 I think the measurement market in and of itself is in a pretty healthy place. I think connected to that, though, what is top of mind for us is the continuing adoption of new and alternative currencies and how that connects back to measurement products. Those products are bringing a lot of value to publishers because they aren't just new ways of measuring and viewing. They're actually ways to improve activation, improve optimization, improve incremental cross-platform incremental reach. It's still some of the same challenges we had in the early days of measurement which is stitching together and connecting the dots between different forms of media. There are certain things about measurement that are core attributes, including things like speed, where I think that from a currency perspective you also need to be focusing on things like precision, not that that's not important in the measurement market, but it is exponentially important in the currency market. And one of the things that's really going to be important going forward is data that is connectable. It's really critical that these products operate in standard data structures, that they work within buy-side and sell-side transactional systems so they can be understood and compared without some kind of standardization and common denomination. These products become very, very difficult to navigate individually. I think that something that people continue to get wrong is the idea that just because a metric is different than the legacy currency doesn't mean it's wrong. There is still too much in the weeds in looking at the measurement of any specific tactic as opposed to how they all work in concert. I think there are a lot of attributes to new currency that are going to make people look at it that are very used to a single metric and they're going to go okay, why is this different? Now that's our job, is to explain to them why it's different. Everyone wants to change and I think it's great that we have change in innovation but we really have to be sure that we can really count every impression and that it actually is an improvement over how we're working today. I think there's a lot of work to do in that space, there's a lot of great results that are coming out of that space and we're looking forward to be able to work with the industry on what are the right two or three vendor partners that we're going to be able to really drive the future of measurement and currency in the marketplace.