Waad: Hello, and welcome to Next in Travel. As I'm sure you've all heard, Google is officially sunsetting third party cookies next year. While that sounds scary, this isn't necessarily new to the digital world. Many other browsers, such as Safari, Firefox, iOS operating system and other mobile apps are already cookieless. The advertising ecosystem is going through massive changes. But is that all bad?
We are here today to discuss what a cookieless future is, why it's important for travel, hospitality and sports brands to think through their digital strategies. Now ahead of these changes. And how this ultimately can lead to personalized experiences that generate loyalty for your brand. I am here today to discuss with Andre, Pierre and Burks VP of Technology here at Publicis Sapient along with special guests genic digital strategy group principal for Adobe and Julie Hoffman, Global head of industry strategy for travel at Adobe, I'm your host, Waad Nakad. Now let's jump in.
Thank you all so much for joining me today. Very excited to have you all on such a timely topic. So happy to discuss this with you all.
While this is a very timely topic, there's so much to jump into. I wanted to start our conversation a little simple today, so before we go ahead and jump into all the strategies and tactics that brands should be thinking about. Let's start simple. Let's talk about what Cookieless feature is ultimately, and what that means for brands. So Andre, I'm going to go ahead and start with you on this one. What are your thoughts on how we can explain really what cookie this feature?
Andre: Very good. Thank you, Waad, for the introduction. So Cookieless is a really major transformation for the media industry. It will essentially break major marketing capabilities so the Internet. Has relied on 3rd party cookies to enable tracking audience, targeting, consumer experiences and measurement for years. And there are major marketing tactics that will no longer work without. A cookie replacement solution, so strategies like personalization, measurement, retargeting, frequency capping, suppression modeling. All of those are going to be affected, but it's definitely a solution going forward and we'll talk about this with Jen And Judy, but it's going to be a significant change and why This is why as well.
Thing is, Google has decided to deprecate the third party cookie and that's a tipping point. And you can't avoid that. That the cleanliness of the chromium web browser is huge in both the desktop and mobile environment. And who is safari? So you combine both and you have a very large share of pulsers, like for instance. Chromium is more than 68% that browser shares on the desktop, and so you just can't avoid the impact of that. Change and that change actually comes not only as a cookie deprecation, but it also comes with other changes to the global digital ecosystem, essentially affecting how data privacy is going to be handled with GDPR in Europe, CFE in California. And also recent changes on Apple's iOS operating system starting with version 14.
So now all those changing or forcing changes are forcing the advertising industry to evolve in favor of solutions that we will restore transparency and control over individual data. So to just give you a couple of statistics of what that means. Is there percentage of marketing marketers that are spending on identity Solution is pretty large and that's going to be impacted. It's up to 29% of marketers budget and the cookies themselves as a means to do addressing is 43% of the solution today. That's not the only solution that's used for identity resolution when you inject your first party data into the system or you try to do identity resolution with cookies that you have collected have offered information. That are coming. In but 43 percent is a big percentage. So what does that mean? There if we get into a little more detail Cookie less is a change for both the publisher and for the advertising brand. So for publisher is no longer an easy way to collect audience data and set it back to advertisers.
And for advertising brand. The targetable audience is reduced, and so is the number of publishers who You can work with, so some creative solutions have been proposed for remediation, like contextual advertising. But these methods methods are not very productive. Or as precise as marketing to identified visitors, and this is where the idea of zero party and 1st party data is going to come in. So what will happen is that publishers are going to have to. There there are minimized visitor identifiers that are going to be based on phone numbers or email addresses with an identity broker so that they can work with a universal identifier for advertising and to manage targetable audiences on behalf of advertising brand.
So really zero and first party data is key and we'll get into that downside of your team is volume. Initially there is going to be a lot less data available, but on the other hand the benefit is going to be the accuracy of a match between advertisers and publishers. Particularly for retargeting scenarios, because we'll get to almost 100% match using first party data. So this is at the high level what the situation is, what's coming forward, and we'll get next into. Well, what are we going to be doing about this?
Waad: Yeah, that's great. Thank you so much for your take, Andre. Julie, I'd love to kind of pass this over to you now and give us a little bit of insight into conversations that are kind of being had and led in travel specifically.
