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Yahoo Rises from the Digital Ashes: An AI Comeback Tale
Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an
AI-powered suite that’s redefining the landscape of digital advertising.
Rewinding to the dawn of the internet age, Yahoo emerged as a trailblazer, a digital beacon guiding millions through the nascent World Wide Web. It was more than a search engine or an email service; it was a gateway to the wonders of the online world. Yet, as the years rolled by and the internet landscape evolved, Yahoo seemed to recede into the background,
overshadowed by newer, flashier tech marvels, and frankly some really bad buying decisions in the adtech world. However, the story of Yahoo is one of resilience and reinvention. In an era where AI is reshaping industries, Yahoo has resurfaced, not just to join the AI bandwagon but to lead it in the realm of digital advertising. The centerpiece of this resurgence is Yahoo Blueprint, a suite that harnesses AI to offer a transformative experience in media
buying. Elizabeth Herbst-Brady, Yahoo’s Chief Revenue Officer, captures the essence of this transformation. She notes, “What sets our AI suite apart is the vast scale of proprietary data we tap into before considering third-party or customer first-party data. In introducing Yahoo Blueprint, we are now allowing advertisers to capitalize on Yahoo’s extensive history of machine learning and data-driven decision-making in a new and accessible way.” This strategic pivot is not merely about adopting AI; it’s about integrating Yahoo’s rich legacy with the cutting-edge capabilities of AI. By leveraging the vast pool of over 335 million logged-in Yahoo users, the company is offering advertisers an unparalleled resource for targeted, efficient, and effective advertising campaigns. Adam Roodman, SVP of Product Strategy and Management at Yahoo, sheds light on the revolutionary aspects of Yahoo Blueprint. He
explains, “AI is revolutionizing digital advertising, and Yahoo has been at the forefront of AI-powered advertising for decades. Yahoo Blueprint is a just-launched AI engine that makes buying in the Yahoo DSP easier, faster, and more effective.” This statement underscores Yahoo’s commitment to not only embracing AI but also advancing it in the realm of digital advertising. The capabilities of Yahoo Blueprint are extensive and innovative. The suite features
AI-driven insights and recommendations, precision in bidding and forecasting, and powerful audience insight tools that leverage Yahoo’s proprietary data along with third-party and advertiser first-party data. It’s a comprehensive toolkit designed not just to keep pace with the evolving digital advertising landscape but to set new standards. The impact of Yahoo Blueprint on the industry is already becoming evident. Agencies like Red Moon Marketing are reporting
significant efficiency gains, while Pat Fitzell from Novus Media highlights the real-world impact of the suite, saying, “Yahoo Blueprint makes AI tangible, actionable, and accessible, and delivers real-world impact. It allows us to quickly identify which components need adjustment and optimization in real-time. From campaign planning to reporting, Yahoo Blueprint truly empowers us to stay ahead and maximize our ad performance.” Delving deeper into Yahoo Blueprint’s
