New Utah tech business accelerating innovations by simulating them

Qualtrics, Podium, InMoment and other efforts born and built in the Beehive State have carved out impressive successes in this new tech-created …

SALT LAKE CITY — Last year, Netflix fo-founder Mitch Lowe told a Utah audience that the key to a successful business was finding and solving “transactional stresses.”

Of course, most people are familiar with how efficiently Netflix eliminated the trip to the video store and further enhanced our collective viewing by innovating technology, driven by artificial intelligence, to guess what movies and shows we might like to watch next.

Identifying those transactional stresses and helping companies abolish them is at the heart of so-called customer experience companies, and Utah has a rising reputation for creating some of the best companies out there. Qualtrics, Podium, InMoment and other efforts born and built in the Beehive State have carved out impressive successes in this new tech-created realm.

Spenser Heaps, Deseret News

Cydni Tetro, CEO and founder of ForgeDX, poses for photos at the company’s office in Salt Lake City on Friday, Jan. 18, 2019.

Now, a new business from veteran entrepreneur and founder of the long-running Utah-based advocacy group Women Tech Council, Cydni Tetro, is aiming to make it easy for technology companies to simulate and communicate how their emerging innovations will make things, well, easier.

Tetro said a wave of advancements in areas like facial recognition, artificial intelligence, machine learning and 5G service for mobile devices is set to fundamentally alter how individuals interact with companies they do business with, or even work for. And her company, ForgeDX, has created a way to simulate the experience of new technology even before it’s implemented.

“We’re providing the platform that lets customers and businesses see what the technology changes,” Tetro said. “5G is a nebulous concept for most people, as is artificial intelligence or machine learning. We’re able to simulate how new technology will integrate and enhance a customer’s experience.

“And the reason that that’s so powerful is we live in a world where if you can create a visualization, and see something come to life, you understand the impact it will have.”

ForgeDX’s platform helps companies create presentations that simulate new technology.

Say your own a professional sports team and you want to create an interactive stadium sports experience where, once a fan has purchased tickets for an event, they get personalized, concierge-level guidance, that may rely on facial recognition tech, micro-location and artificial intelligence to ease your path. The near-future system might help you find a parking spot closest to your seat, get a birthday shout out on the Jumbotron for your kids and accommodate ordering merchandise and food that’s delivered directly to your seat. Oh, and you just might be able to stream instant replays on your phone or weigh-in on a fan insta-poll about that last call the official made.

ForgeDX can, Tetro said, assemble all these technology-based add-ons in a simulation that re-creates before its happened exactly how they will shape and enhance the experience of that sports fan.

And the platform is designed to be infinitely adaptable to work for whatever business sector a client happens to be in. Financial services, hospitality, health care, retail and others have all already started making use of the ForgeDX simulations.

Tetro said the company launched quietly a little over a year ago, and she and her executive team made the decision to fly under the radar, working with early clients from the Fortune 20 and Fortune 100 list of companies, to evolve and develop the tool. And so far, it’s been a huge hit.

“We were able to achieve break-even status by the end of our first year,” Tetro said. “And we anticipate growing our client list and revenues by a factor of three or four in the coming year.”

One of those happy clients is information technology giant Cisco Systems. Devin Hood, director of digital marketing at Cisco, said ForgeDX was revolutionizing the ability of the company to share how new technologies it’s developing can help create positive customer experiences.

“The product that Cyd and her team have been developing has had an incredible impact on our digital organization and sales team,” Hood said. “When we began using ForgeDX in August of last year, our team who specializes in customer demos was amazed at the power and capabilities of the product. It is a new and unique way to showcase the power of our technology and digital capabilities to our customers and internal stakeholders.”

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Tetro has previously launched and run tech companies working in emerging tech like 3D printing and worked for Disney in helping integrate technological innovations to improve and enhance guest experiences. She said ForgeDX is not only helping companies visualize how to create better and more satisfied customers, but playing a role in getting that technology in the hands of consumers much more quickly.

“We think about the platform as being able to create these interactive digital simulations and what you’re simulating is how the new technology can change the customer’s experience,” Tetro said. “And, that’s helping to accelerate the adoption of these new technologies.”

