward-based browser solutions. You must have all heard about Brave, right? What does it do? You are paid. You are paid what they call a basic attention token, right? Of seeing, when you watch an ad, they pay you a token of that, right? So I think there are enough and more privacy-focused technologies, tools. I think those are the things that the new business model should start focusing on. But I'd just like to stress here, again, taking a different approach. When a new child comes to your, is about to come to your house, right? Or home, what do you do? You start setting your house in order. From my interaction so far, I'm seeing a mad rush of collecting first-party data. I would say, please start looking inwards. Please start assessing your situation, your data situation, where you are. If you have to go from place A to B, you need to know where you are currently, right? That is something that I see missing in the industry. Frantically, everybody is rushing to collect first-party data. You need to have, you need to see. So for example, a lot of clients I've met, they say, I've got millions of data. Do you know how, what portion of the data is actually consented to? When you do a consent audit, you'll realize 50% of the data to go out. Interesting. So I think there are a lot of things that you need to build or to look inwards before you start approaching with these new tool syntax. So are we recommending to marketers that they should do their data audit first? Kind of a thing? It's not only data audit. Neutral, very honest audit of the entire organization, where they stand in terms of customer privacy, consumer privacy. Data audit is just a portion. Your digital maturity, right? Data, where is the data lying? What is the kind of data? What is the data sanity? Right, all these things. And you need to know this. You need to put in a stack before you start collecting first-party data, right? Where will you put them? You start collecting your first-party data. You don't have a place. Yeah, right, interesting. Right, yeah. I mean, just to add on, I mean, we are the first agency who launched Brave in India on doing top code-based targeting for one of our advertisers. But having said that, yes, precisely what Anil mentioned, collecting, because we have seen some advertisers in our ecosystem, which they have collected enormous data, but the biggest challenge is like how to activate, because they are already paying, I would say, a rent, where they are actually storing their data in-house. And that became a challenge for the marketers itself, because you are paying X amount to rest your data, which is like you're killing your marketing budget, right? So you have to understand where exactly and why we are doing this, because it's not necessary you are collecting and you are resting, unless it's not been used for that purpose. But there are DSPs where we can actually rest those data and can create a value, how efficiently we can bring and use that medium, use that budget within the overall digital ecosystem. Awesome, I think of this. I think we've got 10 minutes left, right? So probably try to converge the discussion. Can we go around the table and share maybe one or two areas that marketers should watch out for, or maybe like the pain points, when they are trying to accelerate growth on programmatic, let's say. Mitesh, do you wanna give it a stab? I think, see, for me, if there is one word where marketers should converge on its ROI and everything that relates to ROI, which means that, they were talks about how ad fraud proof is the programmatic campaign, which websites or which sites or properties is the inventory delivered on and essentially how do you measure the return on investment, whether it is a click or what attribution you give or whether it's conversions. I think everything boils down to just one word is effective ROI and all the things that you do, which encircle getting the best ROI from the campaign. So just focus sharply on the ROI. Of course, there are various parameters that go into delivering that ROI, ad fraud, attributions, et cetera, great creatives, targeting even again, how narrow, how broad, et cetera. All these are parameters that feed into just one word, which is ROI. So identify those parameters and the various parameters can work differently for different brands, right? For some creatives could be a very critical element for some attribution could be very critical element. So index those and then identify what it does to your ROI. Fantastic. Before we define anything from a KPI perspective, it's more of like understanding how the medium can actually create value across mediums. It's not about you're buying video, I mean audio, it's not about you're buying video, even mobile, native, even CTV or digital art form. It's more of like what is exactly from advertiser from a marketing perspective so that they can invest each venue on the channels because why I'm saying it's evident and when you talk to any advertiser, the biggest challenge like what type of buy should I really buy? Is it a PG, is it a PMP or I mean if I go open exchange then it comes to the remnant and the lower CPM. So ROI matrices are there because by default it has to be there. Reason being because it's a medium which needs to be chosen and before choosing understand and it also happened like I think it's more of like I add pipe connect. Reason being when I say I add pipe, it's all about the publisher connecting through the supply and through the programmatic DSP channel because it also happened there is an advertiser who want to buy X publisher but all through programmatic channel but the publisher is not allowing the inventory to buy that medium, right? So it's neat that