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[Applause] [Applause] every time a new platform a new way of a new player comes in we have to make sure that the data the events are being recorded and passed around so folks can share the data and come up with it the a to do it fairly I mean thereamp;#39;s two perspectives one is following the content or the ads which are itamp;#39;s really one perspective but you might think of it as two because you can have ads all over different content and you want to aggregate the view to it but the other side of it is is the person or the home and that is a different view of the content and the consumption I think when you talk about the pendulum swinging back and forth between repackaging and dispersing it is about that differentiation between a person and a home a person decides for themselves all those different assets that they want to view weamp;#39;re at home is a container that is often associated with a single subscription and different data points are related to homes versus