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That advertisers rely - on to target their adverts. and paul will know more i about how that might affect radio listeners, but in terms of online audiences, - you know, targeting is kind of the big cash cow- for the advertising industry, i and if someone like apple says you cannot track people any more and they need to optl in to be tracked or they are going to hide ip addressesl so nobody knows wherel their users sit any more, that is a huge problem for people who rely . on advertising, including massive companies likel facebook. yes, we will move on to iain and katherine in a second, but, pa...

You know, we are not setting ourselves any sort of target and we think that this kind of leverage is quite a lot of what we do already. so it is a relatively inexpensive trial and innovation at this stage for an incredible consumer offer. so we are very confident that this will kind of fly. let me bring in iain lee and katherine boyle here, because your career kind of mirrors what we are talking about here, and, in fact, i should say for listeners, the three of us actually worked together about nine or ten years ago, where i was briefly your producer on breakfast radio, iain. we had to get up ...