Say the biggest analytics trends to pay attention to are summit of speaking, a lot about the new capabilities of Artificial Intelligence. We need to be looking at that in terms of the inside building and how that can sort of help because obviously that will be reading data at sort of a very fast pace and being able to sort of turn out different recommendations. Things like that, I would also say consent and cookie privacy, we've seen a lot of changes, but that is going to continue to be sort of a very big, a very big point of discussion and a lot of change. And I think that challenges a lot of companies, we're all sort of moving and sort of finding our way as changes keep coming and tools are sort of adapting as they can. So I think that's going to be sort of a continuous trend and then sorry to keep repeating myself. But personalization, unification of data, I think with the cookie changes that have been happening, we do need to focus on improving our first party data offerings. I think every company does and I'm not alone in saying that our data we have strong data in different places and we absolutely have to be able to understand them together, to be able to deliver the best experiences.