TikTok's Agentic Commerce Strategy: What It Means for eCommerce, Performance Marketing & Media Buying

 

TikTok is expanding artificial intelligence beyond traditional advertising automation and into product discovery, shopping assistance, lead generation and commerce transactions.

 

Its October 2026 developments introduce new opportunities for retailers, D2C brands, service businesses and performance marketers.

The commercial significance is straightforward: AI can now support more activities between a customer discovering a product and taking action.

But shorter purchasing journeys, automated campaigns and higher reported sales do not automatically mean better business performance.

Let's examine what these developments mean through practical examples.

01. Agentic Commerce: What's Actually Changing?

Traditionally, advertising platforms focused on showing relevant advertisements and encouraging consumers to take action.

A customer might discover a product on TikTok, visit the advertiser's website, research the product and eventually complete a purchase.

Agentic commerce introduces AI-assisted interactions into parts of that journey.

These capabilities can help consumers obtain product information, support purchases and collect information from prospective customers.

A Practical Example

Imagine a customer discovering running shoes through a TikTok video.

Traditional journey:

TikTok Ad → Product Website → Product Research → Checkout → Purchase

AI-assisted commerce journey:

TikTok Ad → Shopping Assistance → Eligible In-App Checkout → Purchase

The second journey may reduce some of the steps involved in purchasing.

However, not every customer will follow the same journey, and not every capability is available to every advertiser.

What This Means for Advertisers

TikTok's developments cover three different applications:

• Shopping and commerce: Helping consumers evaluate and purchase products.
• Lead generation: Collecting and qualifying information from potential customers.
• Advertising operations: Automating supported campaign management activities.

The opportunity is to improve the customer experience while reducing unnecessary operational friction.

02. Buy Direct & Shopping Assistant: Making Shopping Easier

Buy Direct and Shopping Assistant address different parts of the purchasing journey.

Buy Direct: Native Checkout

Buy Direct supports eligible purchases directly within TikTok, reducing the need to complete checkout on an external website.

Example: A Footwear Retailer

A customer discovers running shoes through a TikTok advertisement.

Instead of visiting the retailer's website, adding the product to a basket and completing a separate checkout process, the customer can purchase through an eligible native checkout experience.

Potential business benefit: Fewer transitions between product discovery and purchase may reduce checkout abandonment.

However, advertisers still need to evaluate conversion rates, acquisition costs and profitability.

Brands can remain the merchants of record, retaining responsibility for the underlying transaction.

Shopping Assistant: AI-Powered Product Guidance

Shopping Assistant helps consumers obtain product information through conversational interactions.

Example: An Electronics Retailer

A customer discovers a cordless vacuum cleaner and wants to know:

• Is it suitable for homes with pets?
• How long does the battery last?
• Which accessories are included?

An AI-powered shopping assistant can use available merchant product information to help answer relevant questions.

Depending on the supported experience, the shopping journey may continue within TikTok's in-app browser.

Potential business benefit: Customers can evaluate products more conveniently without independently navigating multiple information sources.

Why Product Feeds Matter

AI-assisted shopping depends on reliable product information.

Retailers need accurate:

• Product titles, descriptions and specifications.
• Pricing, promotions and inventory availability.
• Product variants and compatibility information.
• Delivery and return conditions.

The commercial implication: Product feed quality is no longer relevant only to advertising eligibility and delivery. It can also influence the information customers receive during AI-assisted product evaluation.

For retailers managing large catalogues, this makes product data accuracy increasingly important.

03. Lead Agent: AI-Assisted Lead Generation

Agentic AI is not limited to businesses selling physical products.

Lead Agent supports conversational lead generation and qualification, including supported website-based experiences.

This is particularly relevant for businesses where a customer enquiry requires additional information before a sales conversation.

A Practical Example: Solar Installation Company

A homeowner responds to a TikTok advertisement promoting residential solar installations.

An AI-assisted conversation could collect:

• Property type and location.
• Approximate electricity consumption.
• Expected installation timeline.
• Contact information.

The business receives a more structured enquiry that can be evaluated before sales follow-up.

Potential business benefit: Sales teams may spend less time collecting basic information and more time evaluating relevant opportunities.

What Should Advertisers Measure?

Generating more enquiries does not necessarily mean generating better leads.

