Entry Submissions Closing Date: January 31, 2021. This is not only programmatic. Biddable media, AKA paid media, bought media etc. Get in touch to find out more about our industry expertise. And on Wednesday, Havas Media was granted its wish when the agency named FreeWheel a preferred SSP partner for premium video. Stickyeyes partnered with KPMG to devise a lead generation, marketing automation and sales nurturing strategy to attract hard-to-reach C-Suite professionals at FTSE250 companies. | YouConnex is a Digital Media Marketplace with access to over 100 digital platforms. It all starts with knowing what you want to achieve. With almost every norm disrupted by COVID-19, it’s no surprise the usual shape of brand interaction has undergone dramatic change. Our in-house content team will uncover for you how leading paid search agencies,. En medio del cambiante panorama del iGaming, SOFTSWISS, una empresa de tecnología internacional, comparte un informe completo que detalla las tendencias clave que darán forma a la industria el. As a digital marketing veteran, Alex plays a lead role in client strategy and development for both national and global brands. PR & Outreach in iGaming. 15. [email protected] Audience – The total number of listeners who listen to ad-supported audio, or in plain speak, will actually hear advertisements. Small brands should take advantage of this. The Social Media Policy will outline the guidelines and use of social media platforms for BC Hockey members. According to Statista, the GGR of the betting market in Latin America is bound to reach $3. Apple’s iOS 14. WPP will. Stickyeyes |. Our multilingual teams are experienced in working with both B2C and B2B tech and software brands and at every step ensure clients. Nov 2022 - Present6 months. Por meio de descrições abrangentes e percepções de. Social media is a great way to advertise your business. The accuracy and efficiency that big data brought to our lives is now changing the landscape of media-buying. 24, 2023 /PRNewswire/ -- LegalBet Canada is excited to announce the release of a thought-provoking article, "Black Friday's Influence. Our work with some of the world’s leading international brands, covering 17 languages, earned us the award of ‘Best Digital Agency’ at the UK Search Awards, the prestigious Econsultancy. There are already more than 3,500 agencies in Leeds, and this is continuing to grow. 33x over the last three months through Google Ads campaigns. 23 billion by the end of 2016 – and that’s expected to reach £57. A. LEARNING VIEW ALL LEARNING WEBINARS. April 14, 2023. It presents an interactive environment for both individuals and brands to come and enlighten themselves on how to move forward. Far-Right Trump Admirer To Be Argentina’s Next President. At ICE, you stand to meet other gambling. The role of the Media Planner was to seek out the most relevant opportunities to reach an advertiser’s target audience through paid media. And this gives us the insights and flexibility to adapt to the rapidly shifting needs of our customers. Wrong Is Right. Google and Facebook (Meta) are perhaps the two most well-known biddable platforms whose phenomenal growth was generated through advertising revenue. An advertising campaign’s addressable audience is the total number of people that can possibly be reached, all of which match the specified targeting criteria of the campaign. Follow. 2 Water Gardens, 1st floor suite 9 Gibraltar GX11 1AA +350 200 66000 Contact us via. Our expert knowledge becomes your knowledge. At ICS we work across more than 50 countries and 100 languages and are always expanding into new territories and sectors. Create programs that commission (or commission more) based on whether an order is above a specific threshold. We work for a long time, so make sure you enjoy it and have some. At iGB, we partner with industry leaders to bring you the most insightful content in igaming. Monks is owned by London-based S 4 Capital (SFOR. TikTok’s anticipated $1 billion in 2020 revenue is a small fraction of its Chinese owner ByteDance’s overall sales. A big reason men don’t want to get married anymore seems to be the rise of gender equity. From those with a general interest in dietary wellness, nutrition and fitness through to those (like myself) who have a medical condition where low sugar items. iGaming is one of the fastest-growing industries worldwide, and its popularity has been rising consistently in the last decade. As a mentor, Ed tells young associates to “Choose a profession they love. Burnley, Padiham BB12 7NG, GB. The iGaming revolution begins: MGA Games reveals its proposals for the sector in 2024. For those that watch, follow, and/or troll my Twitter account, you’ve seen me on #ppcchat bashing things like Pmax, Auto-Apply. 5 ways to future-proof your biddable media strategy in 2021. Send me a DM to see the full job description :)The Background. 