 Well, thank you so much for the warm welcome introduction. There's an amazing panel here and this amazing event by Change for Media. I would just like to start with something, so programmatic summit. It's still evolving in India. How much would you agree with this in India, specifically? Have we started adopting it more mainstream as a part of media buying process yet? Or it's still kind of in process there? Well, 14 years ago, when it's actually 17 years ago, I should say, keep forgetting these numbers. I shouldn't be. 17 years ago when I started my digital media journey, to be honest, it was bought. Still in some shape or form, still been bought and sold like on an IO police. Like, I want to buy a space on some website, newspaper, TV ads and so on. Fast forward many years of programmatic to the place where automation of buying and selling of ads. Now, is it really ads that we are buying in programmatic? Because please, is it? I would say more sort of an audience that we are buying. We're looking for the audiences which are more relevant to the buyers in a real time. So not really buying blanket audiences or the media. Of course, they are available. These audiences are available in media. Previously marketers, and just because of that, the whole idea behind having this programmatic is to collect data. Marketers previously did not have had enough data to plan and work on the campaigns and the forecasting that they wanted to work. Marketers didn't have access to the data they planned, forecast and place media effectively. It has now transitioned, so because of programmatic, it has now transitioned into how this media can be bought more effectively. And that's the topic of Omni-Channel. So how we can leverage programmatic in a new Omni-Channel digital system. Sorry, a bit of initial monologue. I want to set some context before we move further into this. I want to give an opportunity to each of the panelists to go ahead and kind of just share your sense on this. Maybe in the last time. Sure. I think, so we're talking about a few buzzwords here, right? We're talking about programmatic, we're talking about Omni-Channel. So what do these mean effectively and what is changing? And what has changed already and what is changing in the times to come? I think programmatic today, so to me, programmatic is all about the ability that a marketer has today to reach out to its consumers, to reach out to the consumers of the brand in a more targeted, relevant and effective manner. There is more data that is available today than it ever was, both from when it is available and what it's available on. So from the times of TV and print, where data will become available only in, say, a month plus or two months post a campaign was launched. Today, a marketer knows in a week how the campaign is performing on a certain platform. That's an opportunity. That's a complexity, but it's a huge opportunity because you know which asset is performing and you have an opportunity to optimize it further, change the content, target in a different way. So that's a huge opportunity to be latched on and the way to latch on to that opportunity is to be really on the toes, analyze the data and keep figuring out what is working better. That is what leads to more effective campaigns because you have the ability to analyze that data so much better. The second idea is that you have the ability to really identify the audience more sharply. So all the different brand funnels that we talk about in terms of the conversions from awareness to trial can be so much more effective just because you're reaching out to a more relevant audience who could be genuinely interested in your brand, in the category, in the need that you are talking about. So you are relevant versus a more demographic audience which was bombarded with a certain TV advertising no matter whether they were interested in that category. So whether somebody's buying a home or not, everybody's bombarded with a home loan ad. So those are not the days today. Today it is more relevant and hence the audience is more interested and so it leads to a better conversion. The third area that we're talking about today is Omni-Channel. So what is Omni-Channel really? Is it about making sure that because my competition brand is also talking on 10 platforms and me also we have a label on 10 platforms, I think it is about identifying what is the journey of your consumer. So what is the day of your consumer like? What do they do in their day? Which platforms are they interacting with? And among those platforms which ones are relevant to your brand, your category? And then we present on them. That's what Omni-Channel presence is all about. So I think maybe in an over-synclistic way but this is how I see problematic and Omni-Channel coming together. Amazing. Thank you so much. So adding to the two's point, I mean problematic Omni-Channel that's all well understood by everyone in this room. Point from this morning's keynote session was about advanced Omni-Channel and advanced Omni-Channel of course is talking about platforms like CTV, Programmatic Digital, who are more addressable. Run traditional you can say like in terms of digital. So those are new aspects that are prepping into your Omni-Channel strategies and they will maybe in the future shape up to a bigger scheme of things in the ecosystem, right? But when you talk about Omni-Channel