It's a good question that I've been asked many times. I've put the same question to agencies myself many times: Buy why do we need you?" and no one could give me an answer. It's no secret that game companies are good at doing their own buying. This is related primarily to the fact that user acquisition has to be tightly integrated with operations. You need to react quickly to any changes inside the game: special offers, variations in user behavior, and so on. It's hard for an outside agency to get a handle on all this. In addition, game teams are very sensitive about their data and don't like to share it. But without the data, traffic providers can't optimize for the specific KPIs and goals that the buyers have. If we can actually answer the question "How can an agency be useful?", it's probably some very narrow types of services that are complicated or expensive for developers and publishers to master right off. One example is traffic in Asia, which is really difficult to work with in Europe. It requires either presence in an Asian region, or local partners.