(upbeat music) >> Welcome back to the Quantcast Industry Summit on the demise of third-party cookies, The Cookie Conundrum, A Recipe for Success. We're here with Peter Day, the CTO, Quantcast and Shruti Koparkar, Head of Product Marketing Quancast. Thanks for coming on. Talk about the changing advertising landscape. >> Thanks for having us. >> Thank you for having us. >> So we've been hearing the story out to the big players, want to keep the data, make that centralized, control all the leverage, and then you've got the other end. You've got the open internet that still wants to be free and valuable for everyone. What's what are you guys doing to solve this problem? Because if cookies go away, what's going to happen there? How do people track things? You guys are in this business? First question, what is Quancast strategy to adapt to third-party cookies going away? What's going to be the answer? >> Yeah, so very rightly said, John. The mission, the Quancast mission is to champion of free and open internet. And with that in mind, our approach to this a world without third party cookies is really grounded in three fundamental things. First is industry standards. We think it's really important to participate and to work with organizations who are defining the standards that will guide the future of advertising. So with that in mind we've been participating with IAB Tech Lab, We've been part of their project, we are same thing with Prebid, who's kind of trying to figure out the pipes of identity the ID pipes of the future. And then also is W3C which is the World Wide Web Consortium. And our engineers and our engineering team are participating in their weekly meetings, trying to figure out what's happening with the browsers and keeping up with the progress there on things such as Google's FLoC. The second sort of thing is interoperability. As you've mentioned that a lots of different ID solutions that are emerging. You have UID 2.0, you have LiveRamp, you have Google's FLoC, and there will be more, there are more, and they will continue to be more. We really think it is important to build a platform that can ingest all of these signals. And so that's what we've done. The reason really is to meet our customers where they are at. Today our customers use multiple Data Management Platforms, DMPs. And that's why we support multiple of those. This is not going to be much different than that. We have to meet our customers where we are, or where they are at. And then finally, of course, which is at the very heart of who Quancast is, is innovation. As you can imagine being able to take all of these multiple signals in, including the IDs and the cohorts, but also others like contextual first party consent is becoming more and more important. And then there are many other signals like time, language, geolocation. So all of these signals can help us understand user behavior, intent and interests. In absence of third party cookies. However there's something to note about these. They're very raw, they're complex, they're messy, all of these different signals. They are changing all the time, their real time. And those incomplete in information isolation, just one of these signals can not help you build up true and complete picture. So what you really need is a technology like AI and Machine Learning, to really bring all of these signals together, combine them statistically, and get an understanding of user behavior intent and interest, and then act on it. Be it in terms of providing audience insights, or responding to bid requests and so on and so forth. So those are sort of the three fundamentals that our approach is grounded in which is industry standards, interoperability, and innovation. And you know, you have Peter here >> Yeah. who is the expert so you can dive much deeper into it. >> So Peter is CTO. You've got to tell us, how is this going to actually work? What are you guys doing from a technology standpoint to help with data-driven advertising and a third-party cookieless world? >> Well, we've been this is not a shock. You know, I think anyone who's been close to this space has known that the third party cookie has been reducing in quality in terms of its pervasiveness and its longevity for many years now. And the kind of death knell is really Google Chrome, making the changes that, they're going to be making. So we've been embarrassing in this space for many years and we've had to make a number of hugely diverse investments. So one of them is in how to, as a marketer how do I tell it my marketing still working in a world without (indistinct). The majority of marketers, completely relying on third party cookies today. It's tell them if their marketing is working or not. And so we've had to invest heavily and statistical techniques, which are closer to kind of echo metric models that marketers are used to have things like out of home advertising. It's going to be establishing whether their advertising is working or not in a digital environment. And actually this as with often the case in these kind of times of massive disruption, there's always opportunity to make things better. And we really think that's true. And you know, digital measurement is often mistaken precision for accuracy and there's a real opportunity to kind of see the wood for the trees if you'd like. And start to come up with better methods of measuring the effectiveness of advertising without third party cookies. And we've had to make countless other