Hi, again, I'm Chris Vargo and I am one of your Instructors here in the Digital Advertising Coursera. My name is Jonathan Holston and a few years ago I was part of the founding team of TravelPony.com, which was a hospitality startup that use native advertising pretty significantly to launch it really from the ground up. So let's go back to the early days of TravelPony, you did a lot of things from a marketing perspective. It seems like native was one of the more effective strategies when you take a step back and just take a look and look at the whole picture. Why do you think that was? I think that Native was so effective for us because it gave us something that no other advertising platform could give us and that was credibility. I think trust is a big part of transacting especially online, and for a brand new company that has no reputation and charges thousands of dollars for vacations, it's hard to trust that without knowing anything about them and if there's somebody else telling a customer or potential customer that, "Hey, this is an actually a pretty good site and we trust it. Then it adds some credibility instantly to your portfolio." So there are specific things that you thought about, are we going to stay ethical by making sure we never do X, Y and Z? Yeah. I think that was really good, and I'd say that we didn't have pillars per say that said, hey, this that, and the other thing are definitely out of the realm of what we do here. But I would say that what was nice about the seeding strategy was that typically bloggers would allow you to read a draft before it went out and there were a couple of times where maybe they didn't have the disclaimer, where they weren't being fully truthful about that particular friction during the experience, or something like that that we're able to check in on. So I'd say that, look, our general rule of thumb is that you want to look back and say if anybody asks you about it be able to defend that particular decision. So are there any downsides or risks associated with using this type of technique, was there anything that you saw as potential risks or any risks that you saw there were actualized? Yeah. I do want to go back to the ethical challenges that you face there. I think that there were some times where bloggers would maybe take this as an opportunity to really be all about TravelPony. That's not what we're looking for either. We wanted a very authentic type of review that somebody out there would read and said, "Oh, I can trust this." If it looks very canned, it's probably a very canned response and that wasn't effective force either. Yes, it's too good to be true. It's too good to be true. Yeah. So that in the data of itself, a reader could even slightly be critical could be perceived as much more credible. Yeah. I think at the end of day, we had some very good success in seeding. But also, when we look back at it, it really the organic articles that were very truthful, but were very effective if not more effective.