MODULE IX – ADVANCED

PROGRAMMATIC ADVERTISING
By
Sujith Caldera
Session 1
Session Outline
MODULE Units AREA OF STUDY

Conceptual understanding of Programmatic

Basics of programmatic

Direct buys vs programmatic buying

Importance of programmatic

Programmatic evolution

Advanced Real-time bidding

9.1 Introduction to
Module IX programmatic
programmatic
advertising Pros and Cons of Programmatic

Importance of data in programmatic

Programmatic audience targets

Demand side platforms (DSP)

Supplier side platforms (SSP)

Data management platforms (DPM)

Data driven advertising with programmatic

1. Traditional Media Planning Process
How does manual media buying happens ….
Define Advertising Request Media Negotiate and Finalize
Identify Target Media:
Objectives: Proposals: Terms:
• The first step in • Media buyers need to • Once the target • Media buyers engage
manual media buying identify the most media outlets are in negotiations with
is to clearly define the relevant media outlets identified, media the media outlets to
advertising objectives. that reach their target buyers reach out to secure the best
This includes audience effectively. them and request possible terms and
determining the target This can involve media proposals. pricing for the ad
audience, campaign researching and These proposals placements. This may
goals, budget, and key analyzing various include information involve discussing ad
performance channels such as such as available ad placement positions,
indicators (KPIs) for television, radio, print inventory, pricing, ad rates, discounts,
measuring success. publications, outdoor placement options, frequency, duration,
billboards, or digital and audience and any additional
platforms. demographics. value-added services.
How does manual media buying happens ….

Develop Media Plan: Implement Ad Campaigns: Monitor and Optimize: Evaluate Campaign Results:

• After finalizing the terms • Once the media plan is • Throughout the campaign • At the end of the
with the media outlets, developed, media buyers duration, media buyers campaign, media buyers
media buyers develop a coordinate with the media closely monitor the evaluate the results and
media plan that outlines outlets to implement the performance of the ad compare them against the
the ad placements, timing, ad campaigns. This placements. They track defined objectives and
and budget allocation involves providing the key metrics, analyze data, KPIs. They analyze metrics
across different media necessary creative assets and make adjustments if such as reach,
channels. The media plan (such as ad designs, audio necessary to optimize the impressions, conversions,
ensures proper scheduling clips, or video content) to campaign's effectiveness. and return on investment
and coordination of the ad the media outlets as per This may involve shifting (ROI) to assess the success
campaigns. the agreed-upon budgets, modifying ad of the campaign and
specifications and creatives, or adjusting gather insights for future
deadlines. media placements based media buying decisions.
on performance insights.
What do we buy ? …..Space vs Audience

Vs.
 2. Evolution of Programmatic Advertising
A direct media buy, also known as direct advertising or direct ad buy, refers to the process of purchasing advertising
inventory directly from a publisher or media outlet without involving intermediaries like advertising networks or
programmatic platforms. In a direct media buy, the advertiser and the publisher negotiate and establish a direct
relationship, bypassing the automated bidding and targeting systems commonly used in programmatic advertising.

Characteristics
1. Relationship between advertiser and
publisher Advertiser /
2. Customized agreements Publisher
3. Guaranteed inventory
Agency
4. Cost structure Direct
5. Benefits for publishers Contract
6. Potential challenges
Ex : Singer Ex : DailyMirror.lk
Wants to by ad space Wants to sell ad space
 Evolution of Programmatic Advertising
Ad network, also known as an Publisher 1
advertising network, is a
platform or service that
connects advertisers and
publishers to facilitate the
Advertiser / Ad Publisher 2
buying and selling of Agency Networks
advertising space or
inventory. Ad networks act as Ex : GDN
intermediaries, bringing Publisher 3
together advertisers who
want to promote their Ex : Singer
products or services and Characteristics
Wants to by ad space Publisher n..
publishers who have available 1. Aggregation of ad inventory
ad space on their websites, 2. Targeting and audience
mobile apps, or other digital segmentation Wants to sell ad space
platforms. 3. Ad serving and campaign
management
4. Revenue sharing
5. Reporting and analytics
6. Ad formats and creative support
What is an Ad Exchange
An ad exchange is a digital marketplace that facilitates the buying and selling of online advertising inventory. It
operates as a platform where publishers can offer their available ad space, and advertisers can bid on and
purchase that ad space in real-time through programmatic advertising.

