 My name is Frank Cavallance. I'm a Senior Vice President of Ad Sales at Warner Media, and I'm here to talk a little bit about the science of story telling. With over a billion people accessing social media on a daily basis, there's a tremendous amount of data for marketers to leverage. Most marketers focus on the delivery and measurement aspects, but there's so many rich opportunities in discovering audiences, their interests, particular tastes and content and themes so you could tailor custom messages to your audience. 20, 30 years ago, marketers were able to reach 20 million people on the same screen at the same time. And today, with many more options, content and platform options, there's a fight for attention now. Part of what we do at Launchpad is through insights and activation is understanding that audience and understanding the different types of attention those audiences are exhibiting across different platforms. So the Launchpad team is embedded within our brand studios, our networks and all our national offices, and we work side by side with the teams creating the content. Things that we look for are audience segments, so we have, let's say, people who are in the market for a car. We then segment them into smaller groups and try to understand their interests, understand the types of content, and the themes that they consistently engage with. We arm our brand studio with that digest of information to ideate around once the content is created, we then develop a distribution strategy, leveraging that same information, and then deliver it to that very same audience. So we've partnered with Orange Theory Fitness for sponsorship around International Women's Day. In addition to designing this content and delivering it precisely to its intended audience, we're going to allow the ability to sign up for a free class inside the social posts of the branded content in that campaign. What we have learned is that the approach translates throughout the entire life cycle of a campaign across all screens. In a couple of years, and even now, you're starting to see marketers use layers of other data, and that's just simply going to enrich the storytelling capabilities and design better content experiences.