{"id":9032480358674,"title":"AdCritter","handle":"adcritter","description":"\u003cbody\u003e\n\n\n \u003cmeta charset=\"utf-8\"\u003e\n \u003ctitle\u003eAdCritter | Consultants In-A-Box\u003c\/title\u003e\n \u003cmeta name=\"viewport\" content=\"width=device-width, initial-scale=1\"\u003e\n \u003cstyle\u003e\n body {\n font-family: Inter, \"Segoe UI\", Roboto, sans-serif;\n background: #ffffff;\n color: #1f2937;\n line-height: 1.7;\n margin: 0;\n padding: 48px;\n }\n h1 { font-size: 32px; margin-bottom: 16px; }\n h2 { font-size: 22px; margin-top: 32px; }\n p { margin: 12px 0; }\n ul { margin: 12px 0 12px 24px; }\n \u003c\/style\u003e\n\n\n \u003ch1\u003eAffordable, High-Impact Advertising: AdCritter with AI Integration and Workflow Automation\u003c\/h1\u003e\n\n \u003cp\u003eAdCritter unlocks sophisticated advertising — TV spots, digital billboards, programmatic buys, and a vast library of ready-made creative — for businesses that don’t have large media budgets or in-house creative teams. It packages production, placement, and targeting into a single platform so local retailers, regional franchises, and service providers can run professional campaigns without complex vendor relationships or heavy creative costs.\u003c\/p\u003e\n\n \u003cp\u003eCombine that accessibility with disciplined AI integration and workflow automation and the platform stops being just a media tool. It becomes an operational capability that automates repetitive tasks, enforces brand and regulatory rules, and continuously optimizes campaigns so leaders can measure real business impact. The result is digital transformation that reduces friction, cuts costs, and makes advertising repeatable and scalable.\u003c\/p\u003e\n\n \u003ch2\u003eHow It Works\u003c\/h2\u003e\n \u003cp\u003eAt a practical level, AdCritter is a catalog and distribution platform rolled into one. Teams browse or search a library of pre-designed ads and commercials, pick creative that matches their offer, customize messaging for local audiences, choose channels (TV, billboard, streaming, programmatic), and schedule placements. The platform handles the mechanics of buying and delivering those placements so users don’t need to negotiate airtime or stitch together multiple vendors.\u003c\/p\u003e\n\n \u003cp\u003eFor operations and marketing leaders, the value is about simplifying workflows and reducing handoffs. Instead of coordinating a dozen contractors to produce regional ads, a store manager or a local marketer can derive a compliant version of a campaign in minutes. AdCritter’s template-driven approach shortens the creative lifecycle: updates to offers, legal copy, or promotional timing propagate through templates and are deployed across channels without manual file-by-file edits.\u003c\/p\u003e\n\n \u003cp\u003eWhere AdCritter traditionally ends — distribution and media delivery — automation and AI begin. By integrating the platform with other systems like point-of-sale, CRM, or analytics, teams can tie ad spend to business outcomes, automate creative personalization at scale, and ensure every placement aligns with brand governance.\u003c\/p\u003e\n\n \u003ch2\u003eThe Power of AI \u0026amp; Agentic Automation\u003c\/h2\u003e\n \u003cp\u003eAI integration and agentic automation mean software acts proactively to complete multi-step tasks that used to require human coordination. Instead of a marketer manually selecting assets, customizing copy, and uploading files, intelligent agents can evaluate performance data, choose the best creative mix, adapt messaging for a neighborhood, schedule placements during peak attention windows, and report outcomes — all while keeping humans in the loop for approvals and strategy.\u003c\/p\u003e\n \u003cul\u003e\n \u003cli\u003eCreative optimization agents analyze historical performance and audience signals to recommend which ads, lengths, and channels are most likely to meet a given objective, reducing guesswork and accelerating campaign performance.\u003c\/li\u003e\n \u003cli\u003eWorkflow bots automatically populate templates with location-specific details (store hours, local offers, compliance text), generate the required files, and send them into the scheduled distribution pipeline — cutting manual editing and versioning errors.\u003c\/li\u003e\n \u003cli\u003eConversational AI intake agents gather campaign requests from franchisees or branch managers, validate required fields, route the request to the right approval path, and create a draft campaign that can be approved in minutes rather than days.