What Do Curation, Quality, And AI Mean In Programmatic Advertising?

[music] Can you help me understand how you define curation versus [music] supply side targeting? We define curation is um is there unique audiences [music] that someone can layer on to supply when sending it to us that is somewhat differentiated. So we really look for great partners like OpenX and others on how do we find the right curated [music] supply um to give buyers some level of added value. When we think about supply side targeting, there's obviously a lot of value in that as [music] well. And one of the the common themes coming up is how do we make certain that not only the DSP [music] is doing the right thing as far as um targeting the right way, but how do we also have the SSP getting involved and having a subset of audiences that buyers can leverage as well that they're curating on their side and leveraging targeting for on their side as well. So I think there's value on both sides, but uh the curation piece is one that we're we're heavily focused on today. How do you define AI versus intelligence? The way we think about artificial intelligence is how does artificial intelligence helps with gathering information that already exists today. Um, when I think about intelligence layer is really can the platform work intelligently and can it do like the mechanics of like day-to-day things. But artificial intelligence is can it only not only take data but make sense of the data and proactively [music] um send notes to our buyers. How have you built your system? Is your system intelligent enough the way it's gathering data, but the output is what we think about. How are you defining premium verse quality and are they the same thing? The way we define premium is professionally produced content, whether it's articles or CTV um kind of [music] um episodic content um where buyers are willing to pay a premium for. Quality means just like it fits the bucket of being good enough for buyers to buy, but necessary buyers won't necessarily pay a premium for it. So there's definitely a distinction there and the two are not necessarily synonymous but they can be in some instances. [music]