One is growing at 9%, and another is growing at 15%. Those are two very different growth rates. We could discuss the moat and sustainability of that. However, in terms of actual business results, the growth rates are not wildly different. That's the confusing part from an investor's perspective as to why no one talks about DV+ and why there is such a myopic focus on CTV.

Magnite is saying, "If I start," and everyone's doing this, "we need to be on the sell side. We're here for the sell side and targeting for them, and we're a big part." But with this ClearLine thing we're building, we're talking to the buyers because The Trade Desk is getting really big and scary. We don't want that Google situation again where there's super control. We can cut into those margins a bit more.

One is growing at 9%, and another is growing at 15%. Those are two very different growth rates. We could discuss the moat and sustainability of that. However, in terms of actual business results, the growth rates are not wildly different. That's the confusing part from an investor's perspective as to why no one talks about DV+ and why there is such a myopic focus on CTV.

So now, instead of Magnite only getting a 10% or 12% take rate, maybe they can get 15%, 17%, or 20% if they own the buy side as well. The margins in the middle are starting to be played with, where more money is going to these supply side and demand side partners. The Trade Desk is doing the exact same thing with OpenPath. PubMatic is doing the same with their direct line. Viant is doing the same with Viant Direct Access. They're all trying to get into the margins as much as possible.