Key Characteristics
Popular Ad Exchage Platforms
1. Real-time bidding (RTB)
2. Programmatic advertising 1. Google AdX (formerly DoubleClick Ad Exchange)
3. Inventory aggregation 2. OpenX
4. Transparent auction-based pricing 3. Rubicon Project
5. Ad quality and brand safety 4. AppNexus (acquired by Xandr)
6. Data-driven targeting and optimization 5. Index Exchange
7. Reporting and analytics 6. PubMatic
7. Verizon Media's DSP and SSP (formerly Oath)
8. Criteo
9. SmartyAds
10. RhythmOne (formerly YuMe)
 Evolution of Programmatic Advertising
Wants to sell ad space
Publisher 1

Ex : Singer Ad Publisher 2
Wants to by ad space
Network 1
Ex : Adx Publisher 3
Ex : GDN
Publisher n..
Advertiser / Ad
Agency Exchange Publisher 1

Publisher 2
Publisher 1
Publisher 3
Ex : BBC Publisher n..
 Evolution of Programmatic Advertising
Wants to sell ad space
P1

Ex : Singer Ad P2
Wants to by ad space
Network 1
Ex : Adx P3
Ex : GDN
Advertiser / Ad Pn..
DSP SSP
Agency Exchange
P1
Demand Buying Supply
Side and Side P2
Platforms Selling Ad Platforms Publisher 1
space P3
Ex : BBC Pn..
3. What is programmatic advertising
An automated method of buying media where data is leveraged, often
in real-time, to make decisions on a per-impression basis.

Programmatic advertising refers to buying and selling ad inventory in

real time, using an auction-based software rather than manual
negotiations. This gives an advertiser the ability to pay for impressions
based on the value of the eyeballs viewing their ad instead of a flat
CPM across all impressions on a website.
What is programmatic advertising
 How programmatic works

abc.com

Campaign ad space
ad
space
Creative 1
Inventory
Ad
Creative Exchange
2

Advertiser Publisher

Placements
How Programmatic Works
DMP

Ad
AdServer DSP Exchange SSP AdServer

Campaign Some Campaign Website abc.com Website abc.com

Creative Size 728px x 90px Page Title Some News Page Title Some News
Location Colombo, Sri Lanka Placement Size 728px x 90px Placement Size 728px x 90px
… … IP 123.123.123.123 IP 123.123.123.123
Location Colombo, Sri Lanka Location Colombo, Sri Lanka
Device / OS MacBook / MacOS 13.0 Device / OS MacBook / MacOS 13.0
Browser Safari 15.7 Browser Safari 15.7
… … … …
How it works (user side)
User visits a Accessing
Bid request
website or Ad request: demand-side
and user data:
app: platform (DSP):
The ad exchange or
SSP includes
information about the
ad impression in the The bid request is sent
The website or app
The user visits a bid request, such as to multiple demand-
sends an ad request to
website or opens an the website or app, ad side platforms (DSPs),
an ad exchange or
app that displays ads placement details, and which are accessed by
supply-side platform
and supports user-related data (if advertisers and their
(SSP), indicating that
programmatic available). User- agencies to manage
an ad impression is
advertising. related data can programmatic
available.
include demographic campaigns.
information, browsing
behaviour, or other
targeting parameters.
 How it works (user side)
DSP Real-time Winning bid
Ad serving and
evaluation and bidding (RTB) and ad
display:
bidding: auction: delivery:
The DSP submits a bid to The auction takes place,
The DSPs receive the bid
the ad exchange or SSP, and the highest bidder The ad exchange or SSP
request and evaluate it
specifying the maximum (the DSP with the delivers the ad creative
based on predefined
price the advertiser is highest bid) wins the to the website or app in
campaign settings and
willing to pay for the ad opportunity to display real-time.
targeting parameters.
impression. their ad to the user.