that's no longer just a mobile desktop it's also your problematic of the phone, CTV, Wearables and other devices that are now part of the ecosystem and it easily accessible to them. Programmatic advertising, so that's one way of seeing it as well. So I think I would go with that one that I agree with Ritu and it's all about a set of one. So we used to create these user sets and cohorts but I think it's a set of one. Every user is unique. Every user you're talking to needs to be addressed in a very different manner and for that matter programmatic is what helps you in doing that. I would also say to, so we work a lot with influencers, so influencers getting the content generated and then working towards delivering it using the channels of programmatic advertising is something that would make it more relevant and that's what we do for our own brand and also for the brands that we work with because we are on both the sides. How the things are shaping up, I think just listening to the last session as well I would really say there are new opportunities that are coming up with the advent of APIs and what all we can do with APIs and cookies are going but APIs are there, there are UIDs that are there, so unique identifiers there. There's a lot of things that are there already in programmatic to actually help us as brands and as clients to navigate our way and reach the consumer and talk to them. I think that's okay. A few things I would like to bring to the attention of the audience and then we're gonna use passwords but defining some of the categories that are underlying the changes that have been happening that are going to accelerate in the near future. What is trust? We are establishing a mechanism of connection between brand, brand messages and audience. In that connection, what is the vehicle that we can trust to is transparency. We are in an era of scooting going forward. We are in an era of expecting the behavior, I think, transparency. I think we heard in the previous panel talked about that, what users are willing or not willing to give information about. Some are totally okay with because they're ingrained in the behavior, the way we share our data for convenience and for usage to Google to demand. First, what's happening on the rest of the open web? So trust becomes very important. The third element is audience. Okay, audience and users. The thing is, today we are multiple audiences at the same time, at any given time of the day and night. We mentioned and we have support the fact that the demographic targeting and the graphic approach to, I would like to find that in the next 10 minutes, mama interested in that specific pharmaceutical product that we need to buy right now doesn't really exist or it's kind of a little bit of like, yes, you can do hyper-targeting. The question becomes, who we are in that environment of trust at any given time? Because we are reading articles, we are browsing the web, we are on Facebook, we are on other social networks and all of us are different facets of our personality over the course of the day. So we are more or less of a buyer, more or less propensity to learn, more or less propensity to just entertain ourselves, more or less sometimes. So how, when are we? And in that environment, then comes programmatic, in other ways, the programmatic being the topic today, where all these elements have to come together. So trust, transparency, and then characterization of audiences which is more granular, more fluid. I think that you mentioned before that you know, within a few days, you're able to understand the performance of a campaign. Because we are able to measure, in some channels transparently, and be the trust where we are able to see the dynamism of the audiences that engage with different creatives or different messages from the advertisers. And programmatic is the environment, right? It's properly used and properly addressed that creates those elements that are played for the brand to be able to engage with the audiences and discover new audiences. Thank you so much, Daniel and Lassie, for giving your thoughts on programmatic and using OmniChannel. So I just also want to add upon a couple of things which is also a myth, right? It's not really a myth, but like really truly it's been, or had been used in the past, which is multi-channel approach while every brand and advertiser has been using multiple channels to reach their audiences or their users. But they have been pretty much in silos. Like the whole idea of having, reaching out to users by, but measuring them holistically, like if Pranjit or Ritu is that person available across all these channels, am I going to reach? OmniChannel is the way to go, where you will be able to identify how a user is present and tell the story which Ritu mentioned across the day, follow that user journey as a brand and a brand marketer, to follow that user across journey either onto the airport where DOH ad is shown in the taxi on your phone, while listening to your music or reading a news article and finding something very relevant, what you have browse through contextual and so on and so forth. If there is more specific bottom of the funnel, following that journey to reach to the audience towards conversion and so on, which brings me to a set of questions that we have and a lot of, I think, audiences we have as well. At the time of immense digital