 So, I think it was writing on the wall, the way digital jack-o'-not has been going. It had to happen. I think it's happened sooner rather than later. I think driven by the entire pandemic, we got a jump in 2020. That is the time when digital really got a catalytic boom. And after that, it's maintained its 30% plus kind of growth. So I think that's just the way of digital adoption. But I think the way to look at it is analog versus digital. So right now, earlier there was TV, now it's called video. Earlier there was print, now it's called text. Earlier there was radio, now it's called sound. It was called whatever, outdoor or some image. Now the entire thing about image. So the point is that you can actually deliver a lot of the mediums that earlier used to be done both in a linear traditional manner as well as in a digital manner. And digital is obviously catching on the fancy. So I think it's inevitable. It's happening across the world in India too. I made a reference to that. A, we are expecting a largely bullish Indian economy. We are seeing a lot of new advertisers coming into the mix. We are seeing essentially the... So I would say that more and more people are now exploiting new aspects of marketing. For example, the entire social media explosion has been new money because earlier there wasn't any money being spent. E-commerce has been some money which is coming from BTL into the ad-ex. But again, that has been new money from an ad-ex standpoint. So E-commerce has been completely new money. So factors that there are people are finding new ways to use digital to actually grow. And I think the rest of the mediums are also going to grow because each one has a power in it. According to us in the ad-ex in the upcoming years, we are going to grow across both traditional and digital. Digital will fuel the ad growth with 25% growth and overall there will be 16% growth in the entire ad-ex. The sort of factors contributing to this are going to be stuff like, for example, new advertisers coming in. You are going to be having a large amount of the economy actually growing and on the back of that more consumers coming in. And through that, most of them are going back into advertising. I think we have seen a pretty sustained growth over the past 3-4 years, category of medium after medium. And I think that is going to continue because the basic economic conditions are good.