offerings, we find an array of features that exemplify Yahoo’s AI prowess. The first phase of capabilities includes innovative data visualizations, Omniscope for advanced algorithmic forecasting, Audience Insights for in-depth campaign analysis, Predictive Audiences for targeting potential customers, and Customer Value Optimization for maximizing advertiser ROI. Each component is a cog in a well-oiled machine, working in harmony to provide a seamless and effective advertising experience. Adam Roodman’s leadership in overseeing the product vision, strategy, and execution for the Yahoo DSP is pivotal in this transformation. His experience and foresight have been instrumental in steering Yahoo’s advertising business towards this new era of AI-driven innovation. With a rich background in sales and product management across renowned advertising brands, Roodman brings a depth of understanding and a visionary approach to the Yahoo DSP. Yahoo’s journey, from a digital pioneer to a player in the AI revolution, is not just a comeback story; it’s a narrative of a company that refused to remain static, a company that embraced change and innovation to reclaim its place in the digital world. In this dance of technology and innovation, Yahoo is not just following the rhythm; it is creating its own music, harmonizing its rich legacy with the transformative power of AI. The launch of Yahoo Blueprint is not merely a product
rollout; it’s a statement of intent, a declaration that Yahoo is here not just to participate but to lead in the AI-driven future of digital advertising. As we watch this remarkable turnaround, one thing is clear: the Yahoo story is far from over; in fact, a new, exciting chapter is just beginning.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
In the tech world's latest legal drama 🎭, Etsy, eBay, and Yelp are joining forces to challenge Florida and Texas laws that put the squeeze on content moderation 🤐. Imagine a world where Etsy can't say no to “I ♥ Hitler” merch - that's the kind of absurdity they're fighting against 🛑. They're basically telling the Supreme Court, "Hey, free speech is great and all, but
don't make us sell or showcase stuff we really don't want to" 🗣️🚫. Yelp chimes in, worried they might have to let unreliable reviews slide under these laws 📉. The laws in question? They're all about stopping big tech from playing favorites with user content, especially if it smells of conservative bias 🇺🇸💻. But Etsy and pals are like, "Hang on, this could get out of hand and affect even the little guys" 🧐. They're standing their ground, saying content moderation is key to keeping their
platforms clean and friendly 🧼🌐. Meanwhile, Texas and Florida are gearing up for their counter-argument next month. It's shaping up to be a high-stakes battle for the soul of online speech 🥊💬.
Disney is shaking up the streaming world 🌍📺 by rolling out "Hulu on Disney+," a mash-up more epic than a superhero crossover! It's like Disney decided to throw a house party 🎉 and invited Hulu to crash with its
own flashy room. Subscribers can now mix and match their binge-watching menu, whether they're craving a Disney+ original, a Marvel adventure, or Hulu's spicy dramas 🎬🍿. This move is like a dream come true for advertisers, offering a buffet of ad spaces 📈💰. Bob Iger, Disney's head honcho, is like a proud chef serving up this streaming feast, boasting about increased engagement and juicier margins 🍽️🤑. And let's not forget Disney's $8.6 billion splurge to fully own Hulu - talk about putting
your money where your mouse is! 🐭💸
🚀🎮 "Lego Fortnite" is here! A groundbreaking collaboration between Lego and Epic Games, this game ups the ante with a gigantic digital world, 20 times larger than "Fortnite: Battle Royale." 🌍 Imagine building with 10,000 digital Lego bricks! 🧱 Lego's not just playing games; they've been mastering this since '97 with hits like "Lego
Star Wars." 💫 With this Epic (Games) partnership, they're leveling up, merging Lego's building blocks with Fortnite's gaming giant. It's like mixing peanut butter with chocolate - a delicious combo for gamers and Lego lovers alike! 🎉💻🤖 🚀 Verizon's masterstroke in the streaming wars: a $10/month deal for Netflix and Max, but with a twist – it's ad-supported! 📺 It's a bold move in the "Great Rebundling"
