Global Ad Experience Platform Market Research Report with Opportunities and Strategies to Boost Growth- Impact and Recovery

  • Report Code : MAI2371370
  • Published On: Jun, 2021
  • Category : IT & Telecom
  • Pages : 117
  • Ad Experience Platform empowers marketers and agencies to produce, personalize, serve, and optimize digital ad creatives to drive twice the customers and double the brand impact from the ad impressions they are already buying.

    Based on the Ad Experience Platform market development status, competitive landscape and development model in different regions of the world, this report is dedicated to providing niche markets, potential risks and comprehensive competitive strategy analysis in different fields. From the competitive advantages of different types of products and services, the development opportunities and consumption characteristics and structure analysis of the downstream application fields are all analyzed in detail. To Boost Growth during the epidemic era, this report analyzes in detail for the potential risks and opportunities which can be focused on.


    In Chapter 2.4 of the report, we share our perspectives for the impact of COVID-19 from the long and short term.

    In chapter 3.4, we provide the influence of the crisis on the industry chain, especially for marketing channels.

    In chapters 8-13, we update the timely industry economic revitalization plan of the country-wise government.


    Key players in the global Ad Experience Platform market covered in Chapter 5:

    InMobi

    Sprinklr

    Thunder

    Adobe

    Undertone

    Outbrain

    Advangelists

    FunMobility

    RevJet


    In Chapter 6, on the basis of types, the Ad Experience Platform market from 2015 to 2025 is primarily split into:

    Cloud Based

    Web Based


    In Chapter 7, on the basis of applications, the Ad Experience Platform market from 2015 to 2025 covers:

    Large Enterprises

    Small and Middle Enterprises


    Geographically, the detailed analysis of consumption, revenue, market share and growth rate, historic and forecast (2015-2025) of the following regions are covered in Chapter 8-13:

    North America (Covered in Chapter 9)

    United States

    Canada

    Mexico

    Europe (Covered in Chapter 10)

    Germany

    UK

    France

    Italy

    Spain

    Russia

    Others

    Asia-Pacific (Covered in Chapter 11)

    China

    Japan

    South Korea

    Australia

    India

    South America (Covered in Chapter 12)

    Brazil

    Argentina

    Columbia

    Middle East and Africa (Covered in Chapter 13)

    UAE

    Egypt

    South Africa


    Years considered for this report:

    Historical Years: 2015-2019

    Base Year: 2019

    Estimated Year: 2020

    Forecast Period: 2020-2025

     

  • With tables and figures helping analyze worldwide Global Ad Experience Platform market, this research provides key statistics on the state of the industry and is a valuable source of guidance and direction for companies and individuals interested in the market.

    Table of Content

    1 Market Overview

    1.1 Product Definition and Market Characteristics

    1.2 Global Ad Experience Platform Market Size

    1.3 Market Segmentation

    1.4 Global Macroeconomic Analysis

    1.5 SWOT Analysis


    2. Market Dynamics

    2.1 Market Drivers

    2.2 Market Constraints and Challenges

    2.3 Emerging Market Trends

    2.4 Impact of COVID-19

    2.4.1 Short-term Impact
    2.4.2 Long-term Impact

    3 Associated Industry Assessment

    3.1 Supply Chain Analysis

    3.2 Industry Active Participants

    3.2.1 Suppliers of Raw Materials
    3.2.2 Key Distributors/Retailers

    3.3 Alternative Analysis

    3.4 The Impact of Covid-19 From the Perspective of Industry Chain


    4 Market Competitive Landscape

    4.1 Industry Leading Players

    4.2 Industry News

    4.2.1 Key Product Launch News
    4.2.2 M&A and Expansion Plans

    5 Analysis of Leading Companies

    5.1 InMobi

    5.1.1 InMobi Company Profile
    5.1.2 InMobi Business Overview
    5.1.3 InMobi Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.1.4 InMobi Ad Experience Platform Products Introduction

    5.2 Sprinklr

    5.2.1 Sprinklr Company Profile
    5.2.2 Sprinklr Business Overview
    5.2.3 Sprinklr Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.2.4 Sprinklr Ad Experience Platform Products Introduction

    5.3 Thunder

    5.3.1 Thunder Company Profile
    5.3.2 Thunder Business Overview
    5.3.3 Thunder Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.3.4 Thunder Ad Experience Platform Products Introduction

    5.4 Adobe

    5.4.1 Adobe Company Profile
    5.4.2 Adobe Business Overview
    5.4.3 Adobe Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.4.4 Adobe Ad Experience Platform Products Introduction