\u003c\/li\u003e\n \u003cli\u003eAutomated reporting agents pull KPIs from AdCritter and analytics platforms, normalize results across channels, produce concise executive summaries, and surface anomalies that need human attention — turning raw data into decision-ready insights.\u003c\/li\u003e\n \u003cli\u003eBudgeting and bidding agents adjust programmatic bids in real time to prioritize placements that meet a performance threshold (e.g., cost per lead or incremental sales), helping teams stay within budget while maximizing impact.\u003c\/li\u003e\n \u003c\/ul\u003e\n\n \u003ch2\u003eReal-World Use Cases\u003c\/h2\u003e\n \u003cul\u003e\n \u003cli\u003e\n\u003cstrong\u003eLocal Retail Rollouts:\u003c\/strong\u003e A regional retailer launches a seasonal promotion. An AI assistant creates location-tailored ad variants by inserting store hours, local pricing, and inventory hints into templates. Automation schedules TV spots in local markets and programmatic display for nearby online shoppers so each store goes live simultaneously without manual uploads.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eFranchise Compliance \u0026amp; Speed:\u003c\/strong\u003e Franchise owners submit a short brief via a chat interface. A conversational AI verifies brand and legal compliance, selects pre-approved creative, and triggers a controlled publish workflow. What used to require multiple emails and sign-offs now follows a governance-backed, auditable path that reduces launch time from days to hours.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eEvent and Promotion Blitzes:\u003c\/strong\u003e A services business needs urgent exposure for weekend offers. An automation agent evaluates audience behaviors, recommends high-impact slots on digital billboards and connected TV, and programmatically adjusts budget allocations across channels to maximize impressions within a tight budget window.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eCross-Channel Attribution:\u003c\/strong\u003e An analytics agent links AdCritter placements with point-of-sale and web conversions, producing a unified attribution scorecard. Marketing and operations can see which specific billboard, TV spot, or programmatic bundle drove foot traffic or online purchases, making investment decisions evidence-based.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eAd Inventory Consolidation:\u003c\/strong\u003e Marketing ops centralizes scattered assets into AdCritter and uses automated tagging and search so any marketer or store manager can surface the right creative variant for a campaign, season, or local event in seconds instead of searching folders.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eTest-and-Learn Programs:\u003c\/strong\u003e Teams run A\/B tests across creative and channels with automated reporting that identifies winners and propagates successful variants to similar markets, accelerating learning and improving return on ad spend.\u003c\/li\u003e\n \u003c\/ul\u003e\n\n \u003ch2\u003eBusiness Benefits\u003c\/h2\u003e\n \u003cp\u003eWhen AI integration and workflow automation are applied to advertising operations, the benefits extend beyond speed. They reshape how teams work, where leaders focus, and how investments are measured. The tangible outcomes include time saved, lower operational cost, fewer errors, and greater confidence that ad spend is driving real business results.\u003c\/p\u003e\n \u003cul\u003e\n \u003cli\u003e\n\u003cstrong\u003eTime savings:\u003c\/strong\u003e Automating creative assembly, targeting configuration, and scheduling shrinks campaign setup from days to hours. Teams spend less time on repetitive tasks and more on strategy, creative direction, and high-value decisions.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eCost efficiency:\u003c\/strong\u003e Using pre-designed creative and programmatic distribution reduces the need for expensive production cycles and large agency retainers. Automated bidding and budget rules help prevent overspend while improving efficiency.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eConsistency and compliance:\u003c\/strong\u003e Automation enforces brand and regulatory rules across every ad variant. That reduces the risk of off-brand messaging or missing legal copy in regulated industries like healthcare or finance.