Relevant performance indicators include:

• Cost per qualified lead.
• Lead qualification rate.
• Sales acceptance rate.
• Conversion into sales opportunities.
• Pipeline contribution, where measurable.

The commercial implication: The value of Lead Agent depends on whether automated conversations contribute to better-qualified prospects, not simply higher lead volumes.

04. Smart+ & GMV Max: Advertising Automation

TikTok is also expanding automation across search advertising, creative selection and commerce-focused campaign optimization.

Two important areas are Smart+ and GMV Max.

Smart+: Automating Advertising Decisions

Smart+ capabilities support automated campaign activities using available platform signals.

These include supported search advertising and creative optimization processes.

Example: A Fashion Retailer

A retailer has several advertising assets:

• Product demonstration videos.
• Creator-generated content.
• Lifestyle videos.
• Different product messaging variations.

Supported Smart+ automation can assist with creative recommendations, selection and optimization.

The advertiser remains responsible for creative quality, brand suitability and applicable approval controls.

Potential business benefit: Less repetitive campaign management work and more efficient use of available advertising assets.

However, automation does not eliminate the need for creative strategy, campaign monitoring or commercial decision-making.

GMV Max: Optimizing Commerce Advertising

GMV Max focuses on automated commerce advertising for businesses selling through TikTok Shop.

Its performance is closely connected to merchandise sales.

But gross merchandise value is not the same as profit.

A Practical Financial Example

Imagine a cosmetics retailer running automated TikTok Shop advertising.

Commercial Metric	Amount
Attributed merchandise sales	€10,000
Advertising expenditure	€2,000
Product and other variable costs	€6,000
Remaining contribution	€2,000

 

Illustrative figures, assuming the listed costs capture the relevant variable expenses.

The retailer generated €10,000 in sales, but only €2,000 remains after the specified costs.

This amount is not necessarily final net profit, because other business expenses may still apply.

The commercial implication: Performance marketers need to evaluate advertising results against margins, acquisition costs, returns and incremental profitability.

Higher merchandise sales do not automatically mean stronger business performance.

05. TikTok for Business MCP: AI Agents for Advertising Operations

TikTok for Business Model Context Protocol (MCP) integrations introduce another application of agentic AI.

Unlike Shopping Assistant, which supports consumers, these integrations are designed to help advertisers with supported advertising workflows.

Depending on available tools, permissions and integrations, AI agents can assist with campaign preparation, activation and management activities.

A Practical Example: Performance Marketing Agency

Imagine an agency preparing a TikTok advertising campaign for a footwear retailer.

The media buyer needs to organize creative assets, prepare campaign structures and complete supported campaign management activities.

An AI agent connected through MCP could assist with eligible operational tasks.

The media buyer still determines:

• Campaign objectives and budgets.
• Audience and creative strategy.
• Applicable approvals and operational controls.
• Performance targets and commercial priorities.

Potential business benefit: Reduced manual effort across supported advertising operations.

However, the integration does not mean every campaign management function can be executed autonomously.

The exact capabilities depend on supported actions, account permissions and approval requirements.

The commercial implication: AI agents can assist with execution, but advertisers still need to make decisions based on business objectives, budgets and profitability.

06. What Happens to eCommerce Websites?

As more purchasing activities become possible within advertising platforms, the role of traditional eCommerce websites may evolve.

However, platform-native checkout does not mean websites are disappearing.

Different products and purchasing decisions require different customer experiences.

A Practical Example: Skincare Brand

A customer discovers a €20 face serum through a TikTok video.

For an eligible purchase, native checkout may offer a convenient way to complete the transaction.

But the skincare brand's own website remains important for:

• Detailed product information and education.
• Customer accounts and loyalty programmes.
• Customer service and post-purchase support.
• Repeat purchases and cross-selling.
• Direct customer relationships.

The website may also provide experiences that are not suitable for a simplified platform-native checkout journey.

What Changes for Retailers?

Advertisers need to consider where different purchasing journeys work best.

For certain products, native checkout may improve convenience.

For more complex purchases, a dedicated website may remain important for research, customization or additional support.

Customer data availability is another consideration.

Brands need to understand what information is accessible through platform-native transactions and how it supports their wider customer relationship activities.

The commercial implication: The objective is not to replace websites with TikTok. It is to determine how platform-native commerce and owned eCommerce environments can work together to improve customer experience and profitability.