    5.5 Undertone

    5.5.1 Undertone Company Profile
    5.5.2 Undertone Business Overview
    5.5.3 Undertone Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.5.4 Undertone Ad Experience Platform Products Introduction

    5.6 Outbrain

    5.6.1 Outbrain Company Profile
    5.6.2 Outbrain Business Overview
    5.6.3 Outbrain Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.6.4 Outbrain Ad Experience Platform Products Introduction
    5.7 Advangelists
    5.7.1 Advangelists Company Profile
    5.7.2 Advangelists Business Overview
    5.7.3 Advangelists Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.7.4 Advangelists Ad Experience Platform Products Introduction
    5.8 FunMobility
    5.8.1 FunMobility Company Profile
    5.8.2 FunMobility Business Overview
    5.8.3 FunMobility Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.8.4 FunMobility Ad Experience Platform Products Introduction
    5.9 RevJet
    5.9.1 RevJet Company Profile
    5.9.2 RevJet Business Overview
    5.9.3 RevJet Ad Experience Platform Sales, Revenue, Average Selling Price and Gross Margin (2015-2020)
    5.9.4 RevJet Ad Experience Platform Products Introduction

    6 Market Analysis and Forecast, By Product Types

    6.1 Global Ad Experience Platform Sales, Revenue and Market Share by Types (2015-2020)

    6.1.1 Global Ad Experience Platform Sales and Market Share by Types (2015-2020)
    6.1.2 Global Ad Experience Platform Revenue and Market Share by Types (2015-2020)
    6.1.3 Global Ad Experience Platform Price by Types (2015-2020)

    6.2 Global Ad Experience Platform Market Forecast by Types (2020-2025)

    6.2.1 Global Ad Experience Platform Market Forecast Sales and Market Share by Types (2020-2025)
    6.2.2 Global Ad Experience Platform Market Forecast Revenue and Market Share by Types (2020-2025)

    6.3 Global Ad Experience Platform Sales, Price and Growth Rate by Types (2015-2020)

    6.3.1 Global Ad Experience Platform Sales, Price and Growth Rate of Cloud Based
    6.3.2 Global Ad Experience Platform Sales, Price and Growth Rate of Web Based

    6.4 Global Ad Experience Platform Market Revenue and Sales Forecast, by Types (2020-2025)

    6.4.1 Cloud Based Market Revenue and Sales Forecast (2020-2025)
    6.4.2 Web Based Market Revenue and Sales Forecast (2020-2025)

    7 Market Analysis and Forecast, By Applications

    7.1 Global Ad Experience Platform Sales, Revenue and Market Share by Applications (2015-2020)

    7.1.1 Global Ad Experience Platform Sales and Market Share by Applications (2015-2020)
    7.1.2 Global Ad Experience Platform Revenue and Market Share by Applications (2015-2020)

    7.2 Global Ad Experience Platform Market Forecast by Applications (2020-2025)

    7.2.1 Global Ad Experience Platform Market Forecast Sales and Market Share by Applications (2020-2025)
    7.2.2 Global Ad Experience Platform Market Forecast Revenue and Market Share by Applications (2020-2025)

    7.3 Global Revenue, Sales and Growth Rate by Applications (2015-2020)

    7.3.1 Global Ad Experience Platform Revenue, Sales and Growth Rate of Large Enterprises (2015-2020)
    7.3.2 Global Ad Experience Platform Revenue, Sales and Growth Rate of Small and Middle Enterprises (2015-2020)

    7.4 Global Ad Experience Platform Market Revenue and Sales Forecast, by Applications (2020-2025)

    7.4.1 Large Enterprises Market Revenue and Sales Forecast (2020-2025)
    7.4.2 Small and Middle Enterprises Market Revenue and Sales Forecast (2020-2025)

    8 Market Analysis and Forecast, By Regions

    8.1 Global Ad Experience Platform Sales by Regions (2015-2020)

    8.2 Global Ad Experience Platform Market Revenue by Regions (2015-2020)

    8.3 Global Ad Experience Platform Market Forecast by Regions (2020-2025)


    9 North America Ad Experience Platform Market Analysis

    9.1 Market Overview and Prospect Analysis

    9.2 North America Ad Experience Platform Market Sales and Growth Rate (2015-2020)

    9.3 North America Ad Experience Platform Market Revenue and Growth Rate (2015-2020)

    9.4 North America Ad Experience Platform Market Forecast

    9.5 The Influence of COVID-19 on North America Market

    9.6 North America Ad Experience Platform Market Analysis by Country

    9.6.1 U.S. Ad Experience Platform Sales and Growth Rate
    9.6.2 Canada Ad Experience Platform Sales and Growth Rate
    9.6.3 Mexico Ad Experience Platform Sales and Growth Rate

