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With the decision
media and still using direct IOs,

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there are still some very,
very well known clients

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who will opt for direct IOs
as well as programmatic

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and use them as a combination.

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I think the key thing for some clients
is it's a knowledge gap, right?

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I know if I buy a direct IO,
they are guaranteeing the inventory.

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With programmatic, obviously there's
a lot more scope to not just guarantee

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that inventory, but trade on it, ensure
you get the best performance.

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Our job obviously, as programmatic specialists,
is then to educate them around

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how we can still do that from
like a programmatic guarantee perspective.

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We need to look at
how we're working together.

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And not just separate
by brand performance.

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Because consumers don't interact this way.

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They don't interact in a perfect funnel.

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So we're trying
to push people into a funnel

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and trying to say that they fit in a bucket,

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whereas we need to look at a sort of heat map

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in terms of being those advisors
when they need them.

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And I think that's where we've worked
with The Trade Desk previously

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on omnichannel campaigns and our
unified approach has worked extremely well.