saga, as mobile carriers (with their mammoth subscriber numbers) are giving traditional MVPDs a run for their money. 🏃♂️💨 The plan? Bundle streaming with other services like 5G broadband. 🌐 It's a clever "pay-less-and-watch-ads" strategy that could make ad-supported tiers the new norm, shaking up the streaming landscape. 🤔💡 For competitors, it's time to rethink strategies and possibly embrace the ad-loving bundle train. 🚂🌍 (ALAN WOLK)
🚀
Atlas Creative dives into the Roblox realm, led by new director Alex Graham-Watson, signaling a big shift in the metaverse brand game! 🎮 This strategic move, aiming to create immersive worlds for brands in Roblox, challenges Fortnite's market position. With Roblox's robust brand ecosystem and Atlas's expertise in creating virtual experiences, they're set to capitalize on the platform's higher brand activation rate and user engagement. 🌐 It's a smart play, potentially inspiring more
Fortnite studios to follow suit, as the race to dominate the metaverse heats up. 🔥🌟 (DIGIDAY)
🚀 Google's on a spree! GA4's got a refresh with a 28-day data window and strict event data retention; watch your analytics! 📊 Real-time review updates in multiple languages mean quicker ranking changes. 🔄 2024 brings AdMob's programmatic bidding, but mind the cookie consent! 🍪 And crypto advertisers, mark Jan 29 for mandatory US certification. 📜
Google's keeping us on our toes! 🕺💻
🚀 Meta's AI adventure is a mixed bag! They're launching cool AI tools for better mobile interactions and integrated Facebook and Instagram features, plus a safety initiative, Purple Llama. 🛡️ But, their Imagine image generator can't quite keep up with the likes of Dall-E. 😕 Meanwhile, Google's Gemini Pro faces backlash over performance issues and allegations of a misleading demo, reminding us that AI's
road to perfection is still filled with bumps. 🤔💻🚧
🤝📱 Meta teams up with Dentsu for a WhatsApp upgrade! Dentsu, with its savvy customer-experience arm Merkle, is now the go-to for WhatsApp Business in the UK. They're offering a full package: account management, analytics, and optimization tools. This move taps into the huge base of 200M+ monthly WhatsApp Business users globally. Since its 2018 launch, the
app's been a hit for small businesses to chat in real-time with customers, offering deals and updates. A Meta study reveals a whopping 75% of adults prefer messaging businesses like friends. Dentsu's plan? Blend AI advancements with Meta's apps for innovative media and brand activation solutions. And guess what? Dentsu is the first global agency network to bag the title of WhatsApp Business Solution Provider. Angela Tangas of Dentsu highlights the trend towards easy, conversational
customer-brand interactions, aiming to deepen customer engagement through this integration. 💬🚀 #WhatsAppBusinessEvolution #DentsuMetaPartnership #ConversationalMarketingBoost
🚀📧 esbconnect boosts its team with a new star player! Ross Lafayette, a former pro footballer turned adtech expert, joins as Sales and Partnerships Director. He's bringing his digital solution
skills to help UK's top brands with first-party data strategies. This move comes as esbconnect, known for its data-driven email marketing, gears up for growth post-management buyout. They're already big in the game, managing campaigns for 600+ clients with a massive UK email database. In this cookie-less world, email's becoming the MVP of customer data. CEO Suzanna Chaplin is excited about Ross turning client needs into wins. He's got a cool background too, balancing a 15-year adtech career with
scoring goals in football! At esbconnect, he'll be helping clients like HelloFresh and Ted Baker to connect with customers across devices using their cutting-edge platform. Here's to Ross scoring big in the digital marketing league! ⚽️💼 #RossLafayetteJoinsEsbconnect #DataDrivenMarketing #EmailMarketingGoals 🎬📺 Warner Bros. Discovery and Amazon's Freevee join forces! They're adding 37 new free, ad-supported streaming channels (FAST) to Freevee.