connect need to be there then definitely and I believe this is the only channel where you can actually deliver any set of KPI based on your marketing needs. Perfect, Anil. So there are a lot of things again, I'll just like to quote for you, like you need to have your safeguards in place, right? Safety, brand safety and I know that adoption is not yet up there, right? And even if there are clients who are using these solutions, they're not looking at the reports. Maybe reports at the end of a month, they're not taking action. I mean, I'll not deliberate too much into it. The second, taking a leaf from what Salil said, right? Knowing what programmatic can do for you, knowing as now everybody explained, right? The benefits, what kind of advantages a programmatic can bring to you. I'm sorry to say, but India is still a very heavy PG market. Yeah, agree. What I want to say, if you want to truly extract the benefit, true benefits of programmatic, please start shifting to PMPs. That is how you'll actually see the actual benefits accruing to you, right? There's so much control, there's so much targeting, the level of filters that you can apply. Plain vanilla PG should be a thing of the past, right? It's nothing but a replication of direct buys. There's no mind and brain going into it. So I think there are a lot more, but I think having brand safety in place and shifting money is knowing. So once you know what programmatic can do for you, is still not using it in the right way. I feel there's a change that should come about there. 100%. Vishal, please. This is the disadvantage of taking the last round and I'm going to echo all of them, but a couple of points and some sharp points I'll make, is one of the biggest pain point is, marketeers need to have a right objective of what they want to achieve out of programmatic. Plus I want to run a region frequency, but it can't happen. Yeah, agree. You've got to really have a sharper objective and a sharper way of setting up that programmatic campaign to get your right objectives. Point number one, pain point. You said, what are the new, what is it? There was one more question, you said there were two questions. New ways to look out. Yeah, what are the pain areas basically or like the trends to watch out? Trends to watch out, I would say, and I'm going to echo what Naval started off, connected TV is going to be massively big. Sure, interesting. In a couple of years, look, what's happening is your television is, GRPs are diminishing. They're going down. There is a less time spent. Time spent is actually moving towards the OTTs and a lot more connected TV. Connected TV, I remember about six months back, I did a session on Pitch Madison where I said that connected TV is going to be the new trend and we were roughly at around 40 million. It's already crossed 55 million, right? And in no time, probably connected TV is going to be much larger than life. In US actually, by the way, I was just talking to Siddharth, in US, the revenues that connected TV makes 100%. Bigger than the whole addicts of India, by the way. Totally. Okay, so I think that's something that need to be what looking out for and the second one I would bet on this programmatic outdoor. That's another space that'll again really come up in a big way. Not sure how quick that scale is going to be filled with the kind of infrastructure that's required in the cities, but that's another area where the monies are going to start diverting. 100% I think and if you learn from the western markets, you're right, I think more than 50% of the budgets have actually moved to CTV, right? Big massive change and you never know, right? Country like India moves in waves, right? You never know when that next wave is coming, right? I think we've got probably three minutes, which means this should be quick and fast now towards the end. So let me put a very simple question to all of you and you've got probably 10 seconds to answer this. It should be more top of the mind for each one of you. What is the one word that you feel defines programmatic? Okay, so you have to pick up just one word to simplify it for everyone. Programmatic stands for dash. Let's go with Vishal this time. Let's give him the first mover's advantage, right? Automation. Yes, automation. Thank you, nice. Efficiency. Efficiency, right? Perfect. Amnit. Sorry? Amnit. Amnit, okay, great. Thanks. ROI for me. ROI for Romites. I think probably I'll take a stab at it. I think decisioning, right? What probably Anil touched upon is one for me. So thank you so much, guys. We're spot on time. Really appreciate your time. Thank you. Questions, anyone, please? Yeah, let E for him decide. Yeah, all happy. I'm just so sorry. I might have to give someone else also a spot. But after you, if you can make it a quick one, we'll go ahead. Please go ahead. It's about the international business. Is there any, for overseas brand, they want to use the problem with advertisement before they launch the product in India? Example, IKA, furniture brand, they have started business. So whether it is any diplomatic restriction to get the problem data, example, any South Asian countries, now they have a stop, the supply chain stop in the US and Europe in market. So they want to target Indian markets, consumer durables in other products. So is there any case study where overseas brands, they want to enter in business? Because nowadays, once they have data, they can find out the national distributors and a much larger level import they can do. So I want to know about it. Thank you. Nothing comes on top of my mind. For anyone, do you guys have any inputs? I can't really. I did not understand the question of a player wants to enter India? American