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eFaster experimentation:\u003c\/strong\u003e Low-friction setup and automated reporting make frequent A\/B tests practical. Iteration cycles shorten, enabling teams to refine messaging and channel mix more often and with less cost.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eScalability:\u003c\/strong\u003e AI agents manage repetitive, rules-based work so organizations can scale campaign volume and geographic reach without proportionally increasing headcount.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eImproved collaboration:\u003c\/strong\u003e Automated workflows create transparent approval paths, capture feedback in a single system, and keep stakeholders aligned on objectives and outcomes.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eBetter decision-making:\u003c\/strong\u003e Integrated attribution and automated insights help leaders connect ad placements to tangible KPIs — sales, leads, or foot traffic — so budgeting and strategy are data-informed rather than intuitive.\u003c\/li\u003e\n \u003c\/ul\u003e\n\n \u003ch2\u003eHow Consultants In-A-Box Helps\u003c\/h2\u003e\n \u003cp\u003eConsultants In-A-Box specializes in turning platforms like AdCritter into repeatable business capabilities. The team blends implementation, system integration, AI enablement, and workforce development to ensure automations deliver measurable value and can be sustained by internal teams.\u003c\/p\u003e\n\n \u003cp\u003eThe work begins with process discovery and prioritization: mapping current campaign workflows, identifying bottlenecks, and quantifying potential value from automation. That analysis highlights quick wins (faster campaign launches, fewer compliance failures) and longer-term gains (closed-loop attribution, automated optimization).\u003c\/p\u003e\n\n \u003cp\u003eNext, the team designs and implements integrated workflows that connect AdCritter to other systems — POS, CRM, analytics — so campaign outcomes are measured against business metrics. They configure AI agents and rule-based bots to perform routine tasks: populate templates, validate brand elements, route approvals, adjust programmatic bids, and produce executive reports. Every automation includes audit logs and configurable human-in-the-loop checkpoints so governance and accountability remain intact.\u003c\/p\u003e\n\n \u003cp\u003eFinally, Consultants In-A-Box focuses on adoption. Training is role-based and practical: store managers learn how to request and preview a localized campaign; regional marketers learn how to interpret automated scorecards and iterate; operations teams learn how to manage the agent rules and change thresholds. Documentation, playbooks, and phased rollouts make sure improvements stick and scale across multiple locations or business units.\u003c\/p\u003e\n\n \u003ch2\u003eSummary\u003c\/h2\u003e\n \u003cp\u003eAdCritter democratizes professional advertising by offering a vast library of creative assets and access to TV, billboards, and programmatic channels. Layering AI integration and agentic automation transforms that capability into an operational engine: campaigns launch faster, brand governance is enforced at scale, costs fall, and attribution becomes actionable. With structured implementation, integrations, and workforce development, organizations can turn advertising into a repeatable, measurable lever for business efficiency and growth.\u003c\/p\u003e\n\n\u003c\/body\u003e","published_at":"2024-01-20T07:17:40-06:00","created_at":"2024-01-20T07:17:41-06:00","vendor":"Consultants In-A-Box","type":"Marketing software","tags":["Ad campaign management","Ad creative management","Ad optimization","Ad performance tracking","Ad targeting","AdCritter","Advertising platform","Advisory services","Advisory solutions","Automation","Business applications","Business consultants","Business development","Business experts","Cloud computing","Comprehensive solutions","Consulting packages","Consulting services","Customized consultancy","Data management","Digital advertising","Expert advice","Industry specialists","IT consulting","IT infrastructure","IT services","IT solutions","Management consulting","Marketing Software","Professional guidance","Sales Software","Social Media software","Software development","Software engineering","Software solutions","Strategic advisors","Tailored consulting","Tech solutionsSoftware integration","Technology platform"],"price":0,"price_min":0,"price_max":0,"available":true,"price_varies":false,"compare_at_price":null,"compare_at_price_min":0,"compare_at_price_max":0,"compare_at_price_varies":false,"variants":[{"id":47859553796370,"title":"Default