At the same time, as TV advertising is all advertising budgets in an environment like this go down, that is obviously effects also investment. Now, you could argue that in a time like this, you actually need and Marc Pritchard, the CMO of P&G said, I think last month at the keynote of the ANA Conference in Florida, spoke about some key things that they want to invest in. And it’s exactly what you said. It’s looking at optimizing reach, how many households you reach at what frequency and what’s the return on investment, kind of the basic stuff that any CEO and any CFO will do. And this is optimizing return on investment. So measurement is absolutely a key component of that. But it’s — the tricky is, yes, there’s going to be more interest and more investment in measurement, while the budgets overall are going to shrink.
So while our measurement product is more like SaaS, it’s a fixed fee throughout the year. It will be naive to assume that a year like this will be the last one . entire year. .It’s not going to impact the amount of money we make from that product, while adoption we absolutely expect will continue to go up
Shyam Patil: Thank you. I just had one last one, if I could sneak in. Any commentary you guys can offer in terms of the pricing context, we’ve heard other companies talk about the scatter market and the impact on connected TV growth. Just curious if there’s anything you can offer their scatter market. I’ll leave it there. Thank you.
Zvika Netter: Tal, you want to take this?
Tal Chalozin: Of course. In general, those terms are scattered or spot thrown out. By many other companies. something important about Innovid is that we service the whole market, we absolutely don’t care what part of the market is picking up more and more initiatives, programmatic. Deserves one and upfront buys over others. There’s clearly throughout the years always fluctuation from one side to another when times are a little tight. We are seeing a little more focus on the programmatic side of the house. When it’s the beginning of the upfront season, we are seeing a big focus on that market. But again , the beauty of our offering is that we really don’t pick sides. We offer software solutions for marketers across the board, that service literally every impression and every side of the market.
Shyam Patil: Thank you, guys.
Operator: Thank you. The next question is coming from Shweta Khajuria of Evercore ISI. Please go ahead.
Shweta Khajuria: Okay. Can you please talk about the entire quarter trends that you saw from Q3 to Q4. Seasonally, Q4 is the strongest, but you mentioned that it actually worsened. So help us think about what you saw. Anything that in particular, you can call out and then what you’ve seen so far were 2 months, almost 2 months into the quarter. So anything that you can call out this quarter that you’ve seen as it progressed, that’d be helpful.
Tal Chalozin: So you’re absolutely right, the trend, basically, the way the way to look at this is 2021 was a normal year in terms of seasonality, 2022 started normal. And in Q4, I would argue you can see also something like YouTube results, which is obviously you can see like you already started seeing some decline in Q3, and definitely Q4, it was felt by the industry and you see it all over. So the — I would say, that if you look at 2022, the seasonality was disrupted after a nice run, in terms of seasonality sequencing was it starts disruptive in Q4 and resulted in us taking action to make sure because profitability is extremely important to us. And in this environment, also to our shareholders, we took action to make sure that in plan 2023 in a way that under even flat circumstances, we are going to be profitable, EBITDA positive, while maintaining our strategic goals.