07. What Changes for Media Buyers & Measurement?

As advertising platforms automate more activities, performance marketers need to focus on both operational efficiency and commercial results.

The role of the media buyer is evolving, but hands-on campaign management remains important.

Five Areas That Matter

1. Product Data Quality

Accurate product feeds, pricing, inventory and catalogue information support advertising delivery and AI-assisted shopping.

2. Creative Strategy

Automation requires strong creative inputs, including relevant product demonstrations, creator content and messaging variations.

3. Campaign Automation & Controls

Media buyers need to understand which decisions are automated, which controls remain available and how optimization affects performance.

4. Measurement & Attribution

Reported conversions should be evaluated against acquisition costs, margins, customer quality and incremental contribution.

5. Cross-Channel Investment

TikTok performance needs to be considered alongside Google Search, Shopping, Meta, YouTube, retail media and other advertising channels.

A Practical Example: Online Fashion Retailer

A retailer spends €5,000 on TikTok advertising.

TikTok reports €20,000 in attributed sales.

Ad Spend	Attributed Sales	Reported ROAS
€5,000	€20,000	4.0x

At first glance, the campaign appears successful.

But a performance marketer should investigate:

• How much of the €20,000 is genuinely incremental?
• What are the product margins and return rates?
• How many purchases came from new versus existing customers?
• Would some customers have purchased without the advertising?

The commercial implication: A strong platform-reported ROAS does not automatically demonstrate incremental profitability.

 

 

 

Measuring Different AI Capabilities

Different capabilities should be evaluated using metrics relevant to their purpose.

Capability	Relevant Performance Metrics
Buy Direct	Conversion rate, cost per order, contribution margin
Shopping Assistant	Engagement, assisted purchases, conversion rate
Lead Agent	Qualified leads, sales acceptance, pipeline contribution
Smart+	Acquisition cost, conversion performance, creative effectiveness
GMV Max	Merchandise sales, advertising efficiency, profitability
AI-Assisted Operations	Time saved, execution accuracy, campaign outcomes

Metric availability and reliability depend on the supported implementation and measurement methodology.

The objective is to connect advertising performance with actual business outcomes rather than evaluating every feature through the same reporting framework.

08. Final Perspective: The Bigger Picture

TikTok's agentic commerce developments extend AI into more stages of the customer journey.

Consider a D2C retailer using several supported capabilities together.

A possible customer journey:

→ TikTok Advertisement: A customer discovers a product through a video.

→ Shopping Assistant: The customer receives AI-assisted product information.

→ Buy Direct: The customer completes an eligible purchase within TikTok.

→ Commercial Measurement: The advertiser evaluates acquisition costs, sales, margins and profitability.

This is an illustrative journey. It does not imply that every capability is available together in every market or account.

For service businesses, Lead Agent introduces another way to collect and qualify enquiries.

For media buyers, Smart+, GMV Max and AI-assisted advertising operations create opportunities to automate supported activities while maintaining control over campaign execution and commercial decisions.

Three implications stand out:

• For consumers: AI-assisted shopping can make product evaluation and purchasing more convenient.
• For advertisers: Automation can support commerce transactions, lead qualification and campaign operations.
• For performance marketers: The priority remains profitable customer acquisition, reliable measurement and appropriate commercial control.

The broader development is that advertising platforms can increasingly support more than product discovery and ad delivery.

They can also participate in product evaluation, purchasing journeys and other commercial activities.

For performance marketers, the competitive advantage will not come from adopting every new AI capability. It will come from understanding where these capabilities improve customer experience, operational efficiency and measurable business profitability.

 

LinkedIn CTV Ads Now Available Through Google Display & Video 360: What It Means for B2B Advertisers

 

LinkedIn is expanding programmatic access to its Connected TV advertising through DV360, bringing professional audience targeting into premium streaming environments and giving B2B advertisers another way to plan, activate and measure campaigns.

 

Who Is This Article For?

This article is intended for professionals involved in B2B advertising, programmatic media buying and digital marketing strategy, particularly:

• Programmatic Advertising & DV360 Specialists managing video, display and Connected TV campaigns.
• B2B Performance Marketing Managers responsible for audience targeting, campaign optimization and advertising effectiveness.
• Digital Advertising & Media Planning Professionals developing integrated, cross-channel media strategies.
• Marketing Directors & Heads of Digital evaluating new advertising opportunities and their commercial implications.
• Advertising Agencies managing B2B media investments across multiple platforms.