Title","option1":"Default Title","option2":null,"option3":null,"sku":"","requires_shipping":true,"taxable":true,"featured_image":null,"available":true,"name":"AdCritter","public_title":null,"options":["Default Title"],"price":0,"weight":0,"compare_at_price":null,"inventory_management":null,"barcode":null,"requires_selling_plan":false,"selling_plan_allocations":[]}],"images":["\/\/consultantsinabox.com\/cdn\/shop\/products\/dcdabc7485c54decbb67e083491c9d83.png?v=1705756661"],"featured_image":"\/\/consultantsinabox.com\/cdn\/shop\/products\/dcdabc7485c54decbb67e083491c9d83.png?v=1705756661","options":["Title"],"media":[{"alt":"AdCritter logo","id":37203956564242,"position":1,"preview_image":{"aspect_ratio":1.0,"height":864,"width":864,"src":"\/\/consultantsinabox.com\/cdn\/shop\/products\/dcdabc7485c54decbb67e083491c9d83.png?v=1705756661"},"aspect_ratio":1.0,"height":864,"media_type":"image","src":"\/\/consultantsinabox.com\/cdn\/shop\/products\/dcdabc7485c54decbb67e083491c9d83.png?v=1705756661","width":864}],"requires_selling_plan":false,"selling_plan_groups":[],"content":"\u003cbody\u003e\n\n\n \u003cmeta charset=\"utf-8\"\u003e\n \u003ctitle\u003eAdCritter | Consultants In-A-Box\u003c\/title\u003e\n \u003cmeta name=\"viewport\" content=\"width=device-width, initial-scale=1\"\u003e\n \u003cstyle\u003e\n body {\n font-family: Inter, \"Segoe UI\", Roboto, sans-serif;\n background: #ffffff;\n color: #1f2937;\n line-height: 1.7;\n margin: 0;\n padding: 48px;\n }\n h1 { font-size: 32px; margin-bottom: 16px; }\n h2 { font-size: 22px; margin-top: 32px; }\n p { margin: 12px 0; }\n ul { margin: 12px 0 12px 24px; }\n \u003c\/style\u003e\n\n\n \u003ch1\u003eAffordable, High-Impact Advertising: AdCritter with AI Integration and Workflow Automation\u003c\/h1\u003e\n\n \u003cp\u003eAdCritter unlocks sophisticated advertising — TV spots, digital billboards, programmatic buys, and a vast library of ready-made creative — for businesses that don’t have large media budgets or in-house creative teams. It packages production, placement, and targeting into a single platform so local retailers, regional franchises, and service providers can run professional campaigns without complex vendor relationships or heavy creative costs.\u003c\/p\u003e\n\n \u003cp\u003eCombine that accessibility with disciplined AI integration and workflow automation and the platform stops being just a media tool. It becomes an operational capability that automates repetitive tasks, enforces brand and regulatory rules, and continuously optimizes campaigns so leaders can measure real business impact. The result is digital transformation that reduces friction, cuts costs, and makes advertising repeatable and scalable.\u003c\/p\u003e\n\n \u003ch2\u003eHow It Works\u003c\/h2\u003e\n \u003cp\u003eAt a practical level, AdCritter is a catalog and distribution platform rolled into one. Teams browse or search a library of pre-designed ads and commercials, pick creative that matches their offer, customize messaging for local audiences, choose channels (TV, billboard, streaming, programmatic), and schedule placements. The platform handles the mechanics of buying and delivering those placements so users don’t need to negotiate airtime or stitch together multiple vendors.\u003c\/p\u003e\n\n \u003cp\u003eFor operations and marketing leaders, the value is about simplifying workflows and reducing handoffs. Instead of coordinating a dozen contractors to produce regional ads, a store manager or a local marketer can derive a compliant version of a campaign in minutes. AdCritter’s template-driven approach shortens the creative lifecycle: updates to offers, legal copy, or promotional timing propagate through templates and are deployed across channels without manual file-by-file edits.\u003c\/p\u003e\n\n \u003cp\u003eWhere AdCritter traditionally ends — distribution and media delivery — automation and AI begin. By integrating the platform with other systems like point-of-sale, CRM, or analytics, teams can tie ad spend to business outcomes, automate creative personalization at scale, and ensure every placement aligns with brand governance.