Today, 16 channels like CNN Headlines and Warner Bros. TV - Generation Drama go live, with more coming in 2024. This expansion builds on a previous deal, boosting Freevee's FAST channel count by 75% in 2023. Amazon's Freevee, evolving from IMDb Freedive to IMDb TV, has grown rapidly in content since its 2019 launch. Meanwhile, WBD, despite facing challenges like a recent subscriber loss and a stock drop, continues to push its licensing agenda, even offering HBO hits like “Westworld” to
other FAST services. However, licensing revenue dipped recently, and the future is uncertain with the ad market's unpredictability. Still, WBD CFO Gunnar Wiedenfels sees potential in their expansive library for licensing. As the streaming world evolves, consumers are demanding quality over quantity, despite rising subscription costs. WBD and Amazon are adapting, aiming to meet these shifting viewer preferences. 🌐💼 #WarnerBrosDiscoveryFreeveeExpansion #StreamingStrategy
#AdSupportedTVGrowth
Yahoo is diving headfirst into AI with Blueprint, its new DSP feature for ad optimization. 🚀🎯 It's all about crunching first-party data and email-based insights to make campaigns smarter and more effective. Yahoo, waving goodbye to its SSP, is now all in on helping advertisers hit their targets with less grunt work and more AI magic. 💻🔮 Blueprint's not just about suggestions; it's about
giving advertisers the power to choose smarter strategies while keeping an eye on privacy concerns and transparency. In the digital marketing world, it seems Yahoo is keen to be both the brainy geek and the cool kid on the block. 🧠😎 It's trend report time! 📊🌟 First up, TikTok: the king of short-form videos predicts 2024 will be all about curiosity, unique storytelling, and building trust. Brands, get creative and
transparent to win hearts! 💃🎥 Next, Pinterest is vibing with a mix of old and new in fashion and decor, thrifty DIYs, and... jellyfish? 🎨🏡 And on Reddit, with 70M daily users, subreddits like r/amitheasshole, r/mildlyinfuriating, and r/popculturechat are the hot spots. Plus, a big thumbs-up for AI discussions. If you're AI-savvy, Reddit might just be your new playground. 🤖💬 So, whether you're a TikTok trailblazer, a Pinterest pioneer, or a Reddit raconteur, there's a trend for you
to lead in 2024! 🚀🌍 Publicis Media's Zenith has gone low-key 🤫 with its latest global ad forecast update, trimming its 2024 growth prediction to +5.3% 📉 from an earlier +6.9%. This subtle revision, shared quietly on its website 🌐, contrasts with the usual December fanfare 🎉. Meanwhile, Zenith's 2023 outlook remains steady at 4.4% 📊. Interestingly, while skipping a fresh U.S. forecast, they're more optimistic
about the Americas overall, predicting a 5.7% bump, a leap from North America's 4.3% forecast in June 🌎. This comes just after similar updates from IPG Mediabrands Magna and WPP’s GroupM 📺.
🥤🤖 Coca-Cola, riding the generative AI wave, has emerged as a trailblazer among consumer brands. In collaboration with Bain & Company and OpenAI, Coke launched the "Create Real Magic"
platform and embraced AI across digital and experiential channels, including a buzzworthy Las Vegas Sphere campaign. 🎄 Their Christmas campaign, "the world needs more Santas," resulted from these AI-driven efforts, offering people-friendly, engaging platforms for creating personalized Christmas cards. Coca-Cola's AI journey extends to their internal processes and marketing strategies, notably with the launch of the AI-assisted Y3000 flavor, demonstrating how generative AI can offer
personalized, scalable consumer experiences while honoring the brand's longstanding values. 🚀🌐 🌆📱 Downtown Baltimore is lighting up with innovation! The Downtown Partnership of Baltimore has spearheaded the installation of digital billboards on two buildings at Lombard and Charles streets. These aren't just any billboards; they're a beacon of revitalization and hope for the city. 🎨🏙️ Amy Jordan, the property manager of 36 S.