investments in areas like contextual modeling, and targeting that third-party cookies and connecting directly to publishers rather than going through this kind of loom escape that's going to tied together third party cookies. So I could, if I was to enumerate all the investments we've made I think it would be here till midnight, but we've had to make a number of investments over a number years. And that level investments only increasing at the moment. >> Peter, on that contextual, can you just double click on that and tell us more? >> Yeah, I mean, contextual it is, unfortunately when I think this is really poorly defined. It can mean everything from a publisher saying, Hey trust us this page is about SUV's, it's a what's possible now. And it's only really been possible the last couple of years which is to build statistical models of the entire internet based on the content that people are actually consuming. And this type of technology requires massive data processing capabilities, it's able to take advantage of the latest innovations in areas like natural language processing. And really gives computers, that kind of much deeper and richer understanding of the internet, which ultimately makes it possible to kind of organize the internet, in terms of the types of content of pages. So this type of technology has only been possible for the last few years. And, but we've been using contextual signals since our inception. Had always been massively predictive in terms of audience behaviors, in terms of where advertising is likely to work. And so we've been very fortunate to keep that investment going and take advantage of many of these innovations that are happening in academia and in kind of an adjacent areas >> On the AI and Machine Learning aspect. That seems to be a great differentiator in this day and age for getting the most out of the data. How is machine learning and AI factoring into your platform? >> I think it's how we've always operated, right from our inception. When we started as a measurement company. The way that we were giving our customers at the time we were just publishers, just the publisher side of our business. Insights into who their audience was, which was using Machine Learning techniques. And that's never really changed. The foundation of our platform has always been Machine Learning from before it was cool. A lot of our, kind of a lot of our co-teams have backgrounds in Machine Learning, and the PhDs in statistics and Machine Learning. And that really drives our decision-making. I mean, data is only useful if you can make sense of it and if you can organize it, and if you can take action on it, and to do that at this kind of scale it's absolutely necessary to use Machine Learning technology. >> So you mentioned contextual also, you know, in advertising we have everyone knows and that world that you got the contextual and behavioral dynamics. The behavior that's kind of generally can everyone's believing is happening. The consensus is undeniable is that, people are wanting to expect an environment where there's trust, there's truth, but also they want to be locked in. They don't want to get walled into a walled garden. Nobody wants to be in a wall garden. They want to be free to pop around and visit sites. It's more horizontal scalability than ever before yet. The bigger players are becoming walled garden vertical platforms. So with future of AI, the experience is going to come from this data. So the behaviors out there. How do you get >> Yeah. that contextual relevance and provide the horizontal scale that users expect? >> Yeah, I think it's a really good point and we're definitely at this kind of tipping point, we think in the broader industry. I think, you know, every publisher, right? We're really blessed to work with the biggest publishers in the world. All the way through to my mom's blog, right? So we get to hear the perspectives of the publishers at every scale. And they consistently tell us the same thing. Which is they want some more directly connect to consumers. They don't want to be tied into these walled gardens, which dictate how they must present their content. And in some cases what content they're allowed to present. And so, you know, our job as a company is to really provide level the playing field a little bit. Provide them the same capabilities they're only used to in the walled gardens, but let, give them more choice. In terms of how they structure their content, how they organize their content, how they organize their audiences, but make sure that they can fund that effectively. By making their audiences and their environments discoverable by marketers, measurable by marketers, and connect them as directly as possible to make that kind of ad funded economic model, as effective in the open internet as it is in social. And so a lot of the investments we've made over recent years have been really to kind of realize that vision, which is, it should be as easy for a marketer to be able to understand people on the open internet, as it is in social media. It should be as effective for them to reach people in that environment, is really high quality content as it is on Facebook. And so we've invested a lot of our R&D dollars in making that true. And we're now live with the Quantcast Platform which does exactly that. And as third party cookies go away, it only kind of exaggerate all kind of further emphasizes the need for direct connections between brands and publishers. And