    10 Europe Ad Experience Platform Market Analysis

    10.1 Market Overview and Prospect Analysis

    10.2 Europe Ad Experience Platform Market Sales and Growth Rate (2015-2020)

    10.3 Europe Ad Experience Platform Market Revenue and Growth Rate (2015-2020)

    10.4 Europe Ad Experience Platform Market Forecast

    10.5 The Influence of COVID-19 on Europe Market

    10.6 Europe Ad Experience Platform Market Analysis by Country

    10.6.1 Germany Ad Experience Platform Sales and Growth Rate
    10.6.2 United Kingdom Ad Experience Platform Sales and Growth Rate
    10.6.3 France Ad Experience Platform Sales and Growth Rate
    10.6.4 Italy Ad Experience Platform Sales and Growth Rate
    10.6.5 Spain Ad Experience Platform Sales and Growth Rate
    10.6.6 Russia Ad Experience Platform Sales and Growth Rate

    11 Asia-Pacific Ad Experience Platform Market Analysis

    11.1 Market Overview and Prospect Analysis

    11.2 Asia-Pacific Ad Experience Platform Market Sales and Growth Rate (2015-2020)

    11.3 Asia-Pacific Ad Experience Platform Market Revenue and Growth Rate (2015-2020)

    11.4 Asia-Pacific Ad Experience Platform Market Forecast

    11.5 The Influence of COVID-19 on Asia Pacific Market

    11.6 Asia-Pacific Ad Experience Platform Market Analysis by Country

    11.6.1 China Ad Experience Platform Sales and Growth Rate
    11.6.2 Japan Ad Experience Platform Sales and Growth Rate
    11.6.3 South Korea Ad Experience Platform Sales and Growth Rate
    11.6.4 Australia Ad Experience Platform Sales and Growth Rate
    11.6.5 India Ad Experience Platform Sales and Growth Rate

    12 South America Ad Experience Platform Market Analysis

    12.1 Market Overview and Prospect Analysis

    12.2 South America Ad Experience Platform Market Sales and Growth Rate (2015-2020)

    12.3 South America Ad Experience Platform Market Revenue and Growth Rate (2015-2020)

    12.4 South America Ad Experience Platform Market Forecast

    12.5 The Influence of COVID-19 on South America Market

    12.6 South America Ad Experience Platform Market Analysis by Country

    12.6.1 Brazil Ad Experience Platform Sales and Growth Rate
    12.6.2 Argentina Ad Experience Platform Sales and Growth Rate
    12.6.3 Columbia Ad Experience Platform Sales and Growth Rate

    13 Middle East and Africa Ad Experience Platform Market Analysis

    13.1 Market Overview and Prospect Analysis

    13.2 Middle East and Africa Ad Experience Platform Market Sales and Growth Rate (2015-2020)

    13.3 Middle East and Africa Ad Experience Platform Market Revenue and Growth Rate (2015-2020)

    13.4 Middle East and Africa Ad Experience Platform Market Forecast

    13.5 The Influence of COVID-19 on Middle East and Africa Market

    13.6 Middle East and Africa Ad Experience Platform Market Analysis by Country

    13.6.1 UAE Ad Experience Platform Sales and Growth Rate
    13.6.2 Egypt Ad Experience Platform Sales and Growth Rate
    13.6.3 South Africa Ad Experience Platform Sales and Growth Rate