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Marfeel Collaborates with AppNexus and Rubicon Project to Develop Server-to-Server Header …

Marfeel is backed by strategic investors in the mobile space, including Nauta Capital, BDMI and Elaia Partners. To learn more about Marfeel, please …

BARCELONA, Spain (PRWEB)January 21, 2019

Marfeel, an ad tech platform that revolutionizes the way publishers create, optimize, and monetize mobile websites, is now working with AppNexus and Rubicon Project to advance the evolving technology of server-to-server header bidding.

This new collaboration denotes Marfeel as a leading developer of innovative ways to increase the performance and effectiveness of programmatic advertising. Advanced header bidding technology offers a significant advantage to Marfeel’s digital publishing partners, helping them monetize content and maximize revenue.

What prebid delivers to publishers

Marfeel is working with, an independent organization and a pioneer in fair, transparent, and efficient server-to-server header bidding. AppNexus originally created Prebid in 2015 to make header bidding simpler for publishers. In 2017, AppNexus and Rubicon Project founded to set the standard for implementing header bidding in the ad tech ecosystem.

As an optimized foundation for digital advertising technology, Prebid is the most widely used header bidding wrapper, or container, on the web today, supporting more than 60 demand partners along with numerous publishers and analytics providers. It functions as an open source library as well, helping publishers implement the new technology and monetize their content.

Prebid auctions ad inventory in multiple SSP’s (Supply-side platforms) reaching multiple exchanges and therefore, several entry points with most of the DSP’s. By doing so, the bid density for every ad increases substantially and the value of every impression rises accordingly.

Setting standards in ad tech

As part of Prebid, Marfeel is not just supporting or adopting header bidding, but contributing to its creation and growth. Joining this effort reflects Marfeel’s status as an important player in the ad tech and digital publishing industry. Specifically, it reflects the fact that Marfeel has already developed its own server-side header bidding technology, called MBid, which moves the logic for header bidding from the client side to the server side. The company is currently rolling out Mbid across its global customer base.

Publishers partnering with Marfeel are among the first in the industry to employ server-to-server header bidding. MBid technology gives them an edge over their competitors by optimizing performance and maximizing revenues. Marfeel founder Xavi Beumala says. “Other publishers are stuck on the sidelines, trying to catch up, while our partners have the benefit of working with a true leader in the ad tech ecosystem. The bottom line is, Marfeel publishers can access unparalleled ad tech value, resulting in greater revenues.”

About Marfeel

Marfeel is an ad tech platform that revolutionizes the way publishers create, optimize, and monetize mobile websites. Marfeel’s proprietary technology analyzes publishers’ unique audiences—user habits, behavior and usage patterns—and dynamically adjusts their mobile site layouts to maximize readership, engagement, page views, loading time, and ultimately ad revenue.

Marfeel’s exclusive partnerships with over 20,000 global ad networks and exchanges ensure top-paying ads from premium advertisers. Now reaching more than 500 million mobile readers a month, Marfeel’s mobile website conversion and monetization solution has been recognized by leading industry brands such as Google and the IAB. Publishers that already benefit from Marfeel include Dennis Publishing (US/UK), Elle (MX), The Washington Times (US), and Euronews. Marfeel is backed by strategic investors in the mobile space, including Nauta Capital, BDMI and Elaia Partners. To learn more about Marfeel, please visit

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The Trends That Will Define Mobile Advertising in 2019

2019 will represent another year of growth, evolution, and maturation in the mobile space. Smaato’s Garetch Noonan lets us in on the areas to watch …

2019 will represent another year of growth, evolution, and maturation in the mobile space. Smaato’s Garetch Noonan lets us in on the areas to watch this year.

These days, mobile advertising predictions are practically akin to digital advertising predictions, given mobile’s swift and continued rise to prominence. This year, mobile’s share of the U.S. digital ad market climbed to 63 percent of total digital ad spending, and it shows no sign of slowing. Yet despite this growing dominance of spending, space still represents a unique and fascinating opportunity that is distinct in so many ways from all of its channel predecessors, both traditional and digital.

