He claimed he slept with 20,000 women, fought a cougar to death in the mountains, and shut down Magic Johnson in practice years after retiring from the NBA. Last year, the short-form video network started testing search ads with a view to competing in the PPC space in the coming months. McAra previously served as an adviser and commercial director. Africa with junior Exec in Japan. What is biddable media? Biddable media is any form of online media that is auctionable – in real time – and usually serves as the alternative to arranging and paying upfront for a tenancy or reservation. In Germany, slow and steady wins the race and your KPIs need to. Its aim is to accurately identify the uplift potential of each ad and drive decisions accordingly, on a consistent basis. The CTV space is so fragmented, that buyers are nearly doing SPO simply by just creating a media plan, said Justin Scarborough, programmatic media director at indie agency PMG. Bidding strategy that involves the evaluation and activation of data across multiple bidders and platforms is central to the. 25% Search Engine Optimization. We are creators and innovators, always keen to share our ideas to help you grow. Unlike the daily, minor updates Google performs, core updates are broad and. 3. Create programs that commission (or commission more) based on whether an order is above a specific threshold. At ICS we work across more than 50 countries and 100 languages and are always expanding into new territories and sectors. Over the last three years, Melanie led the. 2 days ago · Many people find it to be realistic and easy to implement. As organizers of the world. FanDuel said it's the fastest-growing brand in the space. under a new framework created by a restructuring across the organization. In contrast to earned or owned advertising, where you can utilize a platform to promote your content for free, this approach typically charges a fee. Help company growing their online presence and needs. A. “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. ICE London 2023 is set to take place from February 7 to 9 at ExCeL London. Focused on fairness, player protection, and the prevention of illegal activities, this framework instills confidence in both operators and players. Ads Optimization. Digital PR Director. Gaming Innovation Group Inc. FanDuel claims the number two position in iGaming, or online casinos, in the U. July 24, 2019. You'll need a budget, though, and a clear vision of the people you're looking to target and turn into customers. Wrong is Right is a comedy made in 1982 that managed to predict quite a few things regarding terrorism and the Middle East. All good agencies need good people. Gamification taps into the. The online gambling market is worth an estimated $66. Service Focus. The best thing about social media and why people invest in it is often the sheer volume of people you can reach. Hot Auctions in British Columbia. Our number. “I’m humbled by the opportunity to work in a wider remit to deliver real and lasting change for. Content Marketing Our gaming content marketing services cover ideation, strategy, and distribution to generate creative gaming content and maximize the content’s reach. Monks is owned by London-based S 4 Capital (SFOR. Top. “ - Oscar Wilde. And thus the skills, training and toolsets that drove media planning focused on finding and buying content that best attracted those audiences. For several years, Thunderstruck Media has been taking on different SEO and marketing challenges. Find 9 different ways to say BIDDABLE, along with antonyms, related words, and example sentences at Thesaurus. 4 billion according to VIXIO Gambling Compliance’s study. I am a Senior Manager of Biddable Media at Inspire Brands, where I lead a team of seven… | Learn more about Michael J. Ed drives the Biddable and Non-Biddable media investments for Canvas Worldwide clients. Ontario’s new igaming market has launched!While very few brands have taken the plunge to in-source all their biddable media activation, many more are actively considering it. Our Solution. Job Functions Media & Advertising / Strategic Planning / Marketing / Public Relations / Marketing General / Digital Marketing. The gaming. Having secured coverage with incredibly influential bloggers and vloggers, we were able to deliver significant digital exposure for Ex on the Beach that surpassed all expectations. By integrating game mechanics and elements into their platforms, operators can enhance player motivation, increase participation and drive customer loyalty. Biddable media strategy. g. Lot 74 | 1ST NATIONS CRIB BOARD (RESIN) 20. com Group is a lead generation company in the digital media sector with outstanding performance, dynamic growth and strong financials. If you are looking to learn while you earn while taking your first steps towards. Anjouan's commitment to maintaining the highest standards. Upload your CV*. GZIRA, Malta, Nov. com / 0113 391 2929. When. PPC and Biddable Media in iGaming. Personalized vs user-generated content. 