    14 Conclusions and Recommendations

    14.1 Key Market Findings and Prospects

    14.2 Advice for Investors


    15 Appendix

    15.1 Methodology

    15.2 Research Data Source


    List of Tables and Figures
    Figure Product Picture
    Figure Global Ad Experience Platform Market Size and Growth Rate 2015-2025
    Table Ad Experience Platform Key Market Segments
    Figure Global Ad Experience Platform Market Revenue ($) Segment by Type from 2015-2020
    Figure Global Ad Experience Platform Market Revenue ($) Segment by Applications from 2015-2020
    Table SWOT Analysis
    Figure Global COVID-19 Status
    Figure Supply Chain
    Table Major Players Headquarters, and Service Area of Ad Experience Platform
    Table Major Players Revenue in 2019
    Figure Major Players Revenue Share in 2019
    Table InMobi Company Profile
    Table InMobi Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure InMobi Production and Growth Rate
    Figure InMobi Market Revenue ($) Market Share 2015-2020
    Table Sprinklr Company Profile
    Table Sprinklr Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure Sprinklr Production and Growth Rate
    Figure Sprinklr Market Revenue ($) Market Share 2015-2020
    Table Thunder Company Profile
    Table Thunder Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure Thunder Production and Growth Rate
    Figure Thunder Market Revenue ($) Market Share 2015-2020
    Table Adobe Company Profile
    Table Adobe Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure Adobe Production and Growth Rate
    Figure Adobe Market Revenue ($) Market Share 2015-2020
    Table Undertone Company Profile
    Table Undertone Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure Undertone Production and Growth Rate
    Figure Undertone Market Revenue ($) Market Share 2015-2020
    Table Outbrain Company Profile
    Table Outbrain Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure Outbrain Production and Growth Rate
    Figure Outbrain Market Revenue ($) Market Share 2015-2020
    Table Advangelists Company Profile
    Table Advangelists Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure Advangelists Production and Growth Rate
    Figure Advangelists Market Revenue ($) Market Share 2015-2020
    Table FunMobility Company Profile
    Table FunMobility Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure FunMobility Production and Growth Rate
    Figure FunMobility Market Revenue ($) Market Share 2015-2020
    Table RevJet Company Profile
    Table RevJet Sales, Revenue (US$ Million), Average Selling Price and Gross Margin (2015-2020)
    Figure RevJet Production and Growth Rate
    Figure RevJet Market Revenue ($) Market Share 2015-2020
    Table Global Ad Experience Platform Sales by Types (2015-2020)
    Table Global Ad Experience Platform Sales Share by Types (2015-2020)
    Table Global Ad Experience Platform Revenue ($) by Types (2015-2020)
    Table Global Ad Experience Platform Revenue Share by Types (2015-2020)
    Table Global Ad Experience Platform Price ($) by Types (2015-2020)
    Table Global Ad Experience Platform Market Forecast Sales by Types (2020-2025)
    Table Global Ad Experience Platform Market Forecast Sales Share by Types (2020-2025)
    Table Global Ad Experience Platform Market Forecast Revenue ($) by Types (2020-2025)
    Table Global Ad Experience Platform Market Forecast Revenue Share by Types (2020-2025)
    Figure Global Cloud Based Sales and Growth Rate (2015-2020)
    Figure Global Cloud Based Price (2015-2020)
    Figure Global Web Based Sales and Growth Rate (2015-2020)
    Figure Global Web Based Price (2015-2020)
    Figure Global Ad Experience Platform Market Revenue ($) and Growth Rate Forecast of Cloud Based (2020-2025)
    Figure Global Ad Experience Platform Sales and Growth Rate Forecast of Cloud Based (2020-2025)
    Figure Global Ad Experience Platform Market Revenue ($) and Growth Rate Forecast of Web Based (2020-2025)
    Figure Global Ad Experience Platform Sales and Growth Rate Forecast of Web Based (2020-2025)
    Table Global Ad Experience Platform Sales by Applications (2015-2020)
    Table Global Ad Experience Platform Sales Share by Applications (2015-2020)
    Table Global Ad Experience Platform Revenue ($) by Applications (2015-2020)
    Table Global Ad Experience Platform Revenue Share by Applications (2015-2020)
    Table Global Ad Experience Platform Market Forecast Sales by Applications (2020-2025)
    Table Global Ad Experience Platform Market Forecast Sales Share by Applications (2020-2025)
    Table Global Ad Experience Platform Market Forecast Revenue ($) by Applications (2020-2025)
    Table Global Ad Experience Platform Market Forecast Revenue Share by Applications (2020-2025)
    Figure Global Large Enterprises Sales and Growth Rate (2015-2020)
    Figure Global Large Enterprises Price (2015-2020)
    Figure Global Small and Middle Enterprises Sales and Growth Rate (2015-2020)
    Figure Global Small and Middle Enterprises Price (2015-2020)
    Figure Global Ad Experience Platform Market Revenue ($) and Growth Rate Forecast of Large Enterprises (2020-2025)
    Figure Global Ad Experience Platform Sales and Growth Rate Forecast of Large Enterprises (2020-2025)
    Figure Global Ad Experience Platform Market Revenue ($) and Growth Rate Forecast of Small and Middle Enterprises (2020-2025)
    Figure Global Ad Experience Platform Sales and Growth Rate Forecast of Small and Middle Enterprises (2020-2025)
    Figure Global Ad Experience Platform Sales and Growth Rate (2015-2020)
    Table Global Ad Experience Platform Sales by Regions (2015-2020)
    Table Global Ad Experience Platform Sales Market Share by Regions (2015-2020)
    Figure Global Ad Experience Platform Sales Market Share by Regions in 2019
    Figure Global Ad Experience Platform Revenue and Growth Rate (2015-2020)
    Table Global Ad Experience Platform Revenue by Regions (2015-2020)
    Table Global Ad Experience Platform Revenue Market Share by Regions (2015-2020)
    Figure Global Ad Experience Platform Revenue Market Share by Regions in 2019
    Table Global Ad Experience Platform Market Forecast Sales by Regions (2020-2025)
    Table Global Ad Experience Platform Market Forecast Sales Share by Regions (2020-2025)
    Table Global Ad Experience Platform Market Forecast Revenue ($) by Regions (2020-2025)
    Table Global Ad Experience Platform Market Forecast Revenue Share by Regions (2020-2025)
    Figure North America Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure North America Ad Experience Platform Market Revenue and Growth Rate (2015-2020)
    Figure North America Ad Experience Platform Market Forecast Sales (2020-2025)
    Figure North America Ad Experience Platform Market Forecast Revenue ($) (2020-2025)
    Figure North America COVID-19 Status
    Figure U.S. Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Canada Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Mexico Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Europe Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Europe Ad Experience Platform Market Revenue and Growth Rate (2015-2020)
    Figure Europe Ad Experience Platform Market Forecast Sales (2020-2025)
    Figure Europe Ad Experience Platform Market Forecast Revenue ($) (2020-2025)
    Figure Europe COVID-19 Status
    Figure Germany Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure United Kingdom Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure France Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Italy Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Spain Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Russia Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Asia-Pacific Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Asia-Pacific Ad Experience Platform Market Revenue and Growth Rate (2015-2020)
    Figure Asia-Pacific Ad Experience Platform Market Forecast Sales (2020-2025)
    Figure Asia-Pacific Ad Experience Platform Market Forecast Revenue ($) (2020-2025)
    Figure Asia Pacific COVID-19 Status
    Figure China Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Japan Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure South Korea Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Australia Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure India Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure South America Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure South America Ad Experience Platform Market Revenue and Growth Rate (2015-2020)
    Figure South America Ad Experience Platform Market Forecast Sales (2020-2025)
    Figure South America Ad Experience Platform Market Forecast Revenue ($) (2020-2025)
    Figure Brazil Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Argentina Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Columbia Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Middle East and Africa Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Middle East and Africa Ad Experience Platform Market Revenue and Growth Rate (2015-2020)
    Figure Middle East and Africa Ad Experience Platform Market Forecast Sales (2020-2025)
    Figure Middle East and Africa Ad Experience Platform Market Forecast Revenue ($) (2020-2025)
    Figure UAE Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure Egypt Ad Experience Platform Market Sales and Growth Rate (2015-2020)
    Figure South Africa Ad Experience Platform Market Sales and Growth Rate (2015-2020)