Also Read: 5 Thought Provoking Tips from the Experts for Better Digital Advertising Results

2019 will represent another year of growth, evolution, and maturation in the mobile space. These are the areas to watch:

5G Shifts Usage, Expectations

5G networks won’t become widespread in 2019, but the groundwork is being laid for an explosion in the coming years. And in 2019, the ad tech industry will begin preparing for eventual 5G ubiquity.

With speeds more than 20 times faster than current 4G networks, 5G will have an especially massive impact on video. 5G will enable users to stream large, high-quality videos faster than ever before, suggesting that time spent in a video will reach new heights. When it comes to 5G, China is the country to watch, as it is home to more than one-third of all current 5G mobile connections worldwide.

Spending Follows Consumers Into Rewarded Video

Publisher and advertiser adoption of opt-in value exchange advertising, also known as rewarded video ads, is on the rise. This growth is fueled by consumer impatience with intrusive ads, brands’ desire to connect with consumers in more meaningful ways, and publishers’ quests for new revenue streams via ads that engage. In fact, mobile ad spending on the Smaato platform for rewarded video increased four-fold in 2018, and we expect this growth to continue in 2019. The beauty of rewarded video is that it represents a win for advertisers, publishers, and consumers alike. In fact, according to Mary Meeker’s annual Internet Trends report, 68 percent of people have a positive attitude toward rewarded ads, a higher percentage than any other ad category in the study.

OTT Spending Accelerates

Rewarded video isn’t the only category poised for impressive growth in 2019. As the cord-cutting trend continues, advertisers are getting serious about reaching consumers in over-the-top environments. In 2018, OTT ad revenue reached an estimated $2 billion, up 40 percent over 2017. That’s just the tip of the iceberg.

Marketers who are still trying to wrap their heads around the shift to OTT need to be thinking about these buys more like in-app advertising than the next wave of TV. After all, content on connected TV and OTT platforms is analogous to apps — just on a larger screen. We can expect the buying mechanics of CTV and OTT to mature accordingly.

Augmented Reality Gets Real — Again

Augmented reality has been identified as a “trend to watch” for years now, and in 2019, it’s going to see renewed interest — and a significant bump in spending. As these experiences become increasingly common and accessible via personal devices, AR is going to slowly but gracefully transition from buzzword to mobile staple.

The big catalyst in 2019 will be Niantic’s Harry Potter: Wizards Unite, which App Annie expects will exceed $100 million in consumer spending in its first 30 days. That’s not quite Pokémon GO levels, but it’s significant — and you can bet advertisers will be paying attention. In fact, global AR ad revenues are expected to increase by more than 80 percent year-over-year in 2019.

Supply Path Optimization Will Mature

Not all mobile developments in 2019 will be quite as flashy as the new AR experiences that are sure to command headlines. Others will represent less-ostentatious but the much-needed groundwork for an improved mobile media landscape. In particular, we’re going to see improvements in supply path optimization (SPO), as DSPs refine their processes for working with SSPs. As header bidding gains traction in the in-app space, DSPs will need to process more impressions per second, which will also make SPO more crucial. But how DSPs choose to streamline their processes (e.g. filtering bids by relevancy and their chance of winning the auction) can look very different.

Generally speaking, the maturation of supply path optimization speaks to the larger need for greater simplicity within the mobile ecosystem. Overall, we’re going to see brands, DSPs, networks, and agencies look to reduce the number of sell-side vendors they work within 2019 and beyond.

Also Read: To Bid or Not to Bid? That Is the Question for DSPs

Transparency, App-ads.txt, and True In-App Header Bidding Efforts Skyrocket

Finally, let’s talk transparency. If you tired of all the “transparency in mobile” headlines in 2018, then buckle up, because 2019 is going to see an acceleration in the pursuit of transparency, control, and the fight against fraud in the mobile space. For one, we’re going to see a significant shift in the in-app header bidding space, as today’s mediated auction solutions give way to true header bidding solutions that enable all bids to compete at the exchange level — in real time and transparently.

We’re also going to see mobile at last catching up to the desktop space when it comes to much-needed initiatives like ads.txt and — eventually — ads.cert. At the end of November, the IAB Technology Laboratory released its much-anticipated app-ads.txt specification in beta, and the specification is open for public comment through February 4, 2019. Even as these initiatives take root, the industry should also expect to see other transparency-driven developments in emerging fields like blockchain.