transformation that we talk about, where minimizing wastage is imperative, how can you future-proof your OmniChannel campaign and make it truly unmissable? Omni, Ritu, you can. Sure. I think, so the first thing is that OmniChannel doesn't necessarily mean I have to do a tick map on every channel that exists. When we start thinking with channels, we will not go right. When we start thinking with the brand and the consumer, it's when we will be able to identify the right channel. So what is the brand strategy objective and who is my consumer, what are they watching, what are their experiences and that leading to the identification of which channels are right. What is a part of the consumer's journey while experiencing the category in the brand? That should lead to the identification of the channels and with a lot of clarity on which channels are meant for upper funnel or driving really the reach, awareness and consideration for the brand and which channels are playing the role of, say impact for an early launch of a campaign, which channels are doing the job of a closure and the lower funneling terms of a sales or a lead generation, depending on what the brand's objective are. In addition to that, when we look at it from the content side, it becomes very important that the content is designed for the channel versus the approach of I have this particular visual, let me just copy paste it everywhere and just adapt the size and put it up all across because when we take that approach, we are not leveraging the channel to its best ability. Put together with the right channel selection will lead to the first set of efficient plan. Then I think as we launch a plan and keep analyzing it, so I may launch 10 pieces of creative on a particular channel and then over the next 15 days, I identify which pieces are working better, which ones are not and I can pull out the ones which are effective and we find the ones which are working more effectively and that can really improve the ROIs further on the campaign. So that there is a journey with the right content. I don't know if it answers the question. Absolutely. I think a very, very important point that you mentioned about using how smartly that you identify which channel are used for it. We have seen a lot being practiced in the past where in the adoption of the creative to use for one platform and then either with the time limitations or whatever would be said, if it's properly identified and used, it would lead to better usage of this only channel that we talk about. Maybe or then you can add. Some more context to a creative deal like what you said, your messaging is important. What I've noticed with clients is they're not scared of adopting a new technology or putting into place any of the technology you talk about, right? It's the fear of getting the creators. They come like one hour before the campaign or it's mostly like what you said, any panel just put it up there, right? It doesn't work that way and when they say, oh, this doesn't work for me, maybe it's the creative and not so much the platform. So only channel is not just your marketing channels, your devices, right? It's beyond that. It's also seamless messaging. It's also how you put that creative on any of the platforms you select. I would like to request clients and agencies where you're to not fear getting creators or getting them laid as, you know, a tax for that media. And I'm sure if that is done, your only time of the campaign results will come out in the true sense and not just like a filler of sorts. Sir, thank you. Sir, let's say it is also the landing link that is very important. You know, you've done all the communications, right? But at the end of the day, where the consumer is landing and you've used a lot of communications and if the landing page doesn't talk about it, somewhere you just lose the connect. So that becomes very important. You're doing customization as I totally agree with Ritu. You're doing customization at your content level, creating multiple campaigns and trying to understand. I would say just go a step ahead and actually take it to your landing page as well and create multiple of those so that you know the journey completes. You know, you were talking about apples in your ad and suddenly the person lands and sees man goes. So yeah, somewhere bad breakage. So a lot of times we've seen clients do this mistake. So, you know, they're just optimizing and just add copies. And I always go back and look, your homepage does not talk about what you're talking in your copies and you are expecting a conclusion. You are complaining about the bounce threads. Why will the customer not bounce? You talk to him, you made him so many commitments but when he landed, those things were just not there. So get him those things. Even if it is that one thing you're talking about, take it on your landing page, create those customization because that will give you conversion. So we work on last mile conversion so that is very important. For Jesus, very important. This is getting the chance. And then, would you like to add anything? The programmatic and the open channel provides the environment where you can do all sorts of optimizations on your cost, on your scale, on your marketing funnel. No question about it. We'll talk about the creative, creative that are taught to by humans or humans in AI. You put up this video