so we just want to build a technology that helps make that true, and gives the kind of technology to these marketers and publishers to connect, and to deliver great experiences without relying on these kind of walled gardens. >> Yeah. The direct to consumer, direct to audience is a new trend. You're seeing it everywhere. How do you guys support this new kind of signaling from for that's happening in these new world? How do you ingest the content, ingest this consent signaling? >> We were really fortunate to have an amazing an amazing R&D team. And, you know, we've had to do all sorts to make this, you know, to realize our vision. This has meant things like we, you know we have crawlers which stand the entire internet at this point, extract the content of the pages, and kind of make sense of it, and organize it. And organize it for publishers so that they can understand how their audiences overlap with potentially their competitors or collaborators, but more importantly, organize it for marketers. So they can understand what kind of high-impact opportunities are there for them there. So, you know, we've had to build a lot of technology. We've had to build analytics engines which can get answers back in seconds, so that, you know marketers and publishers can kind of interact with it with their own data and make sense of it and present it in a way that is compelling and then help them drive their strategy as well as their execution. We've had to invest in areas like consent management. Because we believe that a free and open internet is absolutely reliant on trust. And therefore we spend a lot of our time thinking about how do we make it easy for end-users to understand who has access to that data and easy friendly and users to be able to opt out. And as a result of that, we've now got the world's most widely adopted consent management platform. So it's hard to tackle one of these problems without tackling all of them. And we're fortunate enough to have had a large enough R&D budget over the last four or five years, make a number of investments, everything from consent and identity, through to contextual signals, through to measurement technologies, which really bring advertisers and publishers closer together. >> Great insight there. Shruti last word for you. What's the customer view here as you bring these new capabilities of the platform. What's what are you guys seeing as the highlight from a platform perspective? >> So the initial response that we've seen from our customers has been very encouraging. Both on the publisher side, as well as the marketer side. I think, you know, one of the things we hear quite a lot is you guys are at least putting forth a solution and action solution for us to test. Peter mentioned measurement. That really is where we started because you cannot optimize what you cannot measure. So that is where his team has started. And we have some measurement, very very initial capabilities still in alpha, but they are available in the platform for marketers to test out today. So the initial response has been very encouraging. People want to engage with us. Of course, our, you know, our fundamental value proposition which is that the Quantcast platform was never built to be reliant on third party data, these stale segments. Like we operate we've always operated on real time live data. The second thing is our premium publisher relationships. We have had the privilege of working like Peter served with some of the biggest publishers but we also have a very wide footprint. We have first party tags across over a hundred million plus web and mobile destinations. And, you know, as you must've heard like that sort of first party footprint, is going to come in really handy in a world without third party cookies. We are encouraging all of our customers, publishers and marketers to grow their first party data. And so that's something that's a strong point that customers love about us and lean into it quite a bit. So, yeah, the initial response has been great. Of course it doesn't hurt that we've made all these R&D investments. We can talk about consent, and, you know, I often say that consent it sounds simple, but it isn't, there's a lot of technology involved. But there's lots of legal work involved as it as well. We have a very strong legal team who has expertise built in. So yeah, a very good response initially. >> Democratization, everyone's a publisher, everyone's a media company. They have to think about being a platform. You guys provide that. So congratulations Peter, thanks for dropping the gems there. Shruti thanks for sharing the product highlights. Thanks for your time. >> Thank you. >> Okay, this is the Quancast Industry Summit on the demise of third-party cookies and what's next The Cookie Conundrum, the Recipe for success with Quancast I'm John Berger with theCUBE. Thanks for watching. (upbeat music)