brands. But now they have the supply chain broken over there. So in new innovation, they want to enter Indian markets. So they have a... And they want to target whom? Yeah. Consumer durables in a business and homes. So in India or outside India? They want to look for Indian market. They have success story in their own country. And many new innovation products they were, they earlier they launched for the European markets. Now European earlier they launched in their European market and then they target Indian markets. Definitely there are solutions. You can target, I think you can target anywhere today, right? You can target consumers in any market with the help of a lot of not only programmatic but there are the channels. Is there in Chinese company like Alibaba any company? Is there any diplomatic restriction to share the data to their country? Because whatever data you got, it is... Okay, just to cut it on that. Again, why are networking only, please? Let's go ahead. I'm so sorry, I'm usually used to it. Yeah, that's fine. Apologies. Good job, Bhavna. My name is Apurv. I represent Griddy Game Media as a programmatic media manager. So we were talking about cookies actually over here and the main, I would say the jargons would be CDP, DMPs like that. So specifically the third party aggregators. So what would be their current stance? Okay, if the cookies are gone, that is one. And the second question would be the extension of that. Because I recently came to know like, SportsKira has been collaborating with Perumative for the first party data aggregation and it comes with a cost. So how would tier two, tier three publishers can actually afford that? I mean, what would be their strategy to make their first party data collectively available for the buyers so they can get the right, you know, our way for that? Ooh, it's getting into strategy now. Okay, let's take a quick one. Yeah, quick one. So it's from the publisher point of view, right? That agency you love to choose, huh? See, there is, just as we were talking about advertisers and agency perspective, right? There's a whole, see, this is going to impact the entire ecosystem as you know, right? Publishers that have their own challenges to meet. When you talk about how to create, you already are having a lot of visits happening, right? Even there, people are talking about giving some value in exchange to your users who will leave some aspects of their, some of their data to you, which you can use. There are publishers who are signing up on the Identity Solution Initiative. For example, UID 2.0, it is right. So a lot of things that a publisher can do, they need to, in order to get their inventory monetized or audiences monetized, you need to start knowing your customers also just as we were talking about marketers. You need to look at your content. You need to engage them. You need to give some value so that they pass on some information of theirs to you. Then you'll start segregating, building into audiences of a different nature of different code, which you can start selling it to advertisers, right? The scale and challenges, all those will be there with everybody, but I think we need to start working on that front. Well, thank you so much. Okay, just one question, but only if you keep it in 10 words, the question, not the answer, just 10 words. Let me see the effectiveness of that. I don't think I'll be able to do that. But quick, concise. Good evening. I'm Benai for Billimoria. I'm with Jagwell and Rover. My question is regarding your second party data and third party data, which you spoke about, Anil. Thank you very much. That is something that we've been trying to do in a big way at our organization. And I wanted to know what's the best way to go about doing it? Because initially, through legacy marketing, you'd probably look at market research for qualitative data like this, but to do programmatic in a way where we can find out more details about the interests, the hobbies, the kind of websites that our TG would be targeting. And browsing and OTT platforms, et cetera. How do we go about doing this and which would be the best route to take without really using or diverging our first party? Identifying second party data partners. Yes. So I think the best way to do is to first understand your own TG, right? Where, what kind of sites do they visit? What kind of, see, second party data is nothing but somebody else's first party data, right? So you should have at least that visibility. If it's, say, a parenting site, for example, is your TG, then zero in what are the top parenting sites? Talk to them. Talk to them about what kind of visits, unique users, they would be having their own categories, their own segments and cohorts, right? If you find them relevant and do a handshake, ask them, do they have a solution in place or a tech in place where they can push those segments to your programmatic DSPs, right? That is the way to go. You need to look at, because, see, second party data is identifying those publishers, identifying and brings into a lot of transparency. You know where these audiences are coming from, unlike a third party data segment, right? So I think that's the way to go. Vishal? If I may add to that question, to that answer, what he just said, when you get your whatever data, your second party data from your publishers on the camp, whatever that you buy, you got to really try and enrich it or rather identify the attributes of the data, understand what's been the behavior of this consumer, what are the kind of content that he's consuming. And then next time when you do your campaign, overlay a layer of content on top of it and probably you'll see a better output or outcome. Great, thank you.