Julie: Thank you you know one of the things that really resonated with hearing Andre is is the piece around what impact this means to any vertical that's out there. The conversations we've been having in travel, hospitality, and dining starts with the fact that. When you eliminate third party cookies, it really is going to impact every component of their digital marketing and advertising ecosystem.
And so you know, I like to make analogies. I think analogies help you to understand things a bit better. So what does that look like using an analogy of the shift? So let's pretend that the grocery store is like third party cookies, right? You go to the grocery store, you pick up what you need for your family you. Don't even think about it. It's easy, it's reliable, and you can feed your family.
Now let's suppose that you know grocery stores went away. Third party cookies went away. Now you're going to have to become a farmer to feed your family. You'll need to start growing your own food you know and If I want to become a farmer tomorrow, I would be in trouble. We would not be eating 'cause I think both are focusing about it, so you'll need to start growing your own food and that's how dramatic of a shift this will be for everyone.
And that food that you're growing is the richness of your first party data. And as general, share your zero party data. So how can you become a better farmer? So that in a year from now or whenever cookies officially go away, you are ready.
Waad: That's perfect. I also love analogies, especially when we're trying to kind of further define something for people. So that was great. And then Jen yeah, to that point, we'd love to hear a little bit from you too. We talked a lot about first party data and 3rd party data and zero party data, so we'd love to hear you kind of explain what are the differences?
Jen: Sure, thanks Waad and Julie. I also love analogies and I will say that food grown from home always tastes better. I'm a big fan of the the farm to forward farm to table movement. And that's your Mr terrible farmer.
That's true, that's true, but but to going going back to what even Andre was saying, there's potentially a problem of less overall data, but I don't really see it as a problem because I have more of that quality and outlook on things where the quality will be better, so it's it's quality over quantity and And how do we get there? So first party data we all know is the data that brands are directly in control or collecting such as the web based behavior signals, which we're all very familiar with and that will continue to play a crucial role in driving growth.
But that very first that very common first party data can be augmented and contextualized by zero party data, so for those of you who aren't familiar with the terms of your party data, it's a term that was coined by Forrester a few years ago. I’ll paraphrase. In short, it's basically the preferences provided directly by the customer, the fan, the traveler, and and these preferences that are collected directly from the source Are really huge. To delivering truly personalized experiences that matter so this can confuse some folks 'cause the lines can be a bit bit blurred between first and zero party data. So I like to think about zero party data as a subset or a type of first party data. And really the tipping point can be asking yourself is this data I'm collecting collected explicitly in a conversational way, so directly from the fan, the customer or the traveler?
Waad: That's great, and I think laying this foundation right to get into our conversation, and really, ultimately, what does this mean for brands and how should they be thinking through their strategies now? So thank you all for your input there. I do think that while this sounds daunting for brands. There very, very well could be some hidden benefits to what, uh, cookieless future looks like. So Julie, I'd love to hear from you a little bit about what some of those hidden benefits about cookieless feature
Julie: So collectively across all verticals, digital is playing a new role and it's supporting the growing service economy. mean, we can't, you know, deny the fact that robotics are here. And if you're going to provide better service, brands really need to evolve to those one to one interactions. It's just a part of the process. You need to be able to connect on an individual level and if you need to drive one to one, you have to evolve on two funds so the first is having better data on a customer that you can rely on that is meaningful.
And then the second is process automation. It's basically an evolution of your teams to move towards automation. So service, especially in travel and dining, is the underpinning of loyalty with the cooking. This feature we have a foundational reason now to build up skills around data. So from my lens, this aligns with the path that we are all on to be ready for the cookieless future. It's a win win, so as our senior leaders would like to say it's like 1 + 1 = 3. If I have to do it. Any ways to support the service economy then? That benefit is is that I'm getting ready now.
Waad: I love that. brands need to be thinking through their strategies, but they also needed to be thinking through how this is an opportunity for them. And I know we'll get into some more specifics and later in this conversation, but thank you for setting that up. with third party cookies going away. What kind of data should brands ensure that they are collecting? Why are these important for crafting their overall digital strategies? And so when we think through some of those tactics, we're also thinking through, you know, collecting 0 party and 1st party data. So Jen, since you touched on it earlier, I would love to hear a little bit from you, in terms of those tactics.
Jen: Sure, and to back up a little bit when we think about what kind of data we need to collect. We always say, let's begin with the end in mind. So think about your goals. Think about what you're trying to achieve as an organization, but also think about what the customer or the fan or the traveler is trying to achieve. You really want both of those goals to be aligned to be truly successful in business and of course in your data collection.
