johannes, or maybe rita, does anybody know how an algorithm works?n for dominique, absolutely. it's like cooking, you've got ingredients but you need a recipe and you follow the recipe. that's a very nice way of describing them. algorithm is a cooking recipe. we have got a scientist, mathematician, expert who writes algorithm like they can write poetry, in a way. you have to understand these big platforms — google, facebook, twitter — are run by algorithms. google page ranks all the websites, facebook is edge ranked with everyone on the same platform, but every profile and news feed is different due to your choice, behaviours and taste. so these mathematical environments enable the automation. what we have seen with the financial markets a few years ago is coming to the media market. so, instead of calling the bbc, calling the mail or the times to buy some advertising space, now everything is made automatically. but when it gets it right it's great, but when it gets it wrong? it does. a pair of shoes have been following me around for a very long time