\u003c\/p\u003e\n\n \u003ch2\u003eThe Power of AI \u0026amp; Agentic Automation\u003c\/h2\u003e\n \u003cp\u003eAI integration and agentic automation mean software acts proactively to complete multi-step tasks that used to require human coordination. Instead of a marketer manually selecting assets, customizing copy, and uploading files, intelligent agents can evaluate performance data, choose the best creative mix, adapt messaging for a neighborhood, schedule placements during peak attention windows, and report outcomes — all while keeping humans in the loop for approvals and strategy.\u003c\/p\u003e\n \u003cul\u003e\n \u003cli\u003eCreative optimization agents analyze historical performance and audience signals to recommend which ads, lengths, and channels are most likely to meet a given objective, reducing guesswork and accelerating campaign performance.\u003c\/li\u003e\n \u003cli\u003eWorkflow bots automatically populate templates with location-specific details (store hours, local offers, compliance text), generate the required files, and send them into the scheduled distribution pipeline — cutting manual editing and versioning errors.\u003c\/li\u003e\n \u003cli\u003eConversational AI intake agents gather campaign requests from franchisees or branch managers, validate required fields, route the request to the right approval path, and create a draft campaign that can be approved in minutes rather than days.\u003c\/li\u003e\n \u003cli\u003eAutomated reporting agents pull KPIs from AdCritter and analytics platforms, normalize results across channels, produce concise executive summaries, and surface anomalies that need human attention — turning raw data into decision-ready insights.\u003c\/li\u003e\n \u003cli\u003eBudgeting and bidding agents adjust programmatic bids in real time to prioritize placements that meet a performance threshold (e.g., cost per lead or incremental sales), helping teams stay within budget while maximizing impact.\u003c\/li\u003e\n \u003c\/ul\u003e\n\n \u003ch2\u003eReal-World Use Cases\u003c\/h2\u003e\n \u003cul\u003e\n \u003cli\u003e\n\u003cstrong\u003eLocal Retail Rollouts:\u003c\/strong\u003e A regional retailer launches a seasonal promotion. An AI assistant creates location-tailored ad variants by inserting store hours, local pricing, and inventory hints into templates. Automation schedules TV spots in local markets and programmatic display for nearby online shoppers so each store goes live simultaneously without manual uploads.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eFranchise Compliance \u0026amp; Speed:\u003c\/strong\u003e Franchise owners submit a short brief via a chat interface. A conversational AI verifies brand and legal compliance, selects pre-approved creative, and triggers a controlled publish workflow. What used to require multiple emails and sign-offs now follows a governance-backed, auditable path that reduces launch time from days to hours.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eEvent and Promotion Blitzes:\u003c\/strong\u003e A services business needs urgent exposure for weekend offers. An automation agent evaluates audience behaviors, recommends high-impact slots on digital billboards and connected TV, and programmatically adjusts budget allocations across channels to maximize impressions within a tight budget window.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eCross-Channel Attribution:\u003c\/strong\u003e An analytics agent links AdCritter placements with point-of-sale and web conversions, producing a unified attribution scorecard. Marketing and operations can see which specific billboard, TV spot, or programmatic bundle drove foot traffic or online purchases, making investment decisions evidence-based.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eAd Inventory Consolidation:\u003c\/strong\u003e Marketing ops centralizes scattered assets into AdCritter and uses automated tagging and search so any marketer or store manager can surface the right creative variant for a campaign, season, or local event in seconds instead of searching folders.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eTest-and-Learn Programs:\u003c\/strong\u003e Teams run A\/B tests across creative and channels with automated reporting that identifies winners and propagates successful variants to similar markets, accelerating learning and improving return on ad spend.\u003c\/li\u003e\n \u003c\/ul\u003e\n\n \u003ch2\u003eBusiness Benefits\u003c\/h2\u003e\n \u003cp\u003eWhen AI integration and workflow automation are applied to advertising operations, the benefits extend beyond speed. They reshape how teams work, where leaders focus, and how investments are measured. The tangible outcomes include time saved, lower operational cost, fewer errors, and greater confidence that ad spend is driving real business results.