creative, you put them across the OTT and social media and then web properties and so forth and you see how they operate. So in other words, you have a test environment, you have your assumption, you have your brand attributes, you convert them into video messages or display or other sorts of media messages then they are in those environments. Programmatic enables you in a way to test and scale with immediate results, with measurable results. Okay, it converts on that OTT both from a KPI perspective, so cost efficient, so forth, as well as engagement with the audience. It converts more on that channel versus the other one. So you have this constant environment of learning, efficiency gains from a cost perspective, efficiency gains from engaging the audience. I had, and I mentioned before, is that the discovery component now, it's a little bit counterintuitive. We are operating on massive scale. Our companies, like other companies in India, are operating on massive scales. We're talking about billions of transactions a minute. We are talking about engagement hundreds of millions of users a day. That, again, as I mentioned before, we are different people at different moment. So it's not humanly possible, that's why the AI is going super fast, to be able to understand, so we need to basically, the AI, we need to enable the AI, in this case, powered by a programmatic, to be able to give us some super quick learning and then distill all works, in terms of efficiency cost, in terms of engagement of my friend attributes from a video to display into an environment. So in that sense, I challenge a bit. We are beyond the channel. We are brands engaging with audiences, which are dynamic in an environment. The environment is mobile, web, OTT, different type of sites, social media, both both garden, if I think about Shercha to Josh and so on and so forth, or OTT environment that we consume, and again, we are different. So in that sense, programmatic animal in each other, it's the path that takes us forward beyond thinking as compartmentalizing channels. I'm gonna do this here and this here. Of course, we are humans, we need to figure out, okay, I need to break down my budget and I need to go here and here and here. This is a must buy, this is a must buy, that's a must buy, this is my environment for tests. If I take it backwards in programmatic and on each other, I'm actually can think as a brand too, I have my brand attributes, I have my objectives, I need to do my sales, I need to work on my consideration, I need to bring a new product in the market, and then I have my assets, creative assets, and my messages, I'll put them out there. And the system with both AI and humans are going to optimize and give me quick learnings, and of course results across the different API. Just to sum it up, thank you, Dan, just to sum it up, your version proved your only channel campaign to make it truly unmeasurable by identifying the right channel, the creator, and the media through which you wanna reach out to your consumers. Which leads me to the second question is, how can programmatic support media communications, because we talk about creative, to engage consumers, accelerate growth, and drive sustainability, thank you again. I think I touched upon this a little bit earlier. So, what I was talking about earlier is about how do you reach out to consumers in a more effective way. I think that this question sort of also adds an aspect of sustainability to it. So, interestingly and by everything of sustainability into two areas, which when I joined it was very interesting to me and new to me. So, one is sustainability from the aspect of reaching out to consumers who are underserved. So, that's one aspect of sustainability. We very often think about sustainability only in the context of environment when it was. So, that's the other aspect of sustainability, but it was very interesting to me when I joined and I learned that's the two aspects of sustainability. One is, yes, how do you be more gentle to Mother Earth? And the other being, how do you reach out? So, as a company which is about health and hunger, so we have a vision of hunger for land and health for all, when sustainability has a pillar on also reaching out to underserved consumers. So, recently an example of this aspect of sustainability actually programmatic can work very efficiently. So, we recently created a campaign which has been tested only in one city of UP, so, you know, Aligarh only. The whole objective here was to reach out to consumers who are really underserved and have very limited information with respect to healthcare. Now, pain or headache is one big category playing with serotonin. So, we started the journey with that and we created this mobile-based sort of interface which is as simple as making, given the missed call and it's being called back, but it's all based on, it works using the voice space solutions from Google. And the way we tried to reach out to these consumers was leveraging a lot of data from, you know, the targeting was done using the cost of their smartphones, what sort of apps were they interacting with. So, how do you fine-tune and actually reach out to an underserved consumer? How do you identify an underserved consumer? Reach out to them. Creating an AI-based solution. So, the solution will keep learning. It even assesses, so the interaction is not in, you