27 Oct, 2021, 08:00 ET. With this, the value proposition of a media agency has shifted to one of digital capability as a key differentiator. Growth Partners sold Centerfield Media Holdings, a technology driven end-to-end digital marketing and sales conversion business. " Entry fees: Single entries: $230; Campaign entries: $255; Non-profit: $199. Investment in this new model came at the cost. g. The Biddable Media Market In 2022. Shuttleworth Mead Business Park, Group First House, 12A Meadway. Pendragon PLC. NEW YORK, Nov. His passion and knowledge of the ever-evolving media and marketing landscapes has been his trademark in the industry. - Set-up and daily optimisation of paid app campaigns on multiple advertising channels, such as PPC, Social Media, Display and partner networks to scale app acquisition and. Skale and Cryptopia Collaborate. In this blog, we've taken a closer look at the different biddable media channels on offer, and. November 9, 2023 by Steve Adcock. MDC Partners is the latest holding company to place its programmatic, search and social talent into a team that spans across its media network, MDC Media Partners. You need a retargeting platform or tool that supports the channels that suit your audience and your goals, such as web, mobile, social media, email, or video. It is intended as a reference guide. Our advice to companies about to embark on media change and wishing to set up a. ICS-digital is an international marketing agency - global SEO, content, digital PR and link acquisition across 100+ languages & 58 countries. “I’m humbled by the opportunity to work in a wider remit to deliver real and lasting change for. Base level link acquisition - topically relevant, and locally sourced links. More jobs about video editor OR camera operator jobs in South Africa : Representative Coordinator. Our challenge was to communicate the benefits of quality sports nutrition as part of a well-rounded fitness and nutritional programme. Google Approved. The media referred to here is all-encompassing, meaning it doesn’t always include paid ads and paid content. Boston Link is an international recruitment company with offices in Malta, U. under a new framework created by a restructuring across the organization. Chicago is in a tight mayoral election centering on uncontrolled violent street crime and progressive Democratic Party resistance to upholding the law, I half expected raw and ugly race rhetoric from the candidate underperforming and under pressure. See full list on linkedin. Seeking to address the growing importance of biddable media in advertising, industry veterans John Donahue and Chris Copeland today announced the launch of Up & to the Right, a consultancy. Marketing Executive. <br><br>Having worked. A license is considered symbolic IP if it is not functional. Read More. There is no better way to kick off the year than attending one of the biggest iGaming events globally. Leeds City Council also issued a massive. Our platform offers the latest industry news, analysis, and evaluations of the best online casinos and sportsbooks. iGaming means internet gaming. I am a Senior Manager of Biddable Media at Inspire Brands, where I lead a team of seven… | Learn more about Michael J. 1. Com base em pesquisas internas e externas, o relatório abrange um espectro de tendências existentes e emergentes. Jon Kagan, Director of Search and Biddable Media at MARC USA, compared YouTube’s skippable TrueView advertising to television, pointing the cost efficiencies of YouTube including its biddable pay-only-when-played model, the ease of flighting targeted campaigns and tracking performance. Display & Programmatic Advertising; Paid Social; Comparison Shopping Service (CSS). He was sick of Junglers complaining about everything and wanted to prove how OP Jungle was. The latter is a “real-time auction” in which multiple buyers compete for impressions (views) in the different advertising spaces available. “In the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries,” OpenX said in announcing the launch initiatives. Seeking to address the growing importance of biddable media in advertising, industry veterans John Donahue and Chris Copeland today announced the launch of Up & to the Right, a consultancy. " This Roger Bacon quote reflects the power of language very well. This couldn’t be further from the truth. As Google Ads start to phase out modified broad match modifier keywords, how can you ensure your biddable media campaigns are in great shape for 2021?. These are often multi-channel campaigns, involving the full spectrum of owned, earned and paid media, across online and offline channels. Find more depositors with targeted ad buying from tier #1 content, whitelisting,. 