But the good news is when it comes to zero party data collection, there's a lot of channels that have been around and tactics that have been around for a really long time, and some of them just need to be revisited and humanized. So when you think about preference Centers for instance, they've been around for a really long time, but sometimes the data you ask for or collect in a preference center. It's it's very dry, it's very black and white.
It's very basic, so think about adding a little bit more context there and making them dynamic, especially when you think about some of the newer mobile preferences when someone downloads a mobile app and trying to figure out why the fan or customer downloaded that app and how they're going to use it and taking that opportunity to learn more about them?
But certainly surveys are a great tactic for zero party data collection, dynamic welcome campaigns are another thing to revisit. Sometimes those are a set it and forget it. One touch communication, but I always like to to work with brands on making them more multifaceted and having a multi touch welcome campaign in place that can really help the brand get to know their customer, especially new to file customers that are progressive profiling. is another important tactic that can be very valuable, but the most successful types of data collection are the ones that are engaging and surfaced at the right time, so they have to provide a very clear value exchange for the customer and I'll just touch on the value exchange really quickly.
A lot of brands may think that they need to offer a discount or monetary savings as the core value exchange, but research shows and many of you may realize this just thinking about personal experience that there are a lot of other ways to provide value, so some of the other top drivers include saving time, providing better recommendations, providing more seamless and frictionless experience. And of course, some customers also enjoy the includes or tested and we see a lot of this in sports.
Waad: That's great, Andre. I'd love to hear a little bit from you as well on, you know, some tactics that you think brands should be considering to ensure that they're collecting the the right kind of data. The important data for crafting their digital strategies as well, maybe also you know from our from a travel lens.
Andre: Sure, absolutely. Just like Jen said, uh, you, you can collect data from plenty of sources, and the idea is to really focus on the value exchange with the customer to make it enticing to provide your data and there are plenty of aspects of first party data order about the data that you can get.
It can be transaction data, interaction data, behavioral data, demographic data, and in the dining travel industry firm sports industry you you can use any of the following. Email data. You can in the travel industry, collect transactions, orders, payment history. Usage history and their website and and even working with call centers.
All of these will be datasets that will come in through different data sources. That will come from experiences that have a high value for the for the customer. So in the publishing industry or with both industries if you register then you get a little bit of a privileged access to information.
Obviously in the travel industry, if you registered, you are able to follow from your trips and all of these creates a rich data set that brands can leverage with for creating a rich data set. The first party data in their CDP.
Waad: Yeah, I think these are all important for brands to consider and when it comes to travel and sports, I think these are, you know, ways that these brands can can definitely use different tactics in terms of getting that that rich data that they're looking forward to, you know, help round out their digital strategies.
We keep talking about cookieless feature we've already, you know, identified it, but let's really talk about what that means for brands and digital marketing, I think it's safe to say that travel marketers are becoming more concerned about what this means for their overall strategies even though consumer privacy demands are increasing, there still is an expectation for personalization. This means that marketers need to make sure that the data that they are using is clean and accurate.
So with third party cookies going away, what are all of your thoughts on how travel and sports brands need to be thinking through these strategies for their businesses? So Andre, I'd love to start with you on your thoughts.
Andre: Sure, so with first party data they are also going to be more tech capabilities that will have to be nurtured. So like building a CDP for enabling personalized experiences, also as a result in reaching your email targeting and message personalization to just nurture their relationship with the customer had them. Stay engage more and then word of mouth marketing also works. It also entices other people to join in.
Also, working with data partnerships to enhance the first party data for better personalization and in terms of personalization, what we see happening is that a best practice as well as a trend is for brands that have many sub brands, in particular in the cruise industry, the consolidation of customer experiences from multi plans to a single one or if not to a single one, at least the data infrastructure is shared, goes a long way to increase the capability to reach out to customers.
There are plenty of examples where this has been done in the travel industry with enormous benefit in terms of growth of a digital customer base that can be addressed directly and obviously in a cookieless environment that's going to bring a lot of benefits.
Waad: That's great there's a lot that we can we can touch on with this one, and so Julie, I'd love to hear from you in terms of what you think is, you know, really happening in the market right now, across travel and hospitality.