know, dial-one, dial-two. It takes in the voice input of the person dialing in and can even assess over a period of time whether the voice is stressed or it's sounding in pain and start recommending solutions based on that to the person. It even offers solutions with respect to, so we created certain modules around so you can hear a joke, you can hear a solution to a financial problem. And what data today helps us do is that on a weekly basis we are able to see, okay, how many people are calling in? Which piece of content are they liking more? What are they picking? And hence, going forward, you can create more content like that instead of, or optimize what you're not. So, in the first one we identified that there were a huge number of people who were calling in while dropping out in the first 10 to 15 seconds. The moment we told them that if you want to continue further you have to say, yes, because Bayer wants to use this information to target you later. And everybody said, okay, Tata, bye-bye. You know, we don't want to go further because we don't want to be bugged. So, we identified that and we took a call immediately. We said, okay, what is more important? Is it important for us to collect this data and use it for remarketing to them later? Or is it more important for us to build this platform? Trust, if they don't want to say yes, let us just go forward with this. Let them go further, engage with us and that's more important for us. So, we changed it in the first one week and we said, okay, let's just go ahead without asking them, forcing them to say yes and then move forward. If they say yes, it's okay. If they say no, that's also okay to engage at this point of time. And the response immediately changed. So, you know, multiple things that play here that in one week you were able to get that data, change the content, plug it back in, go back to the consumers again, identify which piece of content is working, which piece is not working, optimize them further. So, that's really the power. And another interesting aspect to me here was very often there's a bias that, you know, programmatic, digital, it's all about this premium end of consumer segment. This is a program which reaches out to the, to like a tier three town and a much lower socioeconomic strata. So, digital today is not limited to that because the moment you think mobile, in a market like India where data is almost free today, you can reach out to pretty much everybody using programmatic. And that's the aspect, I think, of sustainability that programmatic can bring in. For a very, very long time, it has been very costly to reach that end of the consumer in India. It's very expensive, both from a media and from a distribution standpoint. I think what programmatic can really open up and enable is reaching out more effectively even to this set of ordinance. And open up the next, probably the next million or the next billion consumers in India. Absolutely, you couldn't agree more. And thank you for sharing this amazing example which absolutely makes sense for programmatic as well because programmatic is all connection of all this data feeds in. Now it's more AI powered, which self-learning itself and then to usage of this in your omni-channel way. So, which channel is providing you the best? So, usage of this data collection of these data centrally across various other platforms. Now when we talk also about data, there is something that comes to a lot of brand marketers or clients' mind is attribution. Like, how do you then attribute it? If this data earlier spoke about and you talked about users, if they are segregated in different channels and you are able to unify them, where do they belong, then attribution becomes a big problem. Then you figure out like post-view or post-click data and bottom of the funnel and so on. With omni-channel, you would be able to resolve that problem where my users are coming from and where do they, which channel brings more efficiency in terms of attribution? Either from your awareness campaign top of the funnel or consideration and if you want to bring this further down into your conversion matrix as well. Have you, from a channel perspective, then you can add, from a channel native perspective, is there anything that you wanna add on in terms of attribution? There is an operational side and the technological and the technique, we have a pixel that enables to understand the funnel. You're all familiar with that. I mean, being operating in this environment, programmatic testing and scale is enabling you to understand the use of journey in a very, I go back to the topic of transparent way and attribute that and that's an operational component of measuring the effectiveness, the point I was making before of that specific channel when you decide either an experimentation mode that you put through the programmatic platform and you're in the channel strategy money into that specific vehicle in the option that you have in programmatic, you measure it and then you're out with it and it's cost effective or not, good. And I got this type of audiences to engage with my brand at this level of the KPI, I got them for consideration, I got them for conversion, I got them on to sales. It's one aspect. The other aspect goes back to the other side which is what you mentioned by the way and a fantastic example where you wanna proceed here, give me the