5. Preparation: Having a plan or procedure in place, ready to deploy, should. In order to make the most of this partnership, our #WinningService campaign was devised to engage tennis fans, boost the client’s social media visibility and deliver a constant stream of engaging and creative digital content. PPC and Biddable Media in iGaming. M. Protect your license and identify where you need to focus and tighten your marketing efforts with our marketing compliance solution. Our number one focus is on people. From SEO and link acquisition to multimedia content creation, design and translation, gambling. 5x ROAS in 4 months using Paid Search and Paid Media, as well as won two Paid Media Awards UK in 2022 for 'Best Integrated Paid Media Campaign' & 'Best Use of Facebook/Instagram Ads'. The DSP must be fully transparent, starting with pricing and fees. As well as this, AI is able to process and detect. Pay-per-click advertising has changed digital marketing forever. Rise of Gender Equity. Biddable media can provide a world of benefits to your marketing efforts and is a highly effective way of driving traffic and improving conversion rates. Sarah Barker, Head of Biddable Media at Stickyeyes, shared her. Media Planner; Media Buyer; Biddable Specialist ; Ads Specialist ; ส่วนอาชีพที่อาศัยการดูภาพรวมงานโฆษณา ซึ่งจำเป็นที่จะต้องมีความรู้ด้าน Digital Advertising ด้วยได้แก่Norton Finance approached Stickyeyes looking to enhance their organic search visibility. The IAC Awards provides an opportunity to highlight your best online advertising in 97 industries and 9 online formats including, online ad, video, mobile, newsletter, email and social media. 10 Social Media Crises: The good, the bad and the ugly from Stickyeyes. Your audiences and consumers are changing how they behave, how they search, how they purchase and how they engage with brands online. We create and develop flagship brands and optimise platforms to engage, inform and entertain global audiences across the most competitive comparison markets in the world: iGaming, Sports Betting and. Having a self-serve option puts you firmly in control. Biddable Media buyer & Optimization. Investment. 25% Search Engine Optimization. Performance Marketing. Wrong Is Right. Keep Sweet: Pray and Obey. Yet, according to Campaign Asia-Pacific and Kantar’s latest diversity survey, only 48% say men and women are treated equally in their organisation, compared with 68% in 2017, and 43% believe that they are judged by race, up 20% from 2017. iGaming has gained significant popularity in. 33x over the last three months through Google Ads campaigns. Biddable Media. Gamix Digital is a trusted iGaming SEO Company & Marketing Agency. As pioneers of the Search First® methodology, Captivate is out to reshape the meaning of SEO. 10. September 1, 2023. TikTok for business, the new marketing tool available. Her experimentation means it now has internal digital teams serving 11 of its 25 markets. Partnerships can be a very powerful way to do this. The American Gaming Association’s (AGA) Responsible Gaming Statutes and Regulations Guide is a centralized collection of the statutes and regulations addressing responsible gaming in the 34 states and the District of Columbia with commercial casinos, sports betting or internet gaming as of August 31, 2022. In addition, iGaming operators working with cryptocurrencies offer the lowest commissions for depositing and withdrawing funds. Simply put, iGaming is any kind of online betting that wagers on the future outcome of a game or event. Here’s how sports leagues and teams can boost the fan experience through personalization and real-time data analytics, reveals David Ingham, a Cognizant Client Partner for Media, Entertainment. The reappointments follow a media review throughout 2021, which Mars said was a critical element of its new vision for marketing. 1 day ago · The average American home today has over 300,000 items. 73 billion by 2022. The iGM network is a dedicated programmatic media buying platform for iGaming brands. For Mars Inc, the owner of M&Ms and Pedigree, there is real value in retail media networks; the company has a strong history of using them in markets like the US and China not just as a performance tool for. Stickyeyes is an award-winning digital marketing agency that combines industry-leading insight, innovative technology and world class creative ideas. 1 day ago · Top iGaming Trends 2024. /PRNewswire/ -- Players gravitate towards a deeper sense of purpose and community fostered by in-game. April 25, 2023. Nowadays, digital world is changing faster and faster every day and an example of this growth can be noticed precisely in video posts, which has quickly become all ages favorite way of posting on social media. The Project. Centralization. As one of ICS-digital's specialist sectors, we can handle any type of iGaming campaign, working with you on a strategic level to ensure you're investing in the most cost- and ROI-effective channels for your brand. Our team of dedicated experts publishes and maintains user-friendly comparison websites in different countries and languages. 