And I mean they know what’s going on, but it just feels sort of that as you move out from the center, it gets to. So this is a global problem that publishers are doing their best to wrestle with and trying to understand what it means to them and trying to see who their new partners will be and what they have to do. I suspect that DSPs and smaller DSPs, they just need to – they need to be ready. But knowing what we know, and again, we’ve been in this for a long time, ready – being ready is an absolute advantage in terms of where you are as compared to your competitors in the marketplace. And we are absolutely ready. So yes, it is a big advantage that we have the others in the AdTech space, except for those who are ready with us. But there is a lot that are not.
And as we sort of move through cookie deprecation, of course, there’s an opportunity there to make sure that if clients are not being served by their partners, that we will come in and offer the services that they need to make sure that they keep business continuity and remain successful. So call that what it is? It is a major opportunity for us that we’ve been looking at for some time in terms of taking – really taking advantage of and getting results for the work and the years that we’ve put into getting ready for this.
Mark Kelley: All right, thank you. Very helpful.
Megan Clarken: All right.
Operator: The next question comes from Doug Anmuth with JPMorgan. Please go ahead.
Q – Unidentified Analyst: Yeah, hi. This is Katie on for Doug. Thanks for taking the question. I have two. First, can you just talk a little bit more about in the post cookie deprecation world, your 3-pronged approach and just like what you think the advertising line is going to look like over time? And just to that end, how should we think about sizing the signal loss in 2025? Secondly, just a quick one. Can you just talk a little bit more about the AI enhancements that you called out in the quarter that drove the uplift in Marketing Solutions? Thank you.
A – Unidentified Company Representative: I’m going to pass it on across to Todd.
Todd Parsons: Yes. [indiscernible] So on our multipronged strategy. Megan laid it out very well before Katie. At the core, it’s first party data matched from an offline identifier standpoint to offline identifier or potentially using third party identifiers as the intermediary which we do at the core. The second piece of the multipronged strategy that we’ve been deploying here is focused on closed environments. Just want to reinforce logged in audiences at both retailers and social platforms. And the third thing outside of Privacy Sandbox is really work that we’re doing to help publishers divide their own interest groups with commerce data that we have, so that the interest group model that’s being propagated by Privacy Sandbox could be innovated in addition to using our data.
So we’re excited to open up new opportunities through our multipronged strategy for building audiences and helping publishers see better monetization through that, retailers seeing better monetization through that, and brands getting better performance. It’s these three things working together using AI that I want to emphasize makes the program much simpler for brands. The big problem with the multipronged approach, indeed, Privacy Sandbox as one piece of it, is it’s mysterious and complicated to the space. What we have done through our strategy has made it possible for these identity solutions to be chosen at runtime, automatically, using AI in such a way that our partners don’t need to select or choose or take risk of maybe going too deeply into one of the pillars of our strategy versus the other.
So doing things automatically at runtime and using AI to make the right decision on what identity solution to choose is really at the core of the strategy. And we’re just continuing to develop and hone it. It’s very promising and we’re very excited about it.
Megan Clarken: Just to build on AI. It has impacted our year for 2023 ending Q4, and it really is continuing to enhance how we do the campaign, set up the formats and ways that we use Generative AI to be appealing for our clients and their consumers, and continued focus on optimizing how the engine works first. So it’s all paying off and it was an area of investment for us in 2023 with an incredibly high ROI. So we’re very excited about how that will drive us not only for ’23, but into the future as well.
Melanie Dambre: All right, thank you Megan, Sarah and Todd for today. This does conclude our call for today. Thanks everyone for joining. The investor team is available for any additional requests. Have a nice day.
Operator: The conference has now concluded. Thank you for attending today’s presentation. You may now disconnect.