Julie: So Andre brings up a wonderful point around, you know, there's when you're working through a change or a transformation, there are certain things that come into place. People process and technology technology in many ways is the unifier right around the customer, and you know, as as Andre shared, and as my own personal experience. There's many brands that we work with that have a variety of sub brands but to that consumer, you know, at the end of the day, they are one consumer who is maybe shopping different brands, but they are still looking for a unified experience, especially if there's a loyalty program that wraps around it.
So how can you have the right foundation in place so you can look at that customer holistically, no matter what their choices may be? I mean from our data you know 60% of all personalization is currently dependent on these cookies, but right now only 37% of professionals are ready for the cookieless feature and this has definitely been the case in terms of conversations I've had with brands globally. So a lot of the focus is like how do you get ready? How do you enable teams to consider the impact of these new consumer privacy laws?
And my response to privacy is to consider any great relationship that you have in life, the foundation of whether it's a friendship, a colleague at work, or a spouse or significant other. It's trust you know any relationship built. Trust opens up access to information and you share more, right also? So if you ask most consumers, especially in travel, about sharing data, they are often very willing to share if it will improve their experience, especially if it reduces friction.
I mean, we're seeing a lot in terms of, you know, when Omicron you know kicked up. There was a lot of delays and lags. There was a, you know, a reduction of service overall, and customers were stuck online. Calling in having these inopportune moments where you're waiting to have someone service you and they don't know anything about you? And so oftentimes you're repeating what you need service on.
So we start with, you know, if you're thinking about privacy, start with trust. Get comfortable understanding what's that value proposition, and then the next step is really to look at the experience. Jen shared this earlier and I love this, but I want to call it out a bit more. You know where do you actually look for consent?
And to build that value exchange, it cannot be a rigid part of the journey in one part of the journey. Similar to like a shopping flow, it needs to be dynamic no matter what they are experiencing. So how can you dynamically have that exchange? Change and where can you ask for that information? And then last, can you extract as much information and value from your DMP today?
I mean, this is a limited opportunity to utilize your DMP in a new way in terms of finding those second party data exchanges with partners where you have affinity's so you can grow your overall data foundation.
Waad: Yeah, I think that's all great, and you covered so so much good stuff there. Jen, I'd love to give you an opportunity to give your take on privacy as well.
Jen: Sure, privacy is usually important, but what I'll comment on is also from that customer perspective, because on one hand customers want privacy and this is what's really driving a lot of these privacy laws.
But on the other hand, we know that personalization is super important to customers, and they're willing to provide information to get those personalized experiences so this can sound like a bit of a problem, but it's a problem that zero party data really addresses because of the value exchange, and because that value exchange is clear so it's not creepy or cryptic.
Customers are aware when and why they are providing preference information to a brand. In the case of zero party data collection and they're digitally savvy enough to to expect when that information will be used. So if done well, this zero party data capture and the conversations that are had, they can actually build trust and tying back to what Julie mentioned, relationships are built on trust.
So I really see all of this as an opportunity for brands to to be more responsible and take more control and just deliver these these more personalized experiences in a way that delights their fans and audiences and travelers in new ways.
Waad: I totally agree. I feel like I could talk about this all day because when it comes to capturing data but also creating those personalized experiences for people in travel in sports like these are the ways to do it. People are looking for those experiences so great I I love everything that we just covered here, so thank you all for your input.
I know, you know, we've been talking about how brands need to start preparing. It seems like there are already some big brands in travel and other industries that have already begun to prepare for this shift just given third party cookies are already going away. With this starting now, I would think that the brands that have already started have a leg up to ensure that they're keeping a pulse on what performance looks like targeting optimizations once those third party cookies officially go away.
What are your recommendations from your perspectives on next steps that brands should be taking to be prepared? Julie, I'd love to start with you.
Julie: Thank you and what I would say is get started now. There is a growth opportunity that we see. So when I look at our travel, hospitality, dining space and I'm, I'm sure Jen sees it in sports as well, is that the brands who actually invest and start to capture and activate in first party data, they actually see growth.
In fact, organizations that deploy at least 11 advanced activation and that's things like audience segmentation, hyper personalization, cross channel, journeys across lifecycle management, they actually see 1 ½ Acts revenue lift overall, which is if you think about that, that's a pretty significant lift.