If the user matches the The bid competes with The ad is displayed
The winning DSP is
targeting criteria set by bids from other DSPs within the webpage or
notified, and the ad
an advertiser, the DSP participating in the app on the user's device,
creative is sent to the ad
may choose to bid on auction for the same allowing them to see
exchange or SSP.
the ad impression. impression. and interact with the ad.
How it works (Advertiser Side)
Define Set budget and Choose a Define
campaign bidding demand-side Access the DSP: campaign
objectives: strategy: platform (DSP): settings:

Identify target Allocate a budget Select a suitable

audience: Define for your campaign DSP that aligns with
Within the DSP,
your target and determine the your advertising
specify the details
audience based on bidding strategy you goals and provides
of your campaign,
demographics, want to employ, the features and Log in to your
including targeting
interests, behaviors, such as cost per functionalities you chosen DSP and set
parameters, budget
and other relevant thousand require. DSPs allow up your campaign.
allocation, bidding
criteria. This helps impressions (CPM), you to manage your
strategy, and ad
ensure that your cost per click (CPC), programmatic
creative.
ads reach the right or cost per advertising
people. acquisition (CPA). campaigns.
How it works (Advertiser Side)
Upload ad
Develop ad Set up targeting
creative to the Set bid prices:
creative: parameters:
DSP:
Create compelling ad
creatives, including Define the specific
Determine the
images, videos, or targeting parameters
Upload your ad maximum bid prices
interactive formats that for your campaign, such
creative to the DSP you are willing to pay
align with your as demographics,
platform. The DSP will for ad impressions
campaign goals. Ensure interests, location, or
use this creative to based on your budget
that the ad creative browsing behavior. This
serve your ads to the and the value you
meets the specifications helps ensure that your
target audience. assign to each
of the ad formats and ads reach the intended
impression.
platforms you plan to audience.
target.
Data Management Platform (DMP)
DMP helps advertisers and publishers to collect, store, and organize data from a
range of sources, such as websites, mobile apps, and advertising campaigns.
The data collected from DMPs enables advertisers to target the right audience for
their advertising campaigns, therefore increasing the ad’s effectiveness.
• DMP helps advertisers to:
• Aggregate audience data from various data sources.
• Target audience based on demographic and behavioural data
• Group campaign audience into segments and deliver personalized campaigns
• Campaign optimization and insights
Ad Server
Ad servers in programmatic advertising refer to the technology platforms that are responsible for
the storage, management, and delivery of digital advertisements to websites, mobile apps, and
other digital channels. Ad servers play a critical role in ensuring that ads are delivered accurately
and efficiently to targeted audiences. Here are the key functions and features of ad servers in
programmatic advertising:
Supply Side Platform (SSP)
• SSPs enable the publishers to manage, sell and optimize their inventory,
on their websites and mobile applications in an automated way.
• SSPs connect to ad exchanges, ad networks, and DSPs to sell ad
inventory on behalf of publishers.
• SSP helps the publishers to:
• Monetization
• Manage the bidding process of inventory
• Auto-optimize the yield
• Control the ads displaying in the inventory
• Integration with demand sources
• Real-time bidding (RTB)
• Reporting and analytics
Demand Side Platform (DSP)
• DSPs enable advertisers to buy inventory from publishers via SSPs
and Ad exchanges, all from one user interface.
• DSPs helps the advertisers to:
• Create, run and manage a number of campaigns simultaneously across
multiple SSPs and ad exchanges and control them from a single,
centralized user interface.
• Data integration and targeting
• Multichannel advertising
• Inventory selection and optimization
• Auto-optimize the campaigns to increase ROIs
• Provide real-time reporting via advanced analytics.
Differences between programmatic
advertising & traditional display ads
Differences between programmatic
advertising & traditional display ads
Differences between programmatic
advertising & traditional display ads
Ways of Programmatic Buying
• Programmatic Guaranteed Ad buying (one to one deal)
• Programmatic guaranteed ad buying refers to a type of programmatic advertising
transaction where advertisers and publishers agree upon specific inventory and
terms in advance, guaranteeing the delivery of ad impressions at a fixed price. It
combines the efficiency and automation of programmatic technology with the
certainty and control of traditional direct ad buying. Here's an example to illustrate
how programmatic guaranteed ad buying works:

• Let's say an advertiser wants to run a display advertising campaign on a popular

news website. The advertiser approaches the publisher and expresses interest in
purchasing a specific number of ad impressions for a fixed duration, targeting a
particular audience segment. Instead of negotiating manually and going through a
lengthy direct buying process, both parties can leverage programmatic guaranteed
ad buying to streamline the transaction.
Ways of Programmatic Buying
• Private Market Place (one to few)
• Private Marketplace (PMP), also known as a Private Auction, is a
programmatic advertising buying model that offers a controlled and exclusive
environment for select advertisers to access premium ad inventory from
specific publishers. It operates within the programmatic ecosystem but
restricts participation to a pre-approved group of buyers, providing enhanced
targeting opportunities and inventory transparency.
Ways of Programmatic Buying
• RTB / Open Auction (one to many)
• RTB, which stands for Real-Time Bidding, is a core component of
programmatic advertising that facilitates the buying and selling of ad
impressions in real-time through an open auction system. It enables
advertisers to bid on individual ad impressions, reaching their desired
audience and maximizing the value of each impression.
Case Studies : programmatic
Brands are using consumer decision Seasonally directed programmatic
journey data to determine bidding targeting is increasing sales by Programmatic geo-targeting drives in-
rules for programmatic buys efficiently delivering messages that store retail traffic
reach customers exactly when they
UNIQLO drove foot traffic from the Alibaba
University of Sydney increased post- need certain products digital platform with a programmatically-
graduate applications utilizing dynamic
targeted coupon incentive on Singles’ Day in
personalized creative and a model that Dove’s geotargeting initiative reached China.
constantly directed programmatic media Russian women when and where they were
based on stage in application process. most susceptible to messaging for dry MAC cosmetics brand increased store traffic
shampoo. and sales with programmatic digital OOH
Audi increased dealer site traffic in Germany
that directed consumers to specific retail
by maximizing delivery of relevant Prospan cough medicine grew share in outlets in Turkey.
messaging at key points of the consumer Australia with messages automatically
decision journey. delivered to mothers during times of critical
need when colds were most prevalent.
BMW created a complex data warehouse
infrastructure in the US, mapping the path Johnsonville used weather-triggered
to conversion in order to enhance strategic programmatic placement to encourage early
programmatic media exposures. season consumption in the US with ‘Fresh
Bratwurst’ creative campaign.
 APAC

University of Sydney customized campaign

384% ~AU$1.2m
Programmatic delivers brand value
increase in in incremental
The University of Sydney increased postgraduate applications utilising programmatic and
personalised creative. applications revenue
YoY
Objectives
Increase digitally-attributed applications for postgraduate study with a
smaller budget than in the past.
300%
higher CTR
Insight Takeaways
The sector is undergoing significant change with increased competition from • Consumer journey insights can be used to inform bidding
new online course providers while demand for postgrad studies was rules for programmatic
declining, resulting in institutions increasing marketing spending to attract
fewer prospects. • Banner ads can be enhanced and invigorated with
Our idea was based on a powerful personalised creative

Strategy human truth: that personalisation • Reframing the role of a channel within the media mix can
Over 6,000 personalised creative executions targeted to people identified as in communications is more make a significant difference to the impact it has on an
overall campaign
serious about studies. The ads were dynamically produced to match course effective than generalisation.
interests and reflect stages of the application process using analysis from
Google Analytics and Adobe for insights into applicants' journeys to identify
behaviours that best predict their progress along the journey. The strategy of
personalised recruitment was brought to life with the model that operated
constantly informing both programmatic media and dynamic creative.
This strategy of personalized recruitment was
brought to life through the building of a
model that operated constantly at the heart
of the campaign, informing both
programmatic media and dynamic creative.
Typically, these models are very complex, but
we have simplified ours into five main steps.

University of Sydney case study

EMEA

Audi continuous ad playback

Maximising ad relevance drives 98.32% 82.22%
CTR reduction in increase in CTR
cost-per-
Audi increased ad relevance and dealer site traffic in Germany conversion
with a geo-targeted campaign that tailored ads based on the 86%
customer's purchase journey.
growth in dealer
site traffic
Objectives
Increase dealer site traffic by maximising message relevance to
individual users. Takeaways
• Brands may wish to target programmatic placements
By geotargeting, the user,
Insight based on point in consumer decision journey
Customers were being bombarded with a growing number of
depending on its status in the
• The closer the message meets a personal need, the
ads, so the brand needed to target customers individually in journey, is guided by dynamic, sooner it will be perceived, and action may be taken
order to break through the clutter. model-specific advertising
• Marketers can attempt to combat marketing clutter with
material on the appropriate dealer targeted personalised ads
Strategy website and accompanied up to a
Continuous playback of dynamic, real-time banner ads using geo- test drive.
targeting to deliver tailored messages to users depending on
their state in the purchase journey. Guided by model-specific
advertising material on appropriate dealer websites, and
accompanied by test drive offers, bids were sent in real-time to
users who fulfilled defined characteristics.
 North America

BMW programmatic display

Data analytics improve media ~1.2m
efficiencies dealership
visits driven by
BMW used data science to target high-value customers and increase campaign
dealership visits in the US.