23 Nov, 2023, 08:29 ET. It includes various forms of entertainment and wagering, such as live casino games, real-money slot games, sports betting, horse race betting, and more. We come from around the world, come from a many different backgrounds and speak many languages (more than 20 between us) and we’re backed up by 54,000 like-minded colleagues around the world in the Interpublic Group. Gaming Innovation Group Inc. November 16, 2023. Amidst the evolving iGaming landscape, SOFTSWISS, an international tech company, shares a comprehensive report detailing the key trends that will shape the industry in the coming year. 4m, up from RM11. Mothershed, MBA's work experience, education, connections & more by. What is biddable media? Biddable media is any form of online media that is auctionable – in real time – and usually serves as the alternative to arranging and paying upfront for a tenancy or reservation. 2 Water Gardens, 1st floor suite 9 Gibraltar GX11 1AA +350 200 66000 Contact us via. Welcome to SiGMA the world’s premier online gambling authority. As digital assets continue to gain popularity, understanding the nuances of the crypto world is essential for geeks looking to leverage. Laura Smith. PPC and Biddable Media in iGaming. put simply is a digital marketing discipline in which you buy highly targeted ad placements in order to get. Ask yourself “why”. A survey by Aposta Hub. Understanding your customers to enhance your brand. Understanding your customers to enhance your brand. To make the conditions somewhat similar to usual teams came up with a number of methods. Find out more . Here are four key steps, which I collectively call C. Thanks to big data, the object of demand today is the target audience instead of advertising space itself. Anjouan's commitment to maintaining the highest standards. 3. Martin Calvert. The estimated size of the iGaming market, by KPMG, is 2. Question 34: “Social media is booming now, and I’ve been constantly advised to focus on building social media presence in 2020. The most alpha streamer on Twitch, Tyler1, has finally hit Challenger in every role in League of Legends. The answers aren’t so clear, because the once easy-to-see lines that separated earned and owned media have blurred. Achievable on mid-level budget. With a hugely successful brand in the hair styling market, ghd appointed Stickyeyes in 2012 to capitalise on that brand authority online. 23, 2023 /PRNewswire/ -- Players gravitate towards a deeper sense. Our expert knowledge becomes your knowledge. 1 day ago · Alors que le paysage de l'iGaming continue d'évoluer, SOFTSWISS, une société technologique internationale, publie un rapport complet détaillant les principales tendances qui façonneront l. 3. Image Credit: Shutterstock. 4 billion according to VIXIO Gambling Compliance’s study. 1. igaming marketing agencies. You'll need a budget, though, and a clear vision of the people you're looking to target and turn into customers. A millennial is considered someone born between 1981 and 1996 (between the ages of 27 and 42 in 2023), and they are not to be confused with Gen Z (individuals born between 1997 and 2012, so 26 or. 38:50 – ANZ Breakout Session featuring DV’s Country Manager for ANZ Imran Masood, Spark Foundry’s Head of Biddable Media, Gregory Cattelain; Mondelēz International’s Digital Experience Lead —JANZ, Sujen Selva. In late May, my mental health took a nosedive. July 24, 2019. Navázat spojení Alžběta Sadílková --"Žít v souladu se společností lze jenom za cenu nesouladu se sebou samým. The Anjouan iGaming license owes much of its success to the robust regulatory framework implemented by the local authorities. As 2021 looks to be the year of e-commerce, marketers may consider expanding their reach to international markets to aid distribution in key regions that are consistent with the marketers’ target audiences. AMC Networks says it has made it possible for advertisers to use programmatic tools to buy ads on AMC, WE tv and BBC America. Demand-side platforms enable media buyers to participate in the auction, and provide data tools to optimize bidding and targeting. He claimed he slept with 20,000 women, fought a cougar to death in the mountains, and shut down Magic Johnson in practice years after retiring from the NBA. Taking inspiration from Batak – a human performance training method – we created an online game that tested the reaction speeds of our players. B2C and B2B Tech, Telco & SaaS Expertise. In conclusion, iGaming SEO is a vital, intricate domain in the online gaming industry. In the current CTV landscape, buyers aren’t able to efficiently buy in biddable media. International iGaming Marketing. With over 100 years combined experience in the iGaming, sports, Esports and entertainment industries. Our campaigns surpassed all KPIs, reaching more than 3 million people and contributing to an MTV UK record. Aristocrat Leisure Limited is an ASX20 listed company and one of the world’s leading providers of gaming solutions. November 4, 2022. Digital Consultancy. It's a modification to how Google reviews and ranks the content on the web. In the future, it may be more normal for influencers to have these digital storefronts where they advertise products on behalf of marketers. Our staff is made up of iGaming professionals in CRM management, SEO, PPC, Marketing, Legal, Product, Payment, and other areas. In this blog, I will explore the strategies beauty brands can implement. The idea is usually to do 25 minutes of focused work followed by a 5-minute break. The interruption raised important questions: Would the. definition. 