And then those who actually become more advanced, right? So if 4 activations they see two point, 9X lift. So if we look at those as a composite. If you're not doing those things, but your competitors are down that path.And and we have. We have a large hospitality brand, an online travel agent as well as a very well known dining brand who have started to create a competitive advantage through, you know, use the farming analogy, the data crops that they have grown over time. And they are learning to rapidly use those experiences to their advantage.
So get started today. Don't worry about moving towards the advanced activation, but start even just simple in terms of, you know, getting your organization aligned to employ a lot of these tactics that we've been talking about today.
Waad: Andre would love to get your take as well, on what next steps look like.
Andre: Yeah, I mean agree with Julie, you'll have to get started and something that Jen said they have some pretty very straightforward steps. You know you can, you can capture survey data. You can start with relatively simple user experiences to start collecting data, and then you essentially enter into a virtuous cycle where because you get data and you make the investment into a data platform CDP.
An investment into experience platforms, then from there you can customize experiences which enrich the value that you have with the customer. When they come more and you your ads become more relevant wherever they land, which then grows more customer data. So it's all about getting into that cycle of code. And positively, you know, get just better success, better digital population to work with. And it's not easy.
There are also marketing practices that we recommend to get into, in particular experimentation and test and learn which will tell you what works for personalization for your brand. The better you are at the experimentation to say OK, this personalization mechanism works, let's apply it at scale from more and the faster you will go.
Waad: I agree. I think too when we talk about what their next steps should be, we've talked a little bit about some of the opportunity within what's happening in the landscape right now, so I'd love to hear from the group on how travel and sports brands should be using this data effectively to market to their customers through campaign execution, loyalty programs, real time offer delivery things of that nature, so Jen would love to hear from you on some, you know, use cases that you might have some insight into.
Jen: Sure, so when I think about collecting and activating on 1st and zero party data for better personalized experiences, I think the sooner we activate on all this great data we're collecting, the more likely we are to encourage that true relationship building and customer loyalty.
So I think there's so many points throughout the customer lifecycle that the information we collect can be leveraged and going back to what I said earlier. I think we just always need to keep those end goals in mind and always saying how will this data I collect be useful and how can it improve the customer experience?
And of course address the brand goals when I think about examples in sports. We spoke earlier about the importance of value exchange and we said that some fans even enjoy being cruiser tested and we definitely see a lot of this in sports. So asking fans who they think will win tonight's game or even more in the in the moment on mobile apps on the second screen, you can ask, who will score the next goal or touchdown and then follow these questions up with other questions that are equally engaging and also valuable in terms of the data collected and being able to leverage that data for these personalized experiences.
So in sports and lives, some big data collection points are favorite team, favorite player, who you like to go to the game with, and even propensity to travel? Which by the way, we're seeing from research that fans are traveling farther now for events, and this is most likely a spike from pent up demand. But nevertheless, it's an important trend for us to capitalize on and just thinking a little bit more about my history in sports and live entertainment, we've actually been taking cues from the travel industry for a really long time.
Thinking back to my ticketing days with dynamic pricing that airlines actually pioneered that and now of course you see dynamic pricing all the time in sports and live events. And I also actually saw a use case from a major airline when it comes to really good zero party data capture, and it was highly there were a lot of graphics and it was very engaging, and it basically used an online survey to ask questions like which looks more appealing to you and there was a picture of the beach, the mountains, the city in the snow and then the next question was when you travel, do you love to see sites be active?
Try the food or go to events and then it was followed by when when do you think you'll travel next and there were some seasonal options, and then it asked if the traveler likes to be spontaneous. So it's all really clear how this data will be used and the delivery made the collection fun and then the the potential value exchange is definitely there, so these are all things to like I said, you know, keep in mind when you're asking questions, make sure that you will be able to activate that on them in a really useful way.
Waad: I'm not surprised to hear that people are wanting to travel a little bit more and get out.
Jen: A little bit further from sporting events.
Waad: I'm sure people have been cooped up for quite a while now, so it's good to see that this data is supporting that to hopefully in, you know, healthy ways.
So I'd love to hear, Andre, from you to maybe some use cases from, you know, more specifically from a travel space on your end.
Andre: So I mentioned earlier a brand which is a cruise brand and one that we have to work with. Actually, the context of deploying Adobe technology for customer experiences. And this is exactly what we did, right? They consolidated the back end of there uh, personalization capability, essentially centralizing the data that we were collecting from multiple brands.