In other words, the fight against mobile fraud is and will continue to be waged on all fronts in 2019. And that’s a good thing. Just as mobile ad investments continue to outpace expectations, so does the rate with which the industry is racing to shore up its value and trustworthiness on all fronts — for advertisers, publishers, and consumers alike.

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DoubleVerify Acquires Leiki; GroupM UK Verified by ABC to JICWEBS Anti Ad-Fraud & Brand …

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – and in this edition: DoubleVerify …

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – and in this edition: DoubleVerify Acquires Leiki; GroupM UK Verified by ABC to JICWEBS Anti Ad-Fraud & Brand-Safety Principles; Tappx Partners with Pixalate to Guard Against Connected TV/OTT Ad Fraud; Vivaldi Acquires Gravity Thinking; and GeoEdge First to Bring Real-Time Ad Security & Quality to Mobile In-App Environments

DoubleVerify Acquires Leiki

DoubleVerify, the leading independent provider of marketing measurement software and analytics, announced on Sunday (14 January) that it has acquired Leiki, Ltd., a leading contextual intelligence and content classification platform headquartered in Helsinki, Finland, and with operations across Europe. The transaction was completed as an all-cash, all-stock offer on 27 December, 2018.

The Leiki acquisition further strengthens DV’s core global brand reputation capabilities, ensuring that brands advertising on the internet are matched with appropriate and relevant content. Leiki’s semantic AI software engine provides high-definition analysis of any piece of text (e.g. complex news articles) or contextual video data. DoubleVerify uses content analysis data to protect brand reputation throughout the media transaction (pre- and post-bid) and to enable proactive contextual targeting of content aligned with a brand’s equity or target audience profile.

The acquisition also brings a tenured team with specialised ontological expertise and deep relationships with brands and premium publishers internationally. Moreover, Leiki experts classify content in-language worldwide – helping DV address the brand reputation needs of its global customer base.

Commenting on the acquisition, Wayne Gattinella, DoubleVerify CEO, said: “Leiki’s data-driven technology platform and advanced content classification expertise dovetail perfectly with DV’s global brand reputation offering – a core competency since our company’s inception over a decade ago. We are delighted to welcome the Leiki team – a uniquely talented group, who are experts in language ontology and content analysis.”

Leiki CEO and founder, Dr Petrus Pennanen, added: “The entire Leiki team is thrilled to join forces with DoubleVerify – a rapidly expanding, global organisation with a best-in-class brand reputation solution. We are going to market with even stronger capabilities through close integration of Leiki’s semantic technology and expertise with DV’s industry-wide platform.”

GroupM UK Verified by ABC to JICWEBS Anti Ad-Fraud & Brand-Safety Principles

GroupM UK, the world’s leading media investment group, has achieved two JICWEBS Seals of Compliance, as verified by independent auditor ABC, demonstrating that the company has met industry-agreed standards to actively reduce the risk of both advertising misplacement (linked to the issue of brand safety) and exposure to advertising fraud.

The JICWEBS Principles are industry-approved guidelines against which media buyers, publishers, or intermediaries can be verified. The aim of the Principles, and ABC’s verification programme, is to promote confidence in the industry by demonstrating that companies like GroupM UK are providing targeted protection against some of the key issues affecting the online advertising industry.

JICs (Joint Industry Currencies) ABC and JICWEBS are supplying the online media industry with a trusted and robust currency on which media space can be bought and sold.

Stevan Randjelovic, brand safety manager, GroupM EMEA, comments: “At a time when brand safety and ad fraud remain core digital advertising challenges, we believe the industry should be committing to best industry practices and independent certification, which is the core mission of JICWEBS. We are pleased to receive our DTSG seal once again and obtain the anti-ad fraud accreditation for the first time – both applicable across all GroupM divisions. This not only demonstrates our commitment to media quality and integrity, but that we truly walk the talk.”

Simon Redlich, chief executive, ABC, adds: “Congratulations to GroupM UK for achieving two JICWEBS Seals following verification by ABC. This recognises its compliance with the JICWEBS Principles for both anti-fraud and brand safety. GroupM UK is leading by example in demonstrating its commitment to a safer, more transparent digital ad trading environment.”

For more information on ABC’s Verification Services click here.