\u003c\/p\u003e\n \u003cul\u003e\n \u003cli\u003e\n\u003cstrong\u003eTime savings:\u003c\/strong\u003e Automating creative assembly, targeting configuration, and scheduling shrinks campaign setup from days to hours. Teams spend less time on repetitive tasks and more on strategy, creative direction, and high-value decisions.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eCost efficiency:\u003c\/strong\u003e Using pre-designed creative and programmatic distribution reduces the need for expensive production cycles and large agency retainers. Automated bidding and budget rules help prevent overspend while improving efficiency.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eConsistency and compliance:\u003c\/strong\u003e Automation enforces brand and regulatory rules across every ad variant. That reduces the risk of off-brand messaging or missing legal copy in regulated industries like healthcare or finance.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eFaster experimentation:\u003c\/strong\u003e Low-friction setup and automated reporting make frequent A\/B tests practical. Iteration cycles shorten, enabling teams to refine messaging and channel mix more often and with less cost.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eScalability:\u003c\/strong\u003e AI agents manage repetitive, rules-based work so organizations can scale campaign volume and geographic reach without proportionally increasing headcount.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eImproved collaboration:\u003c\/strong\u003e Automated workflows create transparent approval paths, capture feedback in a single system, and keep stakeholders aligned on objectives and outcomes.\u003c\/li\u003e\n \u003cli\u003e\n\u003cstrong\u003eBetter decision-making:\u003c\/strong\u003e Integrated attribution and automated insights help leaders connect ad placements to tangible KPIs — sales, leads, or foot traffic — so budgeting and strategy are data-informed rather than intuitive.\u003c\/li\u003e\n \u003c\/ul\u003e\n\n \u003ch2\u003eHow Consultants In-A-Box Helps\u003c\/h2\u003e\n \u003cp\u003eConsultants In-A-Box specializes in turning platforms like AdCritter into repeatable business capabilities. The team blends implementation, system integration, AI enablement, and workforce development to ensure automations deliver measurable value and can be sustained by internal teams.\u003c\/p\u003e\n\n \u003cp\u003eThe work begins with process discovery and prioritization: mapping current campaign workflows, identifying bottlenecks, and quantifying potential value from automation. That analysis highlights quick wins (faster campaign launches, fewer compliance failures) and longer-term gains (closed-loop attribution, automated optimization).\u003c\/p\u003e\n\n \u003cp\u003eNext, the team designs and implements integrated workflows that connect AdCritter to other systems — POS, CRM, analytics — so campaign outcomes are measured against business metrics. They configure AI agents and rule-based bots to perform routine tasks: populate templates, validate brand elements, route approvals, adjust programmatic bids, and produce executive reports. Every automation includes audit logs and configurable human-in-the-loop checkpoints so governance and accountability remain intact.\u003c\/p\u003e\n\n \u003cp\u003eFinally, Consultants In-A-Box focuses on adoption. Training is role-based and practical: store managers learn how to request and preview a localized campaign; regional marketers learn how to interpret automated scorecards and iterate; operations teams learn how to manage the agent rules and change thresholds. Documentation, playbooks, and phased rollouts make sure improvements stick and scale across multiple locations or business units.\u003c\/p\u003e\n\n \u003ch2\u003eSummary\u003c\/h2\u003e\n \u003cp\u003eAdCritter democratizes professional advertising by offering a vast library of creative assets and access to TV, billboards, and programmatic channels. Layering AI integration and agentic automation transforms that capability into an operational engine: campaigns launch faster, brand governance is enforced at scale, costs fall, and attribution becomes actionable. With structured implementation, integrations, and workforce development, organizations can turn advertising into a repeatable, measurable lever for business efficiency and growth.\u003c\/p\u003e\n\n\u003c\/body\u003e"}