1. In April 2019, TikTok launched a beta of its “managed service platform” which brought TikTok into the biddable ads space, but still required. biddable definition: 1. ; Preparation: Having a plan or procedure in place, ready to deploy, should a crisis occur. Decatur, GA. May 2022 - Sep 20231 year 5 months. As the industry evolves, so too must the. Passenger Clothing: We scaled the brand by 3. 6,500 Employees. As a concept, addressable audiences take addressable advertising a step further by defining the criteria of an ideal target audience to reach with an advertising. Leeds, England, United Kingdom. The DSP must be fully transparent, starting with pricing and fees. It is an online ad exchange for buying and selling ad impressions in real time. Here’s the basic rundown: iGaming is, in essence, any system that allows or encourages online betting. As digital assets continue to gain popularity, understanding the nuances of the crypto world is essential for geeks looking to leverage. 1 day ago · Top iGaming Trends 2024. Short answer: no. The project. Thus, those advertisers who have access to the demand-side platform have access to the tool that makes this data work. Today’s column is written by Andrew Sandoval, director of biddable media, The Media Kitchen. The reason is the lack of intermediaries and decentralisation. A millennial is considered someone born between 1981 and 1996 (between the ages of 27 and 42 in 2023), and they are not to be confused with Gen Z (individuals born between 1997 and 2012, so 26 or. What are your goals and objectives: Like every type. 10. Friday, November 10th, 2023 – 7:44 am. Jatuchak THB 20K - 34,999 /month . Our work with some of the world’s leading international brands, covering 17 languages, earned us the award of ‘Best Digital Agency’ at the UK Search Awards, the prestigious Econsultancy. Biddable media likely makes up the majority of any given paid non-linear media budget, and includes everything from programmatic and search, to YouTube, Facebook/Instagram, Twitter, Pinterest and beyond. The Stickyeyes Content Optimisation Tool (SCOT) analyses your content, and the content of your competitors, to identify where the gaps and opportunities are to deliver quick wins, and shape your strategy for longer-term success. MDC Partners is the latest holding company to place its programmatic, search and social talent into a team that spans across its media network, MDC Media Partners. Nov 2022 - Present6 months. Although online gambling is not yet regulated in the country, this fact has not. dollars) Games market revenue share worldwide 2022, by region. igaming marketing agencies. Unreserved Consignment Auction Dec 2, 2023. A survey by Aposta Hub. com As Google Ads start to phase out modified broad match modifier keywords, how can you ensure your biddable media campaigns are in great shape for 2021? Stickyeyes | iGaming | Life Sciences [email protected] ROAS in 4 months using Paid Search and Paid Media, as well as won two Paid Media Awards UK in 2022 for 'Best Integrated Paid Media Campaign' & 'Best Use of Facebook/Instagram Ads'. Biddable Media Executive. Digital Consultancy. As part of the Digital Partnerships Team, this international outlook shapes my role in a. $10,000+. MediaCom Retains Mars Inc. It also appointed Essence to manage biddable media. And other industry research reports that A mazon Ad prices have increased 30% from the start of the year and up over 50% year-over-year. Google began search engine advertising in 1999, and less than a year later, introduced the concept of pay-per-click to the. Find more depositors with targeted ad buying from tier #1 content, whitelisting,. The Results. Thought Leaders. In late May, my mental health took a nosedive. Washington last worked with Fuqua on The Equalizer 3, the final movie in that series. Seamlessly integrate payment methods to connect cards and digital wallets. 1 day ago · The average American home today has over 300,000 items. These are often multi-channel campaigns, involving the full spectrum of owned, earned and paid media, across online and offline channels. iGaming definition in a narrow term is any form of online betting and gambling activity in a game of chance. Those 8 key factors are: 1. 5. 50 CAD. EMEA & APAC: Nimi Randhawa Senior Marketing Executive, ForwardPMX +44 (0)203. Our multilingual teams are experienced in working with both B2C and B2B tech and software brands and at every step ensure clients. About Us. Not only is the search market for subprime loans and financial. Social. SEO Within the iGaming industry. ICS-digital's marketing activities have contributed to bet365 remaining the global leader in iGaming - with approximately 250 million users being driven to the website each month. Biddable Media | 76 followers on LinkedIn. Our staff is made up of iGaming professionals in CRM management, SEO, PPC, Marketing, Legal, Product, Payment, and other areas. A myriad of new factors weigh in on an advertiser’s decision making process based on the products, goals of the campaigns, nature and location of the target audiences, budgets, and competition. iGaming definition. Streaming and social media. GroupM is entering an increasingly complicated upfront market this year with a simplified approach to investment. 