(upbeat music) >> Hello, welcome back to the Cookie Conundrum, A Recipe For Success an industry conference and summit from Quancast on the demise of third-party cookies. We've got a great industry panel here to break it down. Chris Guenther, senior vice president global head of Programmatic at News Corp. Chris, thanks for coming on. Xiao Lin, managing director solutions at Xaxis, and Somer Simpson, vice president of product at Quancast stellar panel. Looking forward to this conversation. Thanks for coming on and chatting about the cookie conundrum. >> Thank you for having us. >> So, Chris, we'll start with you at News Corp obviously major publisher. Deprecation of third-party cookies affects everyone. You guys have a ton of traffic, ton of audience across multiple formats. Tell us about the impact to you guys and the reliance you guys had on them. And what are you going to do to prepare for this next level change? >> Sure. I mean, I think like everyone in this industry there is a, you know, a significant reliance and I think it's something that a lot talk about audience targeting, but obviously they realize that third party cookies pervasive across the whole ad tech ecosystem, MarTech stack. And so, you know, we have to think about, you know how that impact, you know, our vendor the vendors we work with, what it means in terms of our use cases across marketing, across advertising across site experience. So, you know, without a doubt, it's significant. But you know, we look at it as listen. It's disruptive in disruption and change is always a little scary, but overall it's a it's a long overdue reset. I mean, I think that, you know, our perspective is that the the cookies, as we all know, is it was a crutch, right? It's sort of a technology being used in way it shouldn't. And so, as we look at what's going to happen presumably after Jan 2022, then it's a good way to kind of fix on some bad practices practices that lead to data, leakage, practice sort of devalued for our perspective. Some of the, you know, we offered as, as publishers. And I think that this is a key thing is that we're not just looking to as we look through post gen world, not just kind of recreating the prior world. Because the prior world was flawed or I guess I could say the current world since it hasn't changed yet. But the current world is flawed. Let's not just replicate that. You know, let's make sure that third party cookies goes away other work around like fingerprinting and things like that, you know, also go away. So, you know, philosophically that's where our head's at. And so, you know, as we look at how we are preparing you look at sort of what are the core building blocks of preparing for this world. Obviously one of the key ones is privacy compliance. Like how do we treat our users with consent? You know, obviously are we aligned with the regulatory environments? You know, in some ways we're not looking just to Jan 2022 but Jan 2023, where there's going to be the majority of our audiences, we covered by regulation. And so I think from regulation up to data gathering, to data activation, all built around an internal identifier that we've developed that allows us to have a a consistent look at our user is whether they're logged in or obviously, anonymous. So it's really looking across all those components, across all our sites, and all in a privacy compliant way. So a lot of work to be done, a lot of work in progress but you know, we're excited about what's going on. >> I like how you framed it, you know, old world or next gen kind of the current situation is kind of flawed. And as you think about Programmatic, the concept is mind blowing and what needs to be done. So we'll come back to that because I think that original content view is certainly relevant. It's a huge investment, and you've got great content and audience consuming it. Xiao, from a major media standpoint get your perspective on the impact because you've got clients who want to get their message out in front of the audience at the right time, at the right place and the right context. Right? So yeah, privacy, you got consent and all of these things kind of boiling up how do you help clients prepare? Because now they can go direct to the consumer. You know, everyone, everyone has a megaphone now everyone's you know, everyone's here, everyone's connected. So how are you impacted by this new notion? >> You know, if the cookieless future was a tik tok dance, we'd be dancing right now and at least until the next year. This has been top of mind for us and our clients for quite some time. But I think as each day passes the picture becomes clearer and more in focus. The end of the third party cookie does not mean the end of Programmatic. So clients work with us in transforming their investments into real business outcomes based on our expertise and based on our tech. So we continue to be in a great position to lead, to educate, to partner, and to grow with them along this cookieless future. The impact will be all encompassing in changing the ways we do things now and also accelerating the things that we've already been building on. So we take it from the top. Planning will have a huge impact because it's going to start becoming more strategic around real business outcomes. We're omni-channel. So clients wants to drive outcomes through multiple touch points of a consumer's journey. Whether that's programmatic, whether that's as a cookie free environment like connected TV, out of home, audio, gaming, and so forth. So we're going to see more of these strategic holistic plans. Creative will have a lot of impact. It will start becoming more important with Creative testing, Creative insights, you know, Creative in itself is cookieless. So there will be more focus on how to drive a brand dialogue, to connect to consumers with less targeting, with less cookies. With the cohesiveness of holistic planning, Creative can align through multiple channels. And lastly, the role of AI will become increasingly important. You know, we've always looked to build our