And so we ended up essentially growing their data set by actually, I think times 4 * 4 and at the same time, being able to do some cross brand marketing and because then it ended up getting a better variety of this deletion for the customer. We got a much higher retention now.
This brand is very well equipped to go to a cookieless world because of the wealth of data that we have received not only with pure registration, but also because of it, they know the type of experiences that their customers like. They can capture the browsing behavior in addition to the booking history and so their ads are going to be extremely relevant. Remain very relevant in a cookieless world.
Waad: That's great, and I think that we've you know we've touched on so much already and I think to help round out this conversation, we started a little bit with some of the opportunity that this is going to provide brands, but when you think about the potential for new audiences and personalized experiences through first party data and that customer first mentality, do you all believe that this ultimately, drives loyalty and increases customer lifetime value for a brand and why? I'm going to take it back to you to kind of start the conversation.
Andre: Sure and loyalty is not really about a loyalty program. Of course it's good to have a loyalty program and platform to increase loyalty, but loyalty is more. Review it more as an outcome, so it's an outcome that comes from the quality of a customer experience we have, right?
That would come from the experience and online of applying channel. The type of content offers product you presented a customer and what these gains on you on behalf of a brand is a sense of higher value. A sense of share of mind, convenience, delights, all of which you nurture and grow.
The use of data and that needs at the end of the day to business growth. If your customers like you, they are going to be more likely to remain with the brand and increasing their frequency. Uh, their visit frequency and the the amount of what they purchase for a visit and all of that is done, who were really looking at the customer journey of a with a brand between.
You know how you identify and reach out to a customer how you target them, engage them. re target them eventually. Once you see that they kind of. And then to leave or not come back and and that is really what we recommend is really look at the full customer journey to find out the best experience, moment, opportunities.
Waad: Totally agree. Julie, I'd love to kick it over to you for some additional insight on your end.
Julie: Yeah, so I'd start with just the fact that when we think about travel and working with strategy across the globe with different brands, the that thing I've always heard is, you know oftentimes that they can personalize or engage with customers, you know, in the beginning of the cycle in terms of the journey or the end of the cycle, but the in-trip experience.
The in-dining experience has been a gap. It's been a defined gap. And one of the reasons it's been a gap is 'cause they've lacked data. They've lacked the foundational elements that can help them to accelerate the experience. And at the end of the day, if you think about what really impacts your view on a customer from a customer lens on a brand, it's the actual experience right?
Where anything it's the booking. Obviously you can have some negativity with friction and various things. But when you actually go to travel or you go to dine, you expect a certain experience, so so the net value now is not only that we'll have a movement towards first party data and zero party data to be able to accelerate what you know about a customer, but there is an opportunity also to provide speed to the conversations through activation.
I think when you talk about real time loyalty, it really doesn't matter if you know something about a customer. And then two days after they're done traveling, you have a conversation. Got it. That's a gap. So now you know if we can not only have that foundational data, but all of the IoT and other data that's relevant to where they are in their journey, and we can respond. But the richer data set that we have enables us to be responsive in the right way.
You know that might be for airlines like inflight entertainment. You've just had. A terrible flight experience, you know something happened with your lag time where you're waiting for four hours at the airport. Now in the seat back you have the opportunity to change that experience. Maybe offer them up some new experience or entertainment while they're sitting there for the next 4 hours, so the sort of. Meaning they're actually excited and feel like, oh, they know me, they realize I had this bad experience. So now I can. I can correct that that course correction is the big base.
You know, I agree with Andre loyalties as a concept is really not confined to a program, it's confined to how do you engage and interact? So for us, you know in the travel and hospitality space you know what I'd say is being able to allow customers to feel important is a foundational element to driving loyalty.
Waad: I agree, and that's definitely going to be a game changer when it comes to loyalty and generating that loyalty through these experiences. Again, I feel like I could sit here all day and chat with you about this topic. I think brands definitely need to be taking all of these factors and things that we touched on today into consideration as part of their digital strategies.
So to wrap up, I just want to say, Jen, Julie, Andre, thank you so much for joining me in this conversation.
Jen: Thanks for having us, Waad.
Julie: Thank you, it was great to spend some time with everyone today talking about Cookieless.
Andre: Thank you, thanks a lot.
Waad: Awesome, thanks everyone.