So, when you say regular business, do you mean not charging?

The traditional business model usually involves engaging with an OEM, where the platform is licensed for free or for a very modest fee. When engaging with publishers, depending on the app's strength and the negotiation, the platform typically takes a revenue share or an inventory share from the publisher's stream. This is where conflicts often arise. The cost of doing business with companies like Roku or Google can be frustrating for those unable to negotiate exceptions to these policies. The Trade Desk, however, proposes taking a modest revenue share from publishers, passing it through to the OEM. The Trade Desk monetizes by doing what they do best, acting as a DSP within the CTV world.