tech, our products, to compliment new and existing technology as well as the client's own data and tech stack to deliver these outcomes for them. And AI in its core is just taking inputted data and having an output of your desired outcomes. So input data could be DSP data beyond cookies such as browser, such as location, such as contextual, a publisher taking client's first party data, first party CRM data like store visitation sales site activity. And using that to optimize in real time regardless of what vendor or what channel we're on. So as we're learning more about this cookieless dance, we're helping our clients on the steps of it, and also introducing our own moves. >> That's awesome. Data is going to be a key value proposition, you know connecting in with content real time. Great stuff. Somer, with your background in journalism and you're the tech VP of product at Quancast. You have the keys to the kingdom over there. It's interesting, journalism is about truth you know, good content, original content. But now you have a data challenge, problem, opportunity on both sides, brands and publishers coming together. This is a data problem in a way. It's a tech stack, not so much just, you know getting the right ads to show up at the right place, the right time. It's really bigger than that now. What's your take on this? >> You know, I, so first I think that consumers already sort of accept that there is a reasonable value exchange, you know, for their data, in order to access free content. Right? And that's a critical piece for us to all kind of understand. Over the past. Yeah, probably two years, since even before the GDPR, we've been doing a ton of discovery with customers, both publishers and marketers. And so, you know, we kind of known this this cookie going away thing is, has been coming and you know, Google's announcement just kind of confirmed it. And it's been really really interesting since Google's announcement how the conversations have changed with our customers and other folks that we talk to. And I've almost gone from being like a product manager to a therapist because there's such an emotional response. From the marketer perspective, there's real fear there. There's like, Oh my God, how you know, it's not just about delivering ads. It's about how do I control frequency? How do I measure, you know, success? You know, because the technology has grown so much over the years to really give marketers the ability to deliver personalized, you know, advertising good content to consumers and be able to monitor it and control it so that it's not too, too intrusive. On the publisher perspective side, we see a slightly different response. It's more of a yes. Right? You know, we're taking back control and we're going to stop the data leakage. We're going to get the value back for our inventory. Both things are a good thing. But if it's not managed, it's going to be like ships passing in the night. Right? In terms of, you know, them coming together. Right? And that's the critical pieces that they have to come together. They have to get closer. You got to cut out a lot of like that LUMAscape in the middle so that they can talk to each other and understand what's the value exchange happening between marketers and publishers and how do we do that without cookies? >> Yeah. It's a fascinating, I love your insight there. I think it's so relevant. And it's got broader implications because, you know, if you look at how data is impacting some of these big structural changes and refactoring of industries look at cybersecurity, you know no one wants to share their data but now if they share, they get more insight more machine learning, benefit, more AI benefit. So now we have the sharing notion but that goes against counter the big guys that want a walled garden. They want to hoard all the data and control that to provide their own personalization. So you have this confluence of, hey I want to hoard the data and then now I want to share the data. So Chris and Homer, in the wheelhouse you've got original content and there's other providers out there. So is there the sharing model coming? with privacy and these kinds of services is the open come back again? How do you guys see this? The confluence of open versus walled gardens. Because you need the data to make machine learning good. >> I'll start off. I mean, listen, I think you have to give credit to the walled gardens I've created. And I think as we look as publishers, what are we offering to our clients? What are we offering to the buy-side? We need to be compelling. We shouldn't just be, obviously, as journalists I think that there is a case of, you know the importance of funding journalism. But ultimately we need to make sure we're meeting the the KPIs and the business needs of the buy-side. And I think around that, it is, you know there's sort of three core pillars to that. It's ease of access, it's scope of activation and targeting, and finally, measurable results. So as I think, as us, as an individual publisher of so we have multiple publications so we do have scale, but then in partnership with other publishers perhaps organizations like Prebid, you know I think we can, we're trying to address that. And I think we can offer something that's compelling and transparent in terms of what these results are. But obviously, you know, I want to make sure it's clear that transparent terms of results, but obviously where there's privacy in terms of the data. And I I