3. Reach more of the audiences that you want to reach, and less of the ones that you don’t. Marriage was initially designed with patriarchal standards in mind. Partnerships can be a very powerful way to do this. CHICAGO – It is now four years since a hard-hitting ANA report, K2, blew the lid off practices in which US advertising agencies were accused of keeping up to 20% of clients’ media budgets for themselves after engaging in “pervasive” kick-backs and rebates. Purpose of Review. Our expert knowledge becomes your knowledge. . Thanks to big data, the object of demand today is the target audience instead of advertising space itself. April 14, 2023. The short-form video app’s advertising business is still nascent. Dan Nation. Boston Link is an international recruitment company with offices in Malta, U. But the advice they get is often too narrowly focused on tactics, like programmatic ad buying and supply-path optimization (SPO), rather than on auction dynamics across all biddable media, said Rob Norman, former chief digital officer at GroupM and a strategic advisor to Up &. Handling a crisis on social media relies on four key principles: Prevention: The first line of defence is working to minimise the risk of a crisis occurring in the first place. 6 billion in revenue from advertising, a jump of around 16% over the same period last year. Low sugar and low carb food and drink products are continually hitting the market, with interest rising among all sorts of audiences. Additionally. In essence, iGaming refers to any form of wagering over the internet. Navázat spojení Alžběta Sadílková --"Žít v souladu se společností lze jenom za cenu nesouladu se sebou samým. 6m. 3 MIN READ. <br><br>Client-facing digital marketing professional, managing several iconic. Go to Internet Gaming and Fantasy Contests Millionaire PartyTwitterLinkedinFacebookRedditemailBufferBelfast, Northern Ireland: Loud Mouth Media, a multi-award winning digital performance marketing agency, is proud to announce. And on Wednesday, Havas Media was granted its wish when the agency named FreeWheel a preferred SSP partner for premium video. As I see it, all biddable media is programmatic. The company is listed on the Oslo Stock Exchange under the ticker symbol "GIG", and on Nasdaq Stockholm under the ticker symbol "GIGSEK". Additionally, brands and agencies often pay CTV CPMs. Most major social media networks have some type of biddable ad process, usually in the form of a self-serve platform where a marketer can set up and run the ads themselves. A far-right, social-media-using president-elect who admires Donald Trump will take office in Argentina, which has the third-largest economy in Latin America, on Dec. PPC & Biddable Media. Growth Partners Completes Sale of Centerfield. . 23, 2023 /PRNewswire/ -- Players gravitate towards a deeper sense. Biddable Media refers to any form of media that is bought via real time biding – this definition includes media hosted by third party platforms. March 30, 2023. , brand names or logos). Digital Marketing. Image Credit: Rastar. . Platform efficiency is key to running effective RTB campaigns. YouTube remains Japan’s most popular social media service, with 71% of Japanese users saying they’d used it in the last month. 4 Types of iGaming traffic sources. Follow Us. Biddable media is made up of three primary components: one – a media marketplace, two – a technology platform that enables RTB, and three – multiple advertisers bidding on the same impression (an auction). 5. Handling a crisis on social media relies on four key principles: Prevention: The first line of defence is working to minimise the risk of a crisis occurring in the first place. With the explosion of automated trading within the display marketplace and the continued growth of pay per click on search engines like. IP is considered functional if it has significant standalone functionality (e. - Create and execute strategies for global marketing campaigns in line with our marketing agenda and growth objectives. hello@stickyeyes. As a mentor, Ed tells young associates to “Choose a profession they love. Launch campaigns in over 35 countries with over 1 trillion bids per day available. Discover Top iGaming Trends 2024 in SOFTSWISS In-Depth Research. The merger, in addition to dropping the global CEO role. This translated into an average non-brand traffic uplift of 1,660%, easily surpassing the 500% target. Primary. 54 trillion by 2022. 24 Nov, 2023, 07:18 ET. 1 day ago · Alors que le paysage de l'iGaming continue d'évoluer, SOFTSWISS, une société technologique internationale, publie un rapport complet détaillant les principales. 2. Stickyeyes | iGaming | Life Sciences. However, you can develop your variations, such as 40 minutes of screen time followed by 20 minutes of respite to help you clear your head. Costs. ”. Internet Gaming and Fantasy Contests. 