{"id":33205,"date":"2022-07-28T14:57:54","date_gmt":"2022-07-28T11:57:54","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=33205"},"modified":"2024-08-05T17:26:01","modified_gmt":"2024-08-05T14:26:01","slug":"netflix-picks-microsoft-as-advertising-partner","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/netflix-picks-microsoft-as-advertising-partner\/","title":{"rendered":"Netflix Advertising: Microsoft to be New Advertising Partner"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"33205\" class=\"elementor elementor-33205\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d1d43ec elementor-widget elementor-widget-text-editor\" data-id=\"d1d43ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need to Know in Less Than 50 Words<\/span><\/h2><p><b>Here come the ads. Netflix is pairing up with Microsoft for a technology partner as the streaming giant pivots to a cheaper ad-supported tier, Netflix advertising<\/b><b style=\"letter-spacing: 0.15px;\">. Netflix has long withstood the call of putting ads on their service, but recent growing pains are forcing them to reconsider.<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83bf615 elementor-widget elementor-widget-video\" data-id=\"83bf615\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/mtVLmfBsuQs&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">Months of jockeying between Netflix, Microsoft, and Google ended recently as Netflix gifted Microsoft the final rose in its quest to deliver ads to the streaming service.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Microsoft now joins Netflix as its \u201cglobal advertising technology and sales partner\u201d to help the service create the necessary tech infrastructure for a long-rumored ad-supported tier. The introduction of Netflix ads marks a significant shift in the company\u2019s strategy as it looks to generate revenue from a new source.<\/span><\/p><p><span style=\"font-weight: 400;\">Netflix\u2019s chief operating officer believes that Microsoft has shown itself to be a good option for supporting its advertising needs. Their history and track record indicate that the partnership will give users the privacy protections they desire and the flexibility required for ongoing innovation.<\/span><\/p><p><span style=\"font-weight: 400;\">Microsoft praised the partnership in <\/span><a href=\"https:\/\/blogs.microsoft.com\/blog\/2022\/07\/13\/netflix-names-microsoft-as-partner-for-new-consumer-subscription-plan\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">their statement<\/span><\/a><span style=\"font-weight: 400;\"> as well. In addition to consumers having more options for the content Netflix provides, the partnership will also benefit marketers. Thanks to Netflix&#8217;s platform, those seeking to use Microsoft for their advertising will now have a broader audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Netflix has not yet revealed the pricing details for the new ad-supported tier, but it has pledged it will be less than the current $15.49 a month plan. However, the company did reveal that a \u201cvast majority\u201d of its content would be available with the ad-supported tier.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5ccb74 elementor-widget elementor-widget-template\" data-id=\"c5ccb74\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">Netflix has long withstood the call of putting ads on their service, but recent growing pains are forcing them to reconsider.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e75a92 elementor-widget elementor-widget-text-editor\" data-id=\"7e75a92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Recent Netflix Woes Are Behind Push for Ads\u00a0<\/span><\/h3><p><span style=\"font-weight: 400;\">Netflix made an effort to stay away from ad-supported models until recently. However, the stock prices dropped due to subscriber losses and growth concerns. The company has also raised streaming service prices in the past several years.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The actions have compelled the business to think about an ad-supported business model to help stem the flow of members quitting the site.<\/span><\/p><p><span style=\"font-weight: 400;\">In April, Netflix announced an ad-supported tier but stopped short of saying when it would launch. Instead, the company chose a nebulous \u201cearly 2023\u201d timeline for the service\u2019s launch date.\u00a0<\/span><\/p><p>As Netflix ads become a reality, the company hopes to mitigate subscriber losses and stabilize its stock prices.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/33205#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5d9c6f elementor-widget elementor-widget-text-editor\" data-id=\"c5d9c6f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Consumers Are Not Bothered By Ad-Supported Tiers\u00a0<\/span><\/h3><p><span style=\"font-weight: 400;\">In a new study, almost <\/span><a href=\"https:\/\/www.adcore.com\/blog\/study-says-ctv-viewers-prefer-more-ads-over-lower-rates-for-streaming-services\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">3,000 LG smart TV users<\/span><\/a><span style=\"font-weight: 400;\"> in the US polled by a healthcare advertising technology business showed that 64 percent of users preferred adverts over paying more for streaming.<\/span><\/p><p><span style=\"font-weight: 400;\">Instead of boosting fees for people on a tight budget, several popular streaming services have already switched to an ad-supported model.<\/span><\/p><p><span style=\"font-weight: 400;\">Several services, like Discovery+, Peacock, Paramount+, HBO Max, and Hulu, offer ad-supported tiers rather than charging them more. In addition, the advertisements are targeted and shorter than a typical 30-second TV ad based on internet watching patterns.<\/span><\/p><p><span style=\"font-weight: 400;\">Customers can choose between an ad-supported tier on Hulu for $6.99 per month and an ad-free tier for $12.99 per month. In addition,\u00a0 HBO Max has recently launched a $9.99 per month ad-supported option for members.<\/span><\/p><p><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/adage.com\/article\/media\/netflix-picks-microsoft-advertising-partner\/2423261\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AdAge<\/span><\/a><\/p><h3><span style=\"font-weight: 400;\">Ready to join the fray?<\/span><\/h3><p>Netflix advertising is already bringing in higher revenue per viewer than any other streaming service. Ready to harness this immense potential? <a href=\"https:\/\/lps.adcore.com\/netflix-guide-free-download\/?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=Netflix-Ads&amp;utm_id=Netflix+Ads\" target=\"_blank\" rel=\"noopener\">Download our expert guide to Netflix advertising<\/a> today and start off on the right foot.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Here come the ads. Netflix is pairing up with Microsoft for a technology partner as the streaming giant pivots to a cheaper ad-supported tier, Netflix advertising. Netflix has long withstood the call of putting ads on their service, but recent&#8230;<\/p>\n","protected":false},"author":21,"featured_media":33206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/","category_name":"Ad Platforms"},{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-news\/","category_name":"Marketing News"},{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/microsoft-ads\/","category_name":"Microsoft Ads"}],"tags":[],"authors":[296],"article_types":[180],"staff_picks":[],"promotions":[415],"class_list":["post-33205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-platforms","category-all","category-marketing","category-marketing-news","category-microsoft-ads","authors-gabriala-ash","article_types-news","promotions-netflix-guide"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=33205"}],"version-history":[{"count":33,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33205\/revisions"}],"predecessor-version":[{"id":40711,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33205\/revisions\/40711"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/33206"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=33205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=33205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=33205"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=33205"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=33205"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=33205"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=33205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}