 

Introduction

Connected TV (CTV) has become an established part of digital advertising, offering brands access to audiences consuming content through internet-connected television devices.

For B2B advertisers, however, one of the challenges has been reaching relevant professional audiences in these environments.

On 22 October 2026, LinkedIn announced that its Connected TV advertising offering is now available through Google Display & Video 360 (DV360).

The development combines LinkedIn's first-party professional audience signals with DV360's programmatic buying capabilities, allowing advertisers to activate LinkedIn CTV campaigns through an additional buying platform.

The significance goes beyond adding another advertising inventory source. It introduces a new option for incorporating professionally targeted CTV advertising into existing programmatic media strategies.

01. What's Changing? LinkedIn CTV Ads Meet DV360

LinkedIn CTV advertising itself is not new.

The development is that advertisers can now purchase LinkedIn's CTV offering through Google Display & Video 360, expanding the available buying options beyond LinkedIn Campaign Manager and previously supported demand-side platforms.

This gives advertisers another way to reach professional audiences across premium streaming environments.

What Advertisers Can Now Do

Access LinkedIn's professional targeting

Advertisers can use LinkedIn's first-party professional audience signals, including job title, industry and seniority, to reach relevant B2B audiences through eligible CTV inventory.

Activate campaigns through DV360

Advertisers already using DV360 can incorporate LinkedIn CTV into their programmatic buying activities.

Work within established campaign management processes

The integration allows advertisers to use familiar DV360 workflows for supported planning, activation, optimization and reporting activities.

Access premium streaming inventory

LinkedIn's CTV offering uses Microsoft Monetize to support access to premium Connected TV advertising environments.

Current Availability

The integration is currently available for US targeting only.

Advertisers interested in accessing the offering are directed to contact their LinkedIn or Google account representatives.

This is an important limitation for international advertisers planning campaigns across multiple markets.

02. How Does the LinkedIn CTV and DV360 Integration Work?

The integration brings together several components of the programmatic advertising ecosystem.

Component	Role in the Integration
LinkedIn	Provides first-party professional audience signals for B2B targeting.
Google Display & Video 360	Provides the programmatic buying environment for campaign activation and management.
Microsoft Monetize	Supports access to premium CTV inventory using LinkedIn's professional targeting capabilities.
CTV Publishers	Provide the streaming environments where eligible advertisements are delivered.

 

Simplified Advertising Flow

Advertiser → DV360 → LinkedIn Professional Audience Targeting → Premium CTV Inventory → Ad Exposure

This illustrates the relationship between the buying platform, audience-targeting capabilities and advertising inventory.

It is a simplified representation rather than a technical description of every transaction, identity-matching process or inventory-routing mechanism.

What Changes Operationally?

Consider an advertiser already managing programmatic display, online video and CTV campaigns through DV360.

Previously, accessing LinkedIn's CTV offering required using one of its existing supported buying options.

With the addition of DV360, the advertiser can consider LinkedIn CTV within its established programmatic buying environment.

This may simplify certain aspects of campaign planning and management, particularly for advertisers already using DV360 extensively.

However, the announcement does not establish that every DV360 feature, bidding option or measurement capability is supported for LinkedIn CTV.

03. LinkedIn's Professional Targeting Comes to Connected TV

One of the most interesting aspects of this integration is the availability of LinkedIn's professional audience signals within CTV advertising.

LinkedIn identifies three targeting dimensions in its announcement.

Targeting Dimension	Potential B2B Application
Job Title	Reaching professionals associated with specific business functions.
Industry	Reaching audiences working in relevant business sectors.
Seniority	Reaching professionals at different organizational decision-making levels.

 

Why Does This Matter?

Consider a company selling enterprise financial software to businesses in the United States.

Its target audience might include finance directors, senior financial managers and other professionals involved in financial technology decisions.

The company could use LinkedIn's professional targeting capabilities to reach relevant audiences through eligible CTV advertising environments.

This introduces a different targeting consideration compared with relying exclusively on broader demographic or interest-based audience segments.

An Important Targeting Distinction

Connected TV is frequently consumed in shared viewing environments.

