We've been following closely the recent press about Thor, the television industry's collaborative effort to properly attribute business outcomes to exposure to ads on TV. We enthusiastically support this ambitious endeavor because we're here to tell you that TV advertising works! How do we know? Since Hulu is a TV platform delivered digitally, we are able to directly link exposure to ads on Hulu to an advertiser's KPIs. What we've demonstrated is that TV advertising works at driving both upper and lower funnel marketing metrics.