17 Min. The marketers take it into account, developing the content strategy. My understanding of media planning across Digital & Mainline, and expertise in biddable & non-biddable media channels such as Google, Facebook, Publisher, Content & Influencer marketing, supported with knowledge of marketing tools, helps me develop full funnel campaign strategies and market research-based solutions for my clients. PPC stands for pay-per-click advertising because you often have to pay each time a user clicks on one of your ads. While there are many benefits to paid search, before you jump headfirst into setting up a campaign, you must create a PPC marketing plan. /PRNewswire/ -- Players gravitate towards a deeper sense of purpose and community fostered by in-game. This post will explore everything you need to know. demand could outweigh supply and drive prices up in biddable media. 9 billion a year with illegal and unregulated operators. Biddable definition: adequate to bid upon. For over a decade 'programmatic' has been synonymous with web-based display, and has been specifically defined by retargeting. Let’s explore some key aspects of this growing impact one by one. En medio del cambiante panorama del iGaming, SOFTSWISS, una empresa de tecnología internacional, comparte un informe completo que detalla las tendencias clave que darán forma a la industria el. gru 2021 – obecnie1 rok 11 mies. (GPN) announced plans for a joint venture that will create. com / 0113 391 2929 Upon analysing the data, it becomes evident that Latin America holds the most promising prospects for iGaming in 2024, followed closely by North America and Europe. So, the man of the house would be the bread earner and provider. Digital Partnerships Manager. Social media’s power of connectivity has transformed the way games are developed, marketed, and experienced. As a Senior Analyst in Biddable Media, I have honed my skills as a Performance Marketer, specializing in both B2B and B2C domains. When content was the only variable, this approach made sense. Now, some experts in the digital marketing industry recommend choosing one social media platform to start with, while others say you shouldn’t stick with just one. At the same time,. Wrong Is Right. About us; Services. iGaming refers to an umbrella term encompassing all forms of online casino games, online sports betting, and all other forms of online gambling. 85 in Q3 2020 to $1. When non-TV content is categorized as CTV, publishers’ premium. Social media. As iGaming experts, we understand the importance and complexity of compliance. Find more depositors with targeted ad buying from tier #1 content, whitelisting, blacklisting, private 1st party data integration, profiling and more. Investment. 1. Our campaigns surpassed all KPIs, reaching more than 3 million people and contributing to an MTV UK record. I am a commercial digital CVM lead at Safaricom PLC, the leading mobile network operator in Kenya and one of the most innovative companies in Africa. These include: 1. Amidst the evolving iGaming landscape, SOFTSWISS, an international tech company, shares a comprehensive report detailing the key trends that will shape the industry in the coming year. Find the right Microsoft 365 plan for your business and get started with a one month free trial. Considering each of these 8 factors will help you choose the right management structure and marketing strategy for your biddable media in order to make the most of your existing resource, streamline efficiency and maximise the value of your investment. And that is often the crux of where hero content succeeds or. Within the space of 12 months, we had taken instantprint from non-ranking positions to top-three positions for 22 of the 25 targeted high-volume keywords, including 11 number one positions. The introduction of Gender Pay Gap reporting, to be imposed on larger UK employers, presented a significant opportunity for KPMG as it had a. The video game industry is a $180 billion category that grew more than 20% in 2020. Our challenge was to communicate the benefits of quality sports nutrition as part of a well-rounded fitness and nutritional programme. At ICE, you stand to meet other gambling. Our in-house content team will uncover for you how leading paid search agencies,. Programmatic is a journey – and most advertisers need a copilot. Chris Mawson. The Background. com / 0113 391 2929. April 25, 2023. 1 day ago · This afternoon, Entain informed investors of obtaining preliminary judicial approval from Dame Victoria Sharp, President of the King’s Bench Division, to finalise a. iGaming The intensity of competition in the iGaming industry, with new markets and regulations emerging all the time means that casino and sportsbook brands alike require. We create and develop flagship brands and optimise platforms to engage, inform and entertain global audiences across the most competitive comparison markets in the world: iGaming, Sports Betting and. S. DSP: How They Differ. Our digital consultants performed a complete audit of Lloyds’ digital communications strategy,. Corston: We have gained a ROAS of 7. The Social Media Policy will outline the guidelines and use of social media platforms for BC Hockey members. But the advice