and we're seeing -- adblock has been around for a long time. and it's been particularly prevalent in europe, more wired, web based servicing, they've been using adblocking for some time and there has been some impact. here there is a lot of uproar about what happened when ios 9 came out. is this going to cause publishers to lose money. the answer has been no, it hasn't had a huge effect. >> why not? >> how is that possible? >> a couple of reasons so far. one, it's really just focused on predominantly the web-based environment. so the mobile web and not applications. and the vast majority of time, over 85% of time is spent in mobile applications. >> even reading news, though? >> i think from what we see in terms of the amount of ad dollars and ads spend. >> the adblockers can't get into nyt now app. >> there is rumors of apps being launched and trying to do it and even within the am store and google. but what we're seeing is that's not happening very much. so i think the reality is that it could have a big impact down the line. not in the short