Tappx Partners with Pixalate to Guard Against Connected TV/OTT Ad Fraud

Tappx has partnered with Pixalate in order to offer advanced invalid traffic (IVT) detection technology for its over-the-top (OTT) services. The global Tappx solutions, which will be enhanced by Pixalate technology, includes ‘Ad-Replacement’ services for digital TV; ‘Dynamic Ad Insertions’ (DAI), digital TV ad time-slot detection and insertion of programmatic video ads; and ‘Addressable TV’ ads, which deliver targeted and personalised ads based on TV user interests.

Traditionally speaking, OTT was a ‘secure environment’, typically set within the parameters of ‘digital commercial sales’ and championed by larger broadcasters and publishers. However, OTT has evolved over the years. There are a growing number of viral content platforms appearing each day across an ever-expanding app ecosystem. OTT advertising spend continues to grow at a rapid pace – Magna projects a 40% jump in 2018 – but the fragmented ecosystem has opened the door for fraudulent activity.

Jalal Nasir, Pixalate CEO, comments: “Marketers have expressed concerns over inventory quality and ad fraud in OTT; and our industry-first MRC accreditation directly addresses those challenges. OTT advertising is rapidly expanding; and as the industry’s first solution for ad-fraud detection and prevention in OTT, Pixalate is ready to guard the growing investments.”

José Manuel González Pacheco, advanced TV and audio advertising strategist and partnerships director, Tappx, adds: “The importance of trust and transparency, combined with the ability to control anti-fraudulent activities, directly correlates to a ‘maximum priority’ for advertising and content service providers. Pixalate brings outstanding protection to the Tappx portfolio of in-app programmatic solutions, and now we’re pleased to utilise Pixalate MRC-accredited solutions for OTT. Pixalate has helped Tappx implement strategies that reduced IVT by blocking fraudulent apps and increasing app scale.”

Vivaldi Acquires Gravity Thinking

Global strategy firm Vivaldi announced Wednesday (16 January) the acquisition of London-based award-winning digital creative agency Gravity Thinking – whose clients include Hyundai, Pizza Hut, and William Grant & Sons – as part of its drive to deliver tangible impact and proven growth strategies to clients.

The deal adds Gravity’s innovative social and digital marketing capabilities to Vivaldi’s existing business, brand strategy, and data analytics offering, allowing the combined group to deliver strategies based on demonstrable impact, supported by first-rate customer journey analytics and brand funnel optimisation. The two companies are already working together on clients in the enterprise software, tourism, and retail sectors.

Gravity Thinking’s managing partners Stephen Firth and Andrew Roberts will join Vivaldi’s leadership team and continue to be based in London. All of Gravity Thinking’s staff will be retained and will work closely with Vivaldi’s global team across their nine offices, including New York, Chicago, Toronto, Buenos Aires, London, Zurich, and Munich.

Gravity Thinking was advised by leading growth and M&A advisors Waypoint Partners who supported the managing partners throughout the process, leveraging an acute understanding of the M&A landscape to bring the deal to completion.

The announcement caps a year of expansion, client growth, and new thought leadership for Vivaldi. The combined organisation, driven by an agile methodology to launch new ideas, concepts, and brands in the market, will be integral to delivering the company’s flagship work on platform business models.

Tom Ajello, Vivaldi’s global chief creative officer, comments: “Our industry still operates in silos. Yet people and brands have evolved – we are the only independent global player that has the passion and persistence to successfully merge what others have kept separated for too long.”

Erich Joachimsthaler, Vivaldi founder and CEO, adds: “The deliberate integration of strategy expertise, award-winning creativity, and in-market activation is absolutely necessary in the new model of building brands. I’m looking forward to an exciting year ahead, bringing together these two companies that share similar views and cultures.”

Gravity Thinking managing partner, Andrew Roberts, said: “We’re thrilled to join the Vivaldi family and are inspired by their pioneering thought leadership on brand-building and growth. We are looking forward to working with them to bring growth strategies to life through in-market activation.”

Founded in 2007 by managing partners, Andrew Roberts and Stephen Firth, Gravity Thinking has gained acclaim with many of the world’s forward-looking brands for its unique storytelling and relentless focus on data, resulting in the delivery of innovative marketing and measurable social and digital activation.

