 For me, it was a great journey because I've been we all are trying to figure out and the changing world and how advertising is changing. How the new tools are kind of becoming a part of advertising which were not there before and to understand them to learn them to unlearn a lot of things from the past. I think today's session was a lot of that for me because coming from a traditional advertising background, having spent one and a half years with the new mediums of advertising post media monks. Today having to speak on that on subjects like that, which is very close to me, which is the fact that how do you make storytelling from mass to me? How do we make stories a lot more hyper personal, hyper contextual and to speak on a subject like that was exciting as well as challenging and I hope I did a good job of that. In terms of, see, I'd say that I would not be able to answer the trend because I'm not new following them, but I think what needs how. Using programmatic brands can have a lot more relevant conversation with their audience relevant and contextual because you know the context of the conversation. I think most of the time we have we the conversation is always from the brand. I think what tools like programmatic gathering does is it kind of makes the conversation happening to a person when you know the person's mindset and immediate mindset. So it the constant can become a lot more relevant post this that's number one, which to me is a big plus. Number two, what programmatic advertising can do is in terms of the ROI can be really, really good because every penny that investing in marketing advertising. You know, you have a real time data to kind of give you a clear picture of you can market you can actually have a good market to that's number two, which is great. Thirdly, I would say with tools like AI and with tools like machine learning, using the newest tools, I think creating content also is becoming. At least else when the world is becoming a part of advertising, I think it's high times that becomes a part of India as well as when the world in media monks. We are creating content which are using AI tools and using programmatic because it's a good marriage of the two. And finally actually throwing content to our audiences, which they can relate to connect to and which makes a lot of sense to them to me that third point is a big plus for the tool like programmatic advertising.