think we've all heard about like data clean rooms, a lot of them out there flogging those wares. And I think there's something valuable, but you know I think it's who is sort of the right partner or partners, and ultimately who allows us to get as close as possible to the buy side. And so that we can share that data for targeting shared for perhaps for measurement, but obviously all in a privacy compliant way. >> Somer, what's your take on this? Because you talk about the future of the open internet democratization. The network effect that we're seeing in virality and across multiple omni-channels as Xiao pointed out, it's happening. That's the distribution now. So that's almost an open garden model. So it's like >> Yeah. And yeah, it's, it's, you know back in the day, you know, Nightrider who was the first group that I, that I worked for, you know each of those individual properties were not hugely valuable on their own from a digital perspective. but together as a unit, they became valuable. Right. And got a scale for advertisers. Now we're in a place where, you know, I kind of think that each of those big networks are going to have to come together and work together to compare in size to the, to the walled gardens. And yeah, this is something that we've talked about before, an open garden. I think that's the definitely the right route to take. And I agree with Chris. It's about publishers getting as close to the marketers as possible, working with the tech companies that enable them to do that, and doing so in a very privacy centric way. >> Xiao how do we bring the brands and agencies together to get ready for third-party cookies? Because there is a therapist moment here of it's going to be okay, the parachute will open. The future is not going to be as grim. It's a real opportunity, but if managed properly. What's your take on this? Is it just more first party data strategy? And what's your assessment of this? >> So we're collaborating right now with ball grants on how to distill very complex cookieless future you know, what's going to happen in the future. To six steps that we can take right now and marketers should take. The first step is gather Intel on what's working on your current campaign analyzing the data sets across cookie free environment. So you can translate those tactics eventually when the cookies do go away. So we have to look at things like temporal or time analysis. We can look at log level data. We can look at site analytics data. We can look at brand measurement tools and how Creative really impacts the campaign success. The second thing we can look at is geo-targeting strategies. The geo-targeting strategy has been underrated because the granularity and DL data could go down all the way to the local level, even beyond zip code. So for example, the census block data. And this is especially important for CPG brands. So we're working closely with the client teams to understand not only the online data, but the offline data and how we can utilize that in the future. We want to optimize investments around markets that are working, so strong markets, and then test in underperforming markets. The third thing we can look at is contextual. So contextual by itself is cookie free. We could build on small-scale usage to test and learn various keywords and content categories based sets, working closely with partners to find ways to leverage their data, to mimic audiences that you are trying to target right now with cookies. The fourth one is publisher data or publisher targeting. So working with your publishers that you have strong relationships with who can curate similar audiences using their own first party data and conducting RFIs to understand the scale and reach against your audience and your future roadmap. So work with your top publishers based on historical data to try to recreate your best strategies. The fifth thing, and I think this is very important, is first party data. That's going to matter more than ever in the cookieless future. Brands will need to think about how to access and develop the first party data starting with the consumer, seeing of value in exchange for the information it's a goldmine and understanding your consumer their intent, their journey. And you need a really great data sciences team to extract insights out of that data, which will be crucial. So partner with strategic onboarding vendors and vet their ability to accept first party data into a clean room environment for targeting, for modeling, for insights. And lastly, the sixth thing that we can do is begin inform prospecting by dedicating test budget to start gaining learnings about cookieless. One, one place that we can start, and it is under invested right now, is Safari and Firefox. They have been cookieless for quite some time. So you can start here and begin testing here. Work with your data scientist team to understand the right mixes to target and start exploring other channels outside of just programmatic cookies. Like CTV, digit auto home, radio, gaming, and so forth. So those are the six steps that we're taking right now with our clients to prepare and plan for the cookieless future. >> So, Chris, let's go back to you. What's the solution here? Is there one, is there multiple solutions? What's the future look like for a cookieless future? >> I think the one certain answer is there definitely is not just one solution. As we all know right now, there seems to be endless solutions, a lot of ideas out