A television advertisement may be delivered to a household where multiple people are watching the same screen.

Therefore, targeting an audience using professional signals does not guarantee that the intended professional personally watches every delivered advertisement.

For advertisers, the relevant questions remain audience accuracy, effective reach, campaign frequency and measurable advertising impact.

Professional targeting can improve the relevance of an advertising strategy, but it does not eliminate the inherent characteristics of CTV viewing.

04. What Changes for Programmatic Media Buying?

The addition of LinkedIn CTV to DV360 has implications for several parts of the programmatic advertising process.

Campaign Planning

Advertisers can consider LinkedIn CTV alongside other eligible video and CTV opportunities when developing their media plans.

For B2B advertisers, this creates an additional option for reaching professional audiences beyond conventional website, social media and search advertising placements.

Campaign Activation

Advertisers using DV360 gain another route to activate LinkedIn's CTV offering.

This can be particularly relevant for organizations managing programmatic campaigns through centralized media buying teams or agencies.

Campaign Management

The integration allows advertisers to work within familiar DV360 processes rather than introducing an entirely separate buying environment for this offering.

The operational benefit will depend on the specific campaign requirements and supported platform capabilities.

Optimization and Reporting

LinkedIn also highlights DV360's Gemini-powered tools for campaign planning, optimization, performance reporting and measurement.

These capabilities may help advertisers manage their programmatic activities more efficiently.

However, the availability of Gemini-powered functionality within DV360 should not be interpreted as confirmation that every AI-assisted feature is supported specifically for LinkedIn CTV campaigns.

The practical advantage is greater buying flexibility, not necessarily access to an entirely new set of optimization or attribution capabilities.

05. Where Does LinkedIn CTV Fit Within a B2B Advertising Strategy?

CTV is particularly relevant when advertisers want to build awareness and reach audiences beyond conventional digital advertising placements.

For many B2B businesses, the purchasing process involves multiple stakeholders, extended evaluation periods and several interactions before a commercial decision is made.

This makes it useful to consider how CTV could complement other advertising channels.

Example: Enterprise Cybersecurity Company

Imagine a cybersecurity provider targeting medium-sized and large businesses in the United States.

Its advertising strategy could include the following activities:

Advertising Channel	Potential Role
LinkedIn CTV through DV360	Build awareness among relevant professional audiences through streaming environments.
LinkedIn Sponsored Content	Communicate product benefits, industry expertise and business applications.
Google Search Ads	Reach prospects actively researching cybersecurity products and solutions.
Website & Landing Pages	Provide detailed information and generate identifiable enquiries.
CRM & Marketing Automation	Manage lead qualification, sales follow-up and pipeline progression.

 

In this scenario, CTV supports the broader advertising strategy rather than operating as an isolated channel.

An advertiser could use CTV to introduce its brand to relevant professional audiences while other channels address research, consideration and lead generation.

This example represents a possible media strategy. It does not imply that the integration automatically provides cross-platform retargeting, unified attribution or direct audience matching between every channel.

Why This Matters Commercially

B2B advertisers often evaluate media investments through leads, qualified opportunities and sales pipeline contribution.

CTV introduces an additional opportunity to influence audiences before they actively search for a product or submit an enquiry.

The challenge is determining whether that exposure contributes meaningfully to the broader customer acquisition process.

06. LinkedIn's CTV Performance Claims: What Do the Numbers Mean?

LinkedIn's announcement includes two notable effectiveness claims.

2.6x More Effective at Driving B2B Awareness

LinkedIn states that its CTV advertising has been shown to be 2.6 times more effective at driving awareness among B2B audiences compared with other CTV offerings.

2x More Effective When Combined With Other LinkedIn Ad Formats

LinkedIn also reports that its CTV advertising is twice as effective when paired with other LinkedIn advertising formats.

These findings support LinkedIn's argument that professionally targeted CTV can contribute to B2B brand-building activities.

However, advertisers should distinguish between awareness effectiveness and direct commercial performance.

Measurement Area	What It Indicates
Brand Awareness	Whether more people recognize or recall the advertiser.
Brand Consideration	Whether the audience is more inclined to consider the advertiser.
Lead Generation	Whether advertising contributes to identifiable enquiries.
Lead Quality	Whether those enquiries match the advertiser's qualification criteria.
Sales Pipeline	Whether advertising contributes to commercially relevant opportunities.