consent so brand buyer can access and use your data for remarketing and you made a decision with the rest of your team to say, you know what's more important? It's the engagement of my brand and my message and our attributes with the audience that I'm actually discovering. You said, right, we saw that we couldn't do this a couple of years ago, now we can do it. For programmatic, through programmatic because of mobile access and access to people. So that brings the other piece, the attribution and the transparency back to the user. In our environment, we operate in the open web so we are present into pretty much every website that you can name in India on the premium, across the premium inventory, across news and other typology. We provide the back to the user the transparency of being able to decide with which type of brand message in the form of video and other display and motion ads and understand to engage with. So you have both hands right from an operational perspective, we use the technology, pixel and so forth to be able to understand the attribution model and connect to programmatic. You can connect that plus with the efficiency of the other channels you are using or TTFs. But there is this other element which I think is going to press on, I think it's going to grow a lot more as more and more consumer conscious will make decisions yes or no to engage with the brands. The programmatic provides that transparency and I wouldn't call it attribution. We use this word to measure the effectiveness of what we do. But there is a measurement that it's individual in how the users understand and make decision consciously on engaging with a specific brand to the job. And this is, it's going to be more and more and more powerful. Absolutely, the super important. Ankita or Nandant, do you want to add anything? So I think with programmatic example that I would have is that we created this whole set of new products, D2C brands. And we try to experiment and we try to do it in a TFO kind of a market on mobile. And what we found was that we were also serving the Amazon and Flipkarts and those standard companies, actuals and papers and P.U., all of them. But surprisingly, the TFO market was more receptive to the newer products. Products from Arata, products from MAMA, products from, and we could, so our major product was going into the main lines of Amazon and Flipkart, but we actually changed it out of era. So instead of promoting the Sanyadeva product, we shifted it to these new experimental brands, which we all, we had this bias that, you know, this is not going to work in TFO. This is only going to work in Mumbai, Delhi, or T.O.Vano, Metro's. So this perception and we made an immediate shift and they were open to experimentation and only because of the power of programmatic, we could understand and break our biases, break the bits that we had. And actually understand that, you know, even a person sitting in a Muzaffarnagar or a very small city like Bharat is okay to buy a product which is Arata and which you and me would, okay, would know that it's organic and it is homemade and things like that, but they were ready to do that. So that was an eye-opening for us. Thanks to programmatic. So I'm going to sort of speak about consumer engagement, which was a previous quest and also about attribution because they sort of go hand in hand because I represent, you know, a device or a medium that's more to do with the masses than to do with a single inhibition, but when you look at it in the holistic picture, you can reach out to inhibitions as well, right? So talking from the consumer engagement perspective, you know, not many people see programmatic digital out of home as something that will let us, you know, say how many of us here in this room have actually engaged with a digital middle board, but in today's day and age there are so many ways to do it, especially the simplest way including a QR code. We've gone a step further with a brand, an OTT brand, I don't want to name it, but they've gone ahead and they've done social to digital. Sounds crazy, sounds out of the box, but it's been done where in a brand, you know, sort of published their tweets in real time on digital middle boards and got the traction, the much needed attention, right? So consumer engagement doesn't essentially mean from a single device, it could be cross-device, cross-channel use, right? And when it comes to attribution, of course, there are different ways to measure the success of your campaign, when it comes to digital out of home, it could be something in terms of, you know, there's a sales outlet that has happened, if there's purchase that has happened, right? And we normally track this back, we're heavily relying, of course, on the client data because they do the study, they do the basic research and it's done in silos at the beginning, like a lipstick, okay, we did PDOH and this is the uplift we got, but eventually they also measured it against other mediums and more often than not, when you use programmatic PDOH, it serves as a complementary medium to your other channels as well, right? And we've seen uplift in awareness, we've seen purchase intent up near, so we've seen this across various brands. Yes, the attribution is a little rudimentary as compared to other digital channels, but soon we'll also be having a seat on the dinner table, you know, right now we're