Unless you have a deep understanding of objectives and of the client, you're not really unlocking the full complexity and nuance of programmatic. It’s not just something where you can go, "Buy me adults ages 25 to 54." You have to go, "Find me someone who is showing signs of nervousness about their financial situation." It's a very different ask, and it's not something that works on a one-page buying brief. So, what we're seeing is we're pulling buying and planning closer together. We have the technical experts handling keyboards, but everyone has to understand the strategic implications.