5 has landed, and with it comes the App Tracking Transparency (ATT) framework, set to transform the digital advertising landscape on iOS devices as we know it. 1. Another great success for Soft2Bet at SiGMA Malta show. Biddable Media Executive. YouTube remains Japan’s most popular social media service, with 71% of Japanese users saying they’d used it in the last month. Follow Us. Econsultancy would like to thank the following people for their contributions to this report: David Billings, Head of Programmatic UKI, Accenture Interactive; Sylvain Corre, Head of Biddable. With the explosion of automated trading within the display marketplace and the continued growth of pay per click on search engines like. In recent years, the world of iGaming has totally exploded, reaching a total worth of £31. In essence, iGaming refers to any form of wagering over the internet. The project. ”. The Colour Cosmetics Social Engagement Report, created by international digital marketing agency Stickyeyes, analyses the social media strategies of 20 of the UK’s most recognisable cosmetic brands including MAC, Clinique, L’Oreal, Chanel, Benefit, Estee Lauder, Clarins, Dior, Maybelline and Lancome. As part of the Digital Partnerships Team, this international outlook shapes my role in a. About us; Services. 00 CAD3 Bids. Social. IP is considered functional if it has significant standalone functionality (e. 2. In launching TV+, OpenX noted that in the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries. $150 - $199 / hr. biddable: [adjective] easily led, taught, or controlled : docile. 1 day ago · Genting Berhad posted a massive yearly profit increase in the third quarter, hitting RM177. Now, it appears TikTok is looking to further. Off-site SEO & Link Acquisition. Get in. 11. On the other hand, the woman would do all the housework — the cooking, the cleaning, the child-rearing, etc. Learn more. Other historic or “traditional” biddable media channels, such as search engine marketing (SEM), social, and programmatic demand side platform (DSP) buying, all saw media costs rise. The reason is the lack of intermediaries and decentralisation. Performance-driven leader adept at alignment across-departmental objectives to facilitate high-quality, on-time productions and long-term customer loyalty. Under Oliveira's watch the brand has in-housed biddable media, including search and social. Denzel Washington will reunite with Training Day and Equalizer director Antoine Fuqua for an untitled Netflix movie about the Carthaginian general Hannibal. Programmatic is a journey – and most advertisers need a copilot. Social media enables a range of possibilities in the way gamblers and gambling operators interact and content communicate with gambling. PPC and Biddable Media in iGaming. Offer escalating commissions based on order size. Suit 104. Ed drives the Biddable and Non-Biddable media investments for Canvas Worldwide clients. <br><br>With a. It comes in many forms and is most effective when purchased in combination with first and/or third-party data. OpenX Technologies, thee omnichannel supply-side platform, gas announced the launch of TV+, an ongoing initiative to unlock the full potential of CTV by combining the most powerful aspects of linear and programmatic buying models. Halter: Biddable media is any form of media that you're bidding on in order to secure the media. I. Understanding your customers to enhance your brand. Long answer: RTB is just one of the possible programmatic processes in which media can be bought in online advertising. With this strategy, you pay more to partners when they bring you big-spending converters. It's no surprise that he keeps rising through the ranks and is managing, shaping, and continuously growing one of the key offerings in the agency. Wilt Chamberlain didn’t trash-talk other players on the court so much as he boasted about his abilities in the media. He has 20 years experience in paid search, social media advertising, seo, affiliate marketing and content marketing. In the next twelve months we will see a shift in how we define it. Michael’s. Design, Development and UX iGaming SEO services unlock organic growth because our experts understand iGaming users, keywords universe, and search engine intent. Follow Anders on Twitter or LinkedIn“In the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries,” OpenX said in announcing the launch initiatives. Programmatic is a journey – and most advertisers need a copilot. The top 10 international Pay Per Click Industry News from September 2 to 16, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event). Who needs a DSP? Freelancers or small-sized businesses rarely use DSP. This is where media planning and media buying differ. Navázat spojení Jan Vančura. 