Otto Stevens, partner at Waypoint Partners, concludes: “Vivaldi’s acquisition of Gravity Thinking is smart, mutually beneficial, and has client interests at its core. Vivaldi has taken a significant step towards the development of deeper executional capabilities and strengthened its foothold in the European market; while Gravity has unlocked the potential for rapid growth and gained access to a new calibre of client. We’re proud of our role in facilitating this deal.”

Alongside Waypoint Partners, Gravity Thinking was advised on legal issues by Kemp Little, whilst Vivaldi used Humphreys Law for its legal and tax counsel.

GeoEdge First to Bring Real-Time Ad Security & Quality to Mobile In-App Environments

Despite a decrease in mobile threats in 2018, according to security firm Avast, the company reported a 49% increase in ad-based malware last year; and just last week, researchers at security provider Trend Micro discovered 85 different apps pushing adware to unsuspecting Android users.

According to data from GeoEdge’s real-time blocking, the majority of malicious and sexually offensive ads discovered over the last six months were on iOS and not Android.

To address the growing challenges of malicious and sexually offensive in-app ads, GeoEdge, the premier provider of ad security and verification solutions for the digital advertising ecosystem, released on Wednesday (16 January) its solution for in-app real-time blocking of malicious and inappropriate ads. This SDK is the digital marketplace’s first available innovation for blocking bad ads in real time within the in-app environment.

With eMarketer projecting that two-thirds of programmatic ad budgets will go towards mobile next year (of which 90% will be bought programmatically), and with in-app growing much faster than the mobile web, publishers and app developers need to provide their users with the same protection and security on mobile that is provided on desktop. The digital industry has already seen advances like header bidding and ads.txt expand into mobile environments. However, up until now, security and ad quality in mobile have lagged behind the standards that have become customary on desktop.

GeoEdge brings mobile security and quality up to speed. Using the same proprietary, patent-pending technology that powers GeoEdge’s widely adopted solutions for the broader web, it detects security issues, inappropriate and sexually offensive ad creative, and user experience issues at the pre-impression level delivered by any of the major mediator SDKs. The tool blocks the bad ad before it renders and replaces it with an alternate ad already verified as safe and appropriate. This allows publishers to protect their users without losing the revenue they rely on for the future of their business. GeoEdge technology identifies issues ranging from redirects, drive-by downloads, viruses, and malicious files, to adult content, pop-ups, and device vibrations. GeoEdge is unique among ad security and quality vendors in its ability to identify and block inappropriate ad creative in real time, rather than just identifying the security risks.

Poor-quality ads increase a site’s bounce rate and lead to churn among a publisher’s or app developer’s users. By preserving the integrity of the in-app ad experience, publishers can more easily nurture their audiences, and provide them with quality, relevant content. Trusted and safe in-app environments promote loyalty, increase the lifetime value of the user, and drive greater overall revenue for the publisher and app developer.

GeoEdge presents developers with a mobile SDK that they can integrate directly into the app. It provides, via a web-based console, full reports on all activity the technology observes in the app environment. It also provides a BI view of data that can be visualised at the demand-source level.

This SDK solution is the logical next step in GeoEdge’s long-standing mission to preserve user experience and to allow publishers to combat bad ads proactively.

Amnon Siev, CEO, GeoEdge, comments: “By offering a Mediation SDK integrated with real-time blocking, GeoEdge is taming malicious and offensive ads and content on mobile by replacing the offending ads and content with safe ones, ensuring the revenue stream for app developers and a safe experience for users.”

GeoEdge enables the supply side to focus on publishing. The company handles malicious and unsafe advertising so that publishers, app developers, and supply-side clients can focus on optimising their advertiser campaigns and provide better and more effective relations with their clients in the time saved. GeoEdge enabled clients to find a 90-95% reduction in complaints, through the elimination of offensive and malicious ads, and gain full transparency and visibility of their entire ad inventory beyond the blocked malicious ads, enabling better management of each partner’s brand-safety needs.

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R3 Creates Corda Network Foundation to Manage Corda Blockchain Network

Blockchain technology provider R3 has set up the Corda Network Foundation, a group that will independently manage and operate its Corda …

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