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So Identity Alliance is an important part of frequency management

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because it's actually a household and person graph that helps us to identify

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the different devices that belong to the same user.

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So I think on average, all of us have at least two to three devices.

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Without Identity Alliance, it wouldn't have a map, so they all stand

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alone. And if, let's say, I do a frequency cap of three per week,

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that could still let you see the ad for nine times a week.

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But with Identity Alliance, because we map the different devices to

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the same user, let's say we do apply a frequency cap of three per week,

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this three per week is applied to all the different devices that a user

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owns. So instead of targeting the same user again and again, the

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budget is reinvested to reach new users.

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So overall, we can actually reach more unique users.

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That helps us to bring down our cost per reach, increasing our

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overall media efficiency.