 

The reported effectiveness figures relate to advertising awareness and combined-format impact.

They should not be interpreted as evidence that LinkedIn CTV automatically generates 2.6 times more qualified leads or delivers twice the return on advertising spend.

The underlying research methodology, measurement definitions and comparison groups are also important when evaluating these claims.

For B2B advertisers, awareness can be valuable, but its commercial contribution needs to be assessed within the wider marketing and sales process.

07. Potential Benefits and Considerations for Advertisers

The integration offers several opportunities, alongside practical limitations.

Potential Benefits	Considerations
Access to LinkedIn's professional audience signals	Professional targeting does not guarantee individual viewing on shared television screens.
Additional programmatic buying flexibility	The offering is currently limited to US targeting.
Access to premium CTV advertising environments	Available inventory and delivery opportunities may vary.
Integration with established DV360 workflows	Not every DV360 capability is necessarily supported.
Opportunity to complement existing B2B campaigns	CTV exposure does not automatically produce identifiable leads.
Potential improvements in professional audience relevance	Advertisers still need appropriate measurement and evaluation methods.

 

For advertisers already investing in programmatic CTV, the integration may provide another way to evaluate professional audience targeting.

For businesses considering CTV for the first time, the decision should depend on audience requirements, campaign objectives, available budgets and measurement capabilities.

08. What Does This Mean for B2B Media Planning and Performance?

The commercial value of this development depends on how effectively advertisers incorporate LinkedIn CTV into their existing media strategies.

Three areas deserve particular attention.

1. Audience Relevance

LinkedIn's professional targeting signals could help advertisers align CTV campaigns more closely with their intended B2B audiences.

This is particularly relevant for advertisers targeting specific professional functions, industries or seniority levels.

However, audience relevance must ultimately be assessed through actual campaign delivery and performance.

2. Media Buying Efficiency

For advertisers already using DV360, accessing LinkedIn CTV through the same buying platform may reduce some operational complexity.

This could simplify planning and campaign management across supported programmatic activities.

However, operational efficiency does not automatically translate into lower CPMs, improved delivery costs or stronger advertising returns.

Those outcomes need to be measured.

3. Campaign Measurement

CTV advertising should be evaluated according to its intended role within the media strategy.

A campaign designed primarily to build awareness should not be assessed using exactly the same criteria as a search campaign focused on generating immediate enquiries.

At the same time, B2B advertisers should avoid treating awareness as an outcome disconnected from commercial performance.

Relevant Performance Metrics

Measurement Area	Relevant KPIs
Campaign Delivery	Impressions, reach and frequency
Media Efficiency	CPM and cost per completed view
Video Performance	Video completion rate
Brand Impact	Brand awareness lift and consideration
Website Engagement	Relevant website visits and engagement, where measurable
Lead Generation	Enquiries and qualified leads, where attribution is supported
Commercial Performance	Sales opportunities and pipeline contribution, where measurable

 

The availability and reliability of individual metrics will depend on the campaign setup, supported measurement capabilities and attribution methodology.

The Bigger Measurement Question

For B2B advertisers, the important question is not simply whether LinkedIn CTV can reach professional audiences.

It is whether that reach contributes to meaningful business outcomes.

A campaign may deliver strong awareness results without immediately generating identifiable leads.

That does not necessarily mean the advertising has failed.

Equally, strong video completion rates or low CPMs do not automatically demonstrate commercial value.

The evaluation needs to consider the campaign's objectives, audience relevance and contribution to the broader marketing strategy.

09. Final Perspective

LinkedIn's expansion into Google Display & Video 360 introduces another buying option for B2B advertisers looking to reach professional audiences through Connected TV.

The combination of LinkedIn's first-party professional targeting, premium streaming inventory and DV360's established programmatic buying environment creates an interesting opportunity for advertisers already managing cross-channel media investments.

The development is particularly relevant for organizations seeking to incorporate CTV into broader B2B awareness and consideration strategies.

However, its value will depend on more than access to professional audience data.

Advertisers will still need to evaluate targeting effectiveness, inventory quality, campaign delivery, measurement capabilities and the contribution of CTV to their wider marketing objectives.

For B2B advertisers, the opportunity is to reach relevant professional audiences in another environment. The challenge is demonstrating what that additional exposure contributes to the business.