Objectives 1.3m
Increase the efficiency and effectiveness of ads, plus share of voice, as media-attributed users
competitors were improving their sales numbers. captured

Takeaways
Insight • Smart data assists the smart allocation of media dollars
The target audience was classified as aged between 25 and 54, with a Leveraging geo-targeted footfall and both are necessary to reach 21st century consumers
household income of more than $100,000, with millennials making up a technology allowed us to track most effectively
large part. However, increasing housing, taxes and insurance costs have the consumer path to purchase • Brands can use CDJ stage programmatic targeting to help
pushed overall auto spend downward.
and qualify the data, drive foot-traffic
environment, and creative that
Strategy was actually leading would-be
Creation of the ‘Ultimate Data Machine’, a comprehensive ecosystem for
drivers to the dealership.
measurement and strategic audience development. It was used to
continually improve digital media buys through learning, analysing and
optimising proprietary and secondary data across multiple online and
offline touchpoints to create a 360-degree view of each consumer
decision journey. The data was aggregated from disparate sources to
provide insights into new, high-value audiences and baselines for strategic
programmatic media exposures.
Everyone talks about using data, but the reality is that the
ecosystem is fragmented and incomplete. Also, the path to
purchase has become increasingly challenging to track with a
variety of touchpoints and disparate data sources. To
generate truly actionable insights based on real-world
business metrics, we needed to create an enhanced tool that
didn't exist. We needed to make a tool that would have
serious implications on how data is gathered, analysed and,
more importantly, implemented. The ‘Ultimate Data Machine’
solved just that.
BMW case study
Dynamic seasonal targeting
 EMEA

Dove geo-targeting
Programmatic geographic targeting 1.2m 5%
increases awareness unique reach increase in sales
Dove targeted women in Russia when they needed the product the
most to increase sales and awareness.

Objectives 10%
Shift perceptions among Russian women of dry shampoo being a
compromised solution rather than a good product. increase in product
awareness
Takeaways
Insight • Programmatic can enable targeted communication at the
Every summer, the Russia’s centralised hot water supply is shut off in particular moment when the consumer is most
Russia for maintenance, greatly impacting women who are forced to susceptible to the message
wash their hair with cold water.
We did not collect personal • Mobile geo-targeting may be used to amplify message
receptivity
Strategy information about users but
could create a personal • Brands may consider tapping into open data sets to save
Government data was used to identify the clusters of properties on data expenditures
affected by water shut-offs, enabling message delivery to women appeal to each person from
exactly when the hot water disappeared from her house. Banners were the target audience due to
prepared with help of proprietary dynamic creative platform working the innovative geo-
with the biggest Russian publishers and social networks for delivery of approach.
geo-targeted display and mobile ads. Social media posts, as well as
desktop and mobile banners, communicated that dry shampoo could be
the solution to the issue of no water with each ad including the nearest
retailer.
APAC

Prospan proprietary algorithm

Seasonally relevant message 27% 18.5%
delivery increases sales sales increase
during cold
market share
growth
Prospan (Flordis), a natural cough medicine, for children created the season
‘cough prediction algorithm’ to increase sales during a market
decline.

Objectives 54%
Effectively reach the one million mothers in Australia with children CTR
under 12 to increase sales and awareness in competitive Takeaways
marketplace.
• Advertisers can combine creative relevancy with
programmatic timing to enhance targeting and
Insight cost efficiencies
Research showed that Australian mothers were not inclined to treat With a powerful targeting
coughs immediately, as they believed the cough would go away on its • One method to increase ROI may be to better
strategy, we kept our message leverage and understand consumer data
own.
simple with a charming, direct
problem-solution approach to • Being resourceful with data is often as
Strategy situations that mums could relate important as the data resources themselves
The ‘Don’t ignore a cough’ campaign presented customers with
to.
situational images where people around the coughers were victims of
the symptoms. Proprietary analytic modelling was used to predict
when and where children would get sick, enabling strategic media
activation. The multi-variant algorithm combined weather and
environmental data facilitating real-time media purchasing decisions
controlling exactly when to turn on and off messages across the
country.
There's never been a better time in the history of
marketing and communications to establish
unequivocal knowledge about our markets, our
customers, our brands and then measure how well
we can make a difference.
Prospan case study
 North America