there, proposals when the W3C, work happening within other industry bodies, you know, private company solutions being offered. And you know, it's a little bit, it's enough to make everyone's head spin and to try to track it to understand it and understand the impact. And as a publisher, we're obviously, you know, a lot of people are knocking on our door, you know they're saying, hey, our solution is one that it's going to bring in lots of money. You know, all the buy-side is going to use it. This is the one like unlock all the spend. And it's our experience so far is that none of these solutions are, cause I think everyone's still testing and learning. No one on the buy side from our, from our knowledge is really committed to one or a few. It's all about a testing stage. I think that, you know, putting aside all that noise I think what matters the most to us as publishers, actually something Somer mentioned before. It's about control. You know, if we're going to work with a, you know, again outside of our sort of independent internal identifier work that we're doing, if we're going to work with an outside party or an outside approach, does it give us control >> As a publisher to ensure that it is, you know we control the, the data from our users, you know there isn't that data leakage, it's privacy compliant. You know, what information gets shared out there? What is it what's released within, you know within the bitstream? If it is something that's attached to a, someone, a declared user, a registered user that if that then is not somehow amplified or leverage off in another site in a way that is leveraging bit stream data or fingerprinting and going again. And so I think that the spirit of what we're trying to do in a post third party cookie world. And so those controls are critical. And I think to have those controls as publisher we have to be collectively be disciplined. And you know, what solutions that we sort of we test out and what we eventually adopt. But even when that adoption point arrives it definitely will not be one. There will be multiple because there's just too many cases to address. >> Great, great insight there from you guys at News Corp. Somer, let's get back to you. I want to get your thoughts. You've been in many waves of innovation, ups and downs. We're on a new one now. We talked about the open internet and democratization. Journalism is under a lot of pressure now but there's now a wave of quality people, really leaning in towards fighting misinformation, understanding truth and community and data is at the heart of it. What do you see as the new future for journalists to reward journalism? Is there a way, is there a path forward? >> So there's what I hope is going to happen. And then I'm just going to ignore what could, right. You know, there's a trend in market right now at a number of fronts, right? So there are marketers who are leaning in to wanting to spend their marketing dollars with quality journalists, focusing on BiPAC owned and operated, really leaning into supporting those businesses that have been and those publishers that have been ignored for years. I really hope that this trend continues. We are leaning into helping marketers curate that supply, right. And, and really, you know, speak with their dollars about the things that they support and value in market. So I'm hoping that that trend continues. And it's not just sort of like a marketing blip but we will do everything possible to kind of encourage that behavior and give people the information that they need to find. You know, truly high quality journalism. >> That's awesome. Chris, Xiao, Somer, thanks for coming on and sharing your insight on this panel on the cookieless future. Before we go, just quick summary, each of you if you don't mind just giving a quick sound bite or bumper sticker of what we can expect. If you had to throw a prediction for what's going to happen in the next 24 months. Chris, we'll start with you. >> It's going to be quite a ride. I think that's an understatement. I think that there, I wouldn't be surprised if if Google delays the change to the Chrome by a couple months. And may give the industry some much needed time. But no one knows, I guess, I guess I'm not except for someone somewhere, we are deep within Chrome. So I think we all have to operate in a way that changes that happen, changes that happen quickly. And it's going to cover across all facets of the industry, all facets of, you know, from advertising and marketing. So just be prepared. >> Okay. Xiao. Along those same lines, be prepared. Nobody knows what's going to happen in the future. You know, we're all dancing in this together. I think for us, it's planning and preparing and also building on what we've already been working on. So omni-channel, AI, Creative, and I think clients will lean more into those different channels. >> Awesome. Somer, take us home. Last words. >> I think we're in the throwing spaghetti against the wall stage, right? So this is a time of discovery of leaning and trying everything out learning and iterating as fast as we possibly can. >> Awesome. And I love the cat in the background over your shoulder. I can't stop staring at your wonderful cat. Somer, thanks for coming on. Xiao, Chris, thanks for coming on this awesome panel industry breakdown of the Cookie Conundrum, a Recipe for Success data AI open the future is here. It's coming. It's coming fast. I'm John Furrier with theCUBE. Thanks for watching.