they get is often too narrowly focused on tactics, like programmatic ad buying and supply-path optimization (SPO), rather than on auction dynamics across all biddable media, said Rob Norman, former chief digital officer at GroupM and a strategic advisor to Up & to the Right, a newly launched biddable media. In the ever-evolving world of web development and user experience, Google is constantly striving to improve the performance and usability of websites. People spend a lot of their time on social media and that number is only increasing. Google and Facebook (Meta) are perhaps the two most well-known biddable platforms whose phenomenal growth was generated through advertising revenue. Today’s column is written by Hugo Loriot, partner and managing director at 55. Nygaard-Andersen predicts the $6 billion sports betting and igaming market is poised to become a $32 billion dollar market by 2030, a view largely supported by gaming analysts. I. 23, 2023 /PRNewswire/ -- Players gravitate towards a deeper sense of purpose and community fostered by in-game competition, social interaction, and. Community Building and Engagement. Achievable on mid-level budget. If you want to be part of a growing international company which values flexibility, professional development and transparency, we want to hear from you! Send your CV. Despite the size of dwellings growing, clutter thus poses a genuine problem for many people. , Ltd. ICS-digital remains well-positioned to support companies in the iGaming world, consistently monitoring global market legislation that impacts content, link building, SEO and Digital PR activities. Understanding your customers to enhance your brand. Excellent organisation and communication skills with a keen eye for detail. If you gloss over questions you don't have the answer to or withhold information, you lose credibility and miss out on coverage opportunities. definition. However, Kagan said, YouTube. November 9, 2023 by Steve Adcock. 1 day ago · Genting Berhad posted a massive yearly profit increase in the third quarter, hitting RM177. Welcome to SiGMA the world’s premier online gambling authority. He has 20 years experience in paid search, social media advertising, seo, affiliate marketing and content marketing. I. Additionally, videos tend to generate strong engagement in the upper-funnel,. Our approach to biddable is digital advertising, but smarter. The term programmatic is not very specific on its own – it. * Managing a department across multiple. We have experience in delivering results-driven paid campaigns across all major channels, including Google Ads, Bing, Linkedin, Facebook, Twitter and more. S. 5 has landed, and with it comes the App Tracking Transparency (ATT) framework, set to transform the digital advertising landscape on iOS devices as we know it. PR & Outreach in iGaming. Communication of campaign performance reports & recommendations to. ICS-digital is trusted by some of the largest telco brands worldwide, including the likes of O2 and T-Mobile, as well as a variety of innovative tech and SaaS start-ups. Our multilingual teams are experienced in working with both B2C and B2B tech and software brands and at every step ensure clients. Get in. It allowed us to tackle the gap that had developed between technology and ethics,” said Downing. Image Credit: Netflix. New York City has the Macy's Thanksgiving Day Parade, but Washington state has Snowflake Lane. According to IndieWire, “The yet-to-be-titled project is based on real-life warrior Hannibal,. The role of the Media Planner was to seek out the most relevant opportunities to reach an advertiser’s target audience through paid media. Everything from Startup to Enterprise in Ecommerce, SAAS, Real Estate, Legal Services, Human Resources, iGaming and Affiliate Marketing. The idea is usually to do 25 minutes of focused work followed by a 5-minute break. If that message is spread to the wrong people or communicated incorrectly, then it will likely not convert, leaving you with low lead volume and high costs. She assumed this position in 2019 to change the strategy and role of marketing at The Home Depot. Microsoft 365 for business helps you work smarter and faster. Advertising in the digital era functions very differently than in the past. Direct media buying on CTV was up to 35% share of buying tactics mix and boosted programmatic ad impressions and spend on CTV devices by more than 60%, according to the findings. 2% of the population living in metropolitan areas, access to. 23 Nov, 2023, 08:29 ET. Keep Sweet: Pray and Obey. In contrast, Gaming refers to video games, gamification, and casual games that are not necessarily related to betting or gambling. Part of Enova International, a prominent global lender, On Stride would bring loans of up to £5,000 over a period of up to three years to consumers who were outside mainstream lending criteria. He is also a judge for industry awards in Search Marketing, Social Media Marketing and Biddable Media categories. Maximuscle wanted to overcome the perception that protein products were designed purely for bodybuilders and professional athletes, and become the online authority in the sports nutrition sector. In conclusion, iGaming SEO is a vital, intricate domain in the online gaming industry. 