3 MIN READ. We’ve got more than 200 of them. Part of Enova International, a prominent global lender, On Stride would bring loans of up to £5,000 over a period of up to three years to consumers who were outside mainstream lending criteria. Biddable Media is any form of media in which you use an auction-based system to purchase media inventory. You're using a bidding platform to bid like you would on the stock exchange. Ease of use, real-time reporting, campaign planning tool, and variety of targeting options are also important. 1. All good agencies need good people. 2024. I’m in charge of making sure our biddable media is well allocated to deliver on client goals. A big reason men don’t want to get married anymore seems to be the rise of gender equity. Chamberlain is one of the all-time storytellers in sports. October 26, 2023 6:03am. Real time feedback enables – and in my opinion necessitates – a high level of adaptability. Once an iPhone user installs iOS 14. This costs the legal industry $44. 23, 2023 /PRNewswire/ -- Players gravitate towards a deeper sense of purpose and community fostered by in-game competition, social interaction, and. (usually styled GiG) is an iGaming company offering cloud-based product and platform services and performance marketing to its B2B partners. 18, 2021 (GLOBE NEWSWIRE) -- Seeking to address the growing importance of biddable media in advertising, industry veterans John Donahue and Chris Copeland today announced. As third-party cookies fall by the. Leeds City Council also issued a massive. 6,500 Employees. Further, brands and agencies often pay CTV CPMs without having full transparency into what they’re buying. Image Credit: Netflix. Help company growing their online presence and needs. Unreserved Consignment Auction Dec 2, 2023. Translation and localisation of fundamental ‘money’ pages. In the past few months, mortgage balances alone increased to $12. And so digital media accountability must now move away from volume. PPC & Biddable Media ROI-Focused International PPC and Paid Media We truly understand the value that paid search, native advertising and paid social media can. These new influencer storefronts more clearly delineate between sponsored and non-sponsored content. ConversionWorks is led by founder and managing director Russell Sutton and counts. Researching where older. After our recent delve into the world of eSports and iGaming, I wanted to bring together two of my biggest passions: gaming and killer pieces of marketing. Now throw in the opportunity to reach your target audience when they’re ready to buy through automation. Top. These are often multi-channel campaigns, involving the full spectrum of owned, earned and paid media, across online and offline channels. Her experimentation means it now has internal digital teams serving 11 of its 25 markets. H. com As Google Ads start to phase out modified broad match modifier keywords, how can you ensure your biddable media campaigns are in great shape for 2021? Stickyeyes | iGaming | Life Sciences [email protected] ROAS in 4 months using Paid Search and Paid Media, as well as won two Paid Media Awards UK in 2022 for 'Best Integrated Paid Media Campaign' & 'Best Use of Facebook/Instagram Ads'. Full control of biddable media strategy and execution within the team. Friday, November 10th, 2023 – 7:44 am. Personalized vs user-generated content. Affiliate programs (for direct advertisers) Where to find quality traffic for online iGaming campaigns: Advertising networks. May 2022 - Sep 20231 year 5 months. 6 billion by 2026. But the advice they get is often too narrowly focused on tactics, like programmatic ad buying and supply-path optimization (SPO), rather than on auction dynamics across all biddable media, said Rob Norman, former chief digital officer at GroupM and a strategic advisor to Up & to the Right, a newly launched biddable media. Find the right Microsoft 365 plan for your business and get started with a one month free trial. 11. Our expert knowledge becomes your knowledge. Achievable on lower budget. As I see it, all biddable media is programmatic. So, the man of the house would be the bread earner and provider. 6m. This is especially true if you’re retargeting across biddable media. In the ever-evolving world of web development and user experience, Google is constantly striving to improve the performance and usability of websites. Ontario’s new igaming market has launched!While very few brands have taken the plunge to in-source all their biddable media activation, many more are actively considering it.