     

  • The Global Ad Experience Platform Market has been segregated into various crucial divisions including applications, types, and regions. Each market segment is intensively studied in the report contemplating its market acceptance, worthiness, demand, and growth prospects. The segmentation analysis will help the client to customize their marketing approach to have a better command of each segment and to identify the most prospective customer base.

    Report Objectives / Segmentation Covered :
    By Companies / players:
      By Regions:
        By Type:
          By Application:
          Frequently asked questions(FAQ's):
          What is the Global Ad Experience Platform Market really preparing for?

          Companies in the Global Ad Experience Platform Industry will need to adapt swiftly to the behavioral changes that are reshaping consumer decision journeys.

          How big is the Global Ad Experience Platform Market by 2029?

          It is expected that the Global Ad Experience Platform Market will reach USD XX million by 2029.

          Is further segmentation possible given the scope of the Global Ad Experience Platform Market study?

          Yes, the add-on segmentation is available in the premium customised version of the Global Ad Experience Platform Market report for a more in-depth analysis. It aids in the calculation of refined and precise market values.

          What does the future hold for the Global Ad Experience Platform Industry?

          This latest research publication on the Global Ad Experience Platform Market is an in-depth market tracker that provides a comprehensive assessment of the challenges that manufacturers face in achieving new growth cycles in the current scenario.

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