11+ years of experience spanning across Product Marketing, Digital Marketing and E-commerce. Pragmatic Play, the content supplier to the iGaming industry, invites players to don their cowboy boots and head to the Wild West with More. available to buy or obtain by offering money or a price…. 2 billion in gaming revenue and state governments $13. 7bn. Setting unrealistic goals: Different rules apply to different markets. 2 days ago · Thanks to the evolution of online casinos and licensed iGaming sites like 10bet, the days of players having to walk into a smoke-filled high street bookmaker or land-based casino to place sports. In launching TV+, OpenX noted that in the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries. Mobile devices account for 80% of online betting in this region. Marketing Executive. ; Recovery: Recovering the. Thunderstruck Media is a multinational marketing company whose soul is a team of managers, marketers, designers, programmers, editors, iGaming content writers, strategists, and most importantly, experienced online marketing professionals. Make use of mentions on social media . The platforms that people use are bringing more connectedness and. As pioneers of the Search First® methodology, Captivate is out to reshape the meaning of SEO. Yet, according to Campaign Asia-Pacific and Kantar’s latest diversity survey, only 48% say men and women are treated equally in their organisation, compared with 68% in 2017, and 43% believe that they are judged by race, up 20% from 2017. In 2022, Vinted had the highest percentage of brand awareness among second-hand clothing online shop customers in the UK, according to a Statista study. Our advice to companies about to embark on media change and wishing to set up a. What started as a request for search engine optimisation transformed into a task that would require us to build a brand and culture that was designed for digital success. We undertook a complete and cohesive social media audit that put Lloyds of London on the path to success. The Digital Acceleration Company Google Premier Partner 2023 | Making Science is a leading digital marketing and technology consulting firm, that is listed in the Madrid Stock Exchange. An advertising campaign’s addressable audience is the total number of people that can possibly be reached, all of which match the specified targeting criteria of the campaign. Your audiences and consumers are changing how they behave, how they search, how they purchase and how they engage with brands online. The iGM network is a dedicated programmatic media buying platform for iGaming brands. And because this is Chicago, the city of tribes and unforgiven sins. What’s more,. According to Skai data, the average cost-per-click of retail media grew from $0. Retail media networks (RMNs) have become increasingly popular recently, thanks to their ability bring campaigns closer to the point of sale. NEW YORK, Nov. #1 US & EU are going to settle data transfer issues. To make the conditions somewhat similar to usual teams came up with a number of methods. Sandoval brings with him over 12 years of experience in digital media. 2024. A Short Breather. Chamberlain is one of the all-time storytellers in sports. James is credible and reliable and I'd recommend him to anyone. NEW YORK, Oct. A big reason men don’t want to get married anymore seems to be the rise of gender equity. 1 day ago · Alors que le paysage de l'iGaming continue d'évoluer, SOFTSWISS, une société technologique internationale, publie un rapport complet détaillant les principales tendances qui façonneront l. In the past few months, mortgage balances alone increased to $12. For instance, their Wrapped campaigns are all about. com / 0113 391 2929. Long answer: RTB is just one of the possible programmatic processes in which media can be bought in online advertising. These jobs have titles like Biddable Media Engineer and Creative Planner and represent the ideal hybrid of. Additionally. The key to a successful full-funnel approach is to ensure placements are reaching the right users on the channels they use most. The interruption raised important questions: Would the. Small brands should take advantage of this. Understanding your customers to enhance your brand. According to Alphabet Google has reportedly generated $32. 5 ways to future-proof your biddable media strategy in 2021. These include whether the agency tracked it all correctly, in a way that produces. Our vloggers spoke to engaged audiences totalling more. Many people find it to be realistic and easy to implement. In this blog, we've taken a closer look at the different biddable media channels on offer, and. Our team is composed by more than 700 digital native professionals, who have a. September 1, 2023. This evolution of rising media costs in a new biddable media marketplace channel, and the need for additional optimization as a result, isn’t a new phenomenon. 73 billion by 2022.