just, they're watching all of the mediums, but we'd like to, I mean, of course, I'd like to say that granular studies are your even in programmatic digital out of home and that's the current attribution model in this, but soon enough, I think we'll be included in all of the attribution models that currently exist in the system. Awesome, just in the interest of time, just kind of summarize a few pointers that we mentioned and leave the audiences with this thought, but only channel usage of programmatic only channel, where you're doing storytelling as Ritu and the rest of the panelists spoke about storytelling that you're getting repeated, knowing the channel where they exist and telling the story that you want across different channels. There is a huge time saving that's happening, that you are in silos not jumping between multiple channels, but you have one system to look for multiple channels and then you utilize and optimize which one where you find your users and basically everything is in your control, which gives amazing time saving. Then you have your media efficiency, the efficiency that you'll get, okay, channel A works for me or it has worked in phase one, probably phase one, two is not for me. So there is a efficiency that you get last but not the least is probably data aggregation. Now, you spend money, dollars in this paid media, how to get this data back to build this, understand the user more, either for a future messaging of the campaigns that you want to do or want to engage even further to enrich the data, the first party data. I mean earlier sessions I've spoken about and now the first word about deprecation of cookie or device ID is going to go, IDF is everything going to deprecate in that environment. How do you build your first party data to future proof yourself in this dynamic ever changing environment? Any last minute thoughts from the panelists? We'd love to hear off. One thing I can say on first party data is that it's a reality which we definitely need to accept that there is a need to build first party data. However, it is very, very important to not rush into it and actually really think deeply and put together the strategy that you have as a company to and as a self-brands or brand towards collecting first party data before we actually jump into it and start collecting some data because that pre-work is going to go a long way in terms of when you actually start using that first party data. Just jumping on to that and let me just start collecting some data and put it somewhere and maybe one day I will use it. You may not, in the end, turn out to be very effective if where you want to use and what do you want to do with that data wasn't thought through before you actually start collecting the data. I couldn't agree more. I mean, I can give you a bit of a joke that data is so massive that nobody can keep up with you, not the leader of the world, the biggest company in the world, yes. At the moment, Facebook, Google and others, us, we don't collect first party data the way we are built. Private, private, private information. We have first party data but not private information. It's actually kind of a myth. We passed that stage. Couple of years ago when things started and the big companies, okay, no, we shut down this, close, close, that, close, this, every big company, oh, I need to have my end. And of course, we have loyalty programs, every big company has their own data, but think about the only game that I'm gonna have a massive five to six billion users or a billion users in India. It's a myth, so I couldn't subscribe to that. So in a way, let it go. We are past that stage of the data is so massive and it's growing so fast that it's more important, as you rightly said, as we rightly said, the experiment. And programmatic is enabling us to actually do this kind of experimentation and then get the results both in terms of efficiency of KPIs as well as the learning of our brand attributes of work in this environment and now interact with all of us. So I mean, Daniel said, let it go, let it go of the data. What more can I add? But like, you know, data is overused, data is, you know, always spoken about and the data that we collect is sort of bombard our consumers with irrelevant ads, messaging, right? Like Ritu said, if you don't have a plan of action, don't just collect data, so you can keep data on consumers. I think brands need to be a little more patient and understand how best to utilize data because that's the kind of audience we are now catering to, right? We don't just want to read our thing, we want a little more personalized messages, a little more relevant, we need a break from the ads. We see if it is relevant, if we have that kind of data, please go ahead and leverage it. But like, I would cite Daniel completely, let go of it, it is not relevant, yeah. Yeah, I think experimentation is the key and if we, be it the small sets or larger sets, I think if we start with the smaller sets and we try to use that small bits and as I always say that I want to focus on that one set, one set is one person. So if you speak to that one person, you build a conversation with that one person and programmatic can help you do that, I think that your job is pretty much done. Awesome, with that, thank you so much for the esteemed panelists and thank you to everyone in the audience for listening to us. Thank you.