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The industry has come a long way compared

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to 10, 15 years ago.

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The Trade Desk, uh,

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and others has helped

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to shift the perceptions within the industry and how brands

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and advertisers, uh, can enhance their marketing efforts

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as utilizing, uh, SPO.

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It is very important, uh, to ensure

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that we're increasing our transparency and optimizing

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accordingly to maximize return on

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investment, uh, for our clients.

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You've got the basics such as excluding an exchange

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that's not working, for example,

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but we encourage our brands.

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How can you get a bit deeper?

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The Trade Desk has been a great partner to work with, uh,

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with regards to enabling, uh, cleaner supply, though

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what is commonly known as the Blue List,

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IPG Media Brands has our own iteration of that, essentially,

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where we enable the control element of it, utilizing quality

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ad refresh rates and different enhancements such

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as viewability to enable vaccine, a supply route.

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It's a win-win for our clients, uh, for advertisers

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and for consumers as well.