 And we are operating in 30 plus countries. So we have seen brands working on CTV in three main factors in across all the regions where we operate in. One is connected TV is growing rapidly in all regions. For example in US market all the brands had their audiences like 70% on linear TV and 30% connected TV. Now the ratio is reversed and so it's all about incremental reach right because consumers are shifting from linear TV to connected TV. And if you are doing only a linear TV campaign then you are missing out on lot of consumers who are on connected TV only. Or who are very light TV viewers and hence they are watching more content on connected TV as well. So incremental reach is one. Second is we have a case study with carrot lane where there was a very emotional message they wanted to say that dedicate your first salary to your mother. And so we created an audience cohort for them who is browsing online jewellery and then we got them to get themselves aware about the brand and its message on connected TV. And then we also got them into the funnel by retargeting them on mobile. So this is something which is possible with connected TV because it has lot of signals. And then from there you can also map it with TV identifiers to the mobiles in the household and you can get them in the mid funnel and lower funnel as well. So it's a full funnel approach which you can have. The third is very very importantly you can have very interactive creatives as well. So from a creative perspective we have a technology where you can have a social creative shown on connected TV with a QR code. Or you can have a dynamic creative where basis time or location or audiences or any macro trend like whether you can have different different kind of creatives shown on connected TV. So creative and customization, personalization is the third main factor how brands are using connected TV and adding to their full funnel effort.