Charles St., sees these billboards as a symbol of Baltimore's reset, showcasing local businesses, artists, and big events. With partnerships from Orange Barrel Media and Capitol Outdoor Media, these digital displays are more than just advertising tools; they're a statement of urban rejuvenation. Shelonda Stokes, the Downtown Partnership president, envisions these billboards as a key strategy in attracting major events like the World Cup and Super Bowl to Baltimore. By summer, 11 digital
billboards will light up the city, reflecting hope and progress in Charm City! 💡✨
🗞️👩⚖️ The Spanish Information Media Association, representing titans like El País and El Mundo, has thrown a legal gauntlet at Meta, seeking a hefty 550 million euros! They're accusing Meta of playing fast and loose with EU data protection laws, saying "¡Basta ya!" (enough already) to Meta's ad profiling antics. Meta's
response? A digital "🤷♂️," having not yet peeked at the lawsuit. Meanwhile, the association's rallying cry is for advertisers to jump ship to more data-respectful media, as they seek to clip Meta's digital wings and champion "democratic quality" in Spain. 🇪🇸💻🏛️ 📊🚀 "Everything old is new again, but with a high-tech twist!" says the OAAA, giving a hat-tip to AI and machine learning for making Media Mix Modeling (MMM) the new/old darling in
advertising. 🌟💡 Anna Bager, the CEO who probably loves pie charts as much as real pie, suggests cranking up Out-of-Home (OOH) advertising budgets for better brand buzz. 📈🎯 According to their time-traveling data analysis (2017-2022), bumping up OOH spend is like adding extra hot sauce to your marketing strategy: it just makes everything better! 🌶️💰
📲🚀 Meta's new kid on the block, Threads, is zooming past
X (aka the app formerly known as Twitter) in the app download race! 🏎️💨 According to Apptopia, Threads is getting all the love with a whopping 41 million downloads, overshadowing X's 27 million since September. 🌍📈 The twist? Most of Threads' fans are from India, not the U.S.! 🇮🇳🌟 Meanwhile, X is experiencing a bit of an identity crisis and a not-so-warm reception post-rebranding, dropping from a top app to "where did it go?" in the rankings. 📉😕 As advertisers give X the cold
shoulder, all eyes are on Threads to see if it becomes the new advertising sweetheart once Meta rolls out the red carpet for ads. 🌟🤔 📰🤔 Meta's Threads, the newbie rival to X (formerly Twitter), is getting a cautious side-eye from news publishers. 🧐📉 Despite seeing some engagement growth, big names like The Boston Globe, CNN, and The New York Times are playing it cool, not ready to dive in just yet. 🏊♂️🚫 They're all about "show me the
data," but Threads is keeping its cards close, offering limited metrics. 📊🙈 Meanwhile, the BBC and the Guardian U.S. are hitting pause, questioning if Threads is worth the hustle. 🛑🤷♂️ With the 2024 election cycle looming, newsrooms are wondering: Will Threads be the next big thing for breaking news, or just another platform in the social media sea? 🌊🔍 Meta's pushing forward, planning to launch Threads in Europe, but will news orgs bite? 🌍🎣 Only time will tell if Threads will weave its
way into the heart of news distribution. ⏰❤️ (Digiday)
Magna, part of IPG Mediabrands, just updated its U.S. ad spending forecast, giving it a slight boost for 2023 and 2024 📈. Despite a sharp drop from its initial 2022 prediction, the outlook has been on the upswing since hitting a low in mid-2023. The revised figures, including cyclical events like politics and
the Olympics, show a 5.4% rise in 2023 and a 5.9% increase in 2024 🎉. Ex-cyclical estimates mirror this upward trend. Magna leads the Big 4 holding companies in releasing these numbers, with others soon to follow. Their optimism is echoed by ex-Magna and GroupM forecaster Brian Wieser, who also sees a brightening ad economy. According to Magna, this rebound is driven by a second-half surge in 2023, easier comparisons year-over-year, and a stabilizing economy. Notably, pure-play digital
advertising is thriving with double-digit growth, while traditional media faces a 4% dip in ad spending 💻📉.
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Billion-Dollar Blindspots: The ANA Report’s Eye-Opening Revelations In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood
intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023. It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head. READ MORE
Roblox Roulette: Why Some Brands Win, and Others Just Lose A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led
many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE
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OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the
first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity. READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in the world of advertising technology (AdTech). This burgeoning field, a
confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to mesmerize their audience while preserving their privacy. We’ve talked about
this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious
industry currents that shape its destiny. READ MORE NOW
Gram Glam: Unpacking Instagram's Shopping Bag of Tricks In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the cyber Shangri-La for shoppers, a dream woven into the fabric of the
digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight instruments? A plethora of data points that tell you who’s eyeballing your ads
and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home? Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for
data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as broadcast reach was highly concentrated. With limited channels and the
Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly). Wrong Way Fast forward to the Internet era. The data hustlers had a new war cry: creative/schmeative! READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS? Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant, with tech titans and data brokers waving the banners high for data
protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears. READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background, anchoring households to one shared reality: the televised
world. There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind,
once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
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