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Something that's really relevant

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and new that we started testing
is the live sports buying

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tool that Trade Desk has

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because it allows us to reach
a targeted audience in a

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really efficient way
and premium placements.

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A tip for advertisers who want

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to be in live premium inventory is

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to utilize the Live
Events tool within Kokai

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so they can forecast
avails against inventory

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with their target audience

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and who they want to
reach for their objective.

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My thoughts before I started
working with the Trade Desk and

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before Programmatic was
it was very expensive

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and it's not guaranteeing

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that our target audience
actually seeing it,

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but I think the live
sports buying tool has made

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that a lot more accessible for us.

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And we can actually use
the forecasting tools

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that Trade Desk has to understand

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for let's say a specific
male 18 to 34 audience

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how many impressions we can
get against those people within

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a live sports league over
our four week flight.

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It's all about being in
the cultural zeitgeist.

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Like these people are
actively watching these sports

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that feel really premium for
our inventory to be next to

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so contextually it just
makes a ton of sense

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for our premium piece
of content to be next

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to premium inventory.

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It's very important we have that presence

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and the Trade Desk allows us to do

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that at a more efficient rate
than traditional TV buying.