 The ad tech industry has always been changing fast but is encountering massive changes and challenges in 2019. Hi, my name is Joshua and I'm chip strategy officer at BuzzFill and today I'm going to talk about four of the most important topics. One, 5G will accelerate the growth of video ads. The high bandwidth of 5G will enable the ad tech ecosystem to load as faster. Reducing the millisecond delay that usually makes the user move away from the site. By this year, only 4 million users will have 5G. By 2024, the number is projected to grow to 1.4 billion. The forms of advertising is also changing towards video or even a return form. It's important for advertisers to get a better understanding in how to manage the video ad campaigns in a smarter way. And publishers must come up with a strategy to own more video inventories as this will drive most of the growth in the digital ads market in the future. Two, only channel is the way to go. Here at BuzzFill, we can see when a TV commerce company runs a display ad on our lock screen platform and the same product is being sold on television. That is when they make the most sales. A recent Mary Weepers report showed that 88% are on a second digital device, Wide Evolution TV, searching what they are seeing or talking about it to friends. Another report shows that a digital user owns 3.2 connected devices on average. Marketers not only have deal with new forms of ad like the video but they have to be present on phones, computers, TVs, tablets and more. Marketers will have to integrate all of their data to understand what's going on in your time to take necessary actions. Three, users will start to actively manage how and where their data is used. With the passage of GDPR and more privacy nodes in the way, we have to ensure customer data is secure and managed with a full transparency. More and more users will be sensitive to how and where their data is being used in the ad tech industry and start to actively manage it. There will be a lot of businesses offering users a platform that gives them power and need to manage at a place without any hassle. This trend will be mostly driven by users' growing needs of managing their data and privacy nodes and relationships. Publishers and advertisers should take a closer look at the trend. What's possible today might not be possible tomorrow and it will require both parties to adapt to the new reality. Four, we should aim for a better ad experience for users. The ad industry has come a long way and programmatic-based advertisers should invent new. So they were able to over-saturate users' visitor experience with unwanted ads. Which led to increased use of ad welcome. It's time to clean that up. Everyone should know less is more. Fewer ads with better UX will not only perform better, but also will be the only option available for publishers in the future. Due to the development of ad-viewability technology, advertisers will put more weight on viewability metrics of ad placement and eventually opt out the placements with low scores. Advertisers will be able to access more complicated data sets such as how many ads are placed together and how long and how much is actually viewed by users. Of course, users will welcome this change and continue to fight unwanted ads.