Johnsonville dynamic creative

Geo-located real-time dynamic
creative drives sales 13% 1,316%
increase in growth in site
Johnsonville used weather-triggered media placement for a purchase visits
dynamic, creative campaign to encourage early-season intent
consumption of its Fresh Bratwurst product.

Objectives 3.1%
Entice consumers to grill as soon as the weather got warmer, to extend YOY sales
consumption opportunities for the brand’s Fresh Bratwurst product beyond increase
summer months.
Takeaways
Insight • Brands can attempt to drive purchase intent by dynamically
In climates with dramatic winters, consumption spikes are seen with the customising every single impression with real-time content
approach of spring/summer grilling holidays, resulting in a short selling • Programmatic impressions can build significant increases in
By building a tech stack that
season. consumer engagement and relevance
enabled the customisation of
creative content and its
Strategy dynamic delivery by market,
A market-specific strategy based on weather shifts which would trigger the
delivery of dynamic creative of customised ‘grilling forecasts’. A planning significant increases in
dashboard linked to a weather API was developed to accurately ascertain consumer engagement were
where digital banners featuring real-time, local 'grill-casts' should be achieved.
delivered programmatically. Every impression was analysed to identify the
right audience, the nearest major city, the weather forecast pattern,
allowing the end-user to see a seamless creative execution.
Driving foot traffic
APAC
UNIQLO dynamic incentives
Use online shopper data to 10x
drive footfall increase in Singles’ Day
foot traffic vs. previous
UNIQLO used dynamic coupons to drive foot traffic on Singles’
year
Day in China.

Objectives
Build direct consumer relationships and boost margins by Offline orders
redirecting Alibaba traffic to physical retail stores. 34% higher value in
offline orders compared
Insight to online
Takeaways
Singles’ Day consumers tend to be bargain hunters.
• Programmatic can be used to deliver targeted incentives
based on consumer behaviour and geographic proximity
Strategy
By combining years of Singles’ Day consumer shopping insights, • Brands can capitalise on proprietary consumer databases
category trends, location data and purchase behavior, the brand Owning the direct customer for enhanced data analysis and efficient message
identified target consumers to drive Alibaba shoppers into relationship is essential to
stores. In-store coupons and price reduction messaging was UNIQLO - and in their offline
delivered programmatically to all consumers who had browsed stores they are able to deliver a
products on competitive sites or had the items in their
truly value-added customer
shopping carts. Couponing incentive value was based on
consumer retail proximity. experience.
Europe

MAC’s targeted OOH

Programmatic OOH delivery 23% 6,470%
builds sales increase in sales growth YoY
Cosmetics brand MAC grew store traffic and sales by launching a Zorlu store in the Kanyon
digital OOH campaign in two popular shopping malls in Istanbul. traffic store

Objectives
To drive store visits and increase related product sales. 15.4% 14%
growth in mix market share
Insight of business increase in Retro Takeaways
Research found that 88% of people who have seen an ad 30 through the Matte lipstick • Brands can capitalise on real-time programmatic outdoor
minutes prior to shopping saw it OOH; and 58% of people claim campaign. YoY opportunities to drive relevant messaging
that seeing a product advertised near purchase locations
increases relevance. • Shopper data can be a powerful tool to drive real-time
POS transactions
We applied digital know-how
Strategy and tactics to OOH by tracking • Localised real-time OOH ads have been shown to drive
purchase conversions
Digital OOH screens featuring video and static images of Mac conversions in store and
Retro Matte lipstick collection, with a text layer containing optimising media according to
purchase location information, were placed in popular malls in
Istanbul. Programmatic DOOH was used to optimise daypart
the effectiveness of variables
messaging and offer delivery using proprietary shopper data from like time, location and creative.
major stores. The in-store performance data was also used to
customise and optimise creative variations and call to action
tactics including as make-up application demonstrations.
THANK YOU