GITNUXSOFTWARE ADVICE
Marketing AdvertisingTop 10 Best Advertise Software of 2026
Ranked roundup of advertise software for Google Ads, Meta Ads Manager, and Microsoft Advertising, with tradeoffs for buyers and media sellers.
How we ranked these tools
Core product claims cross-referenced against official documentation, changelogs, and independent technical reviews.
Analyzed video reviews and hundreds of written evaluations to capture real-world user experiences with each tool.
AI persona simulations modeled how different user types would experience each tool across common use cases and workflows.
Final rankings reviewed and approved by our editorial team with authority to override AI-generated scores based on domain expertise.
Score: Features 40% · Ease 30% · Value 30%
Gitnux may earn a commission through links on this page — this does not influence rankings. Editorial policy
Google Ads is the best fit if your team runs conversion-focused campaigns on Search, YouTube, and Shopping with tight tracking, whereas BuySellAds works better for teams that want predictable self-serve placements without DSP bidding complexity, and Microsoft Advertising is a strong alternative when you need Bing demand capture plus feed-driven promotion automation.
Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
Google Ads
Smart Bidding uses conversion value signals to automatically set bids per auction context.
Built for fits when teams run conversion-optimized ads on Google Search, YouTube, and Shopping with strong tracking discipline..
Microsoft Advertising
Editor pickCustomer-managed product feeds tied to Microsoft Merchant Center style workflows for dynamic product promotion at scale.
Built for fits when teams need Microsoft Search demand capture plus feed-driven promotions under automation..
BuySellAds
Editor pickMarketplace-driven direct ordering for display and newsletter sponsorships with placement coordination.
Built for fits when teams need predictable publisher placements without DSP bidding integration..
Comparison Table
Google Ads
enterpriseSearch, display, video, shopping, and app advertising platform with large reach and mature campaign controls.
Smart Bidding uses conversion value signals to automatically set bids per auction context.
Google Ads provides campaign planning and execution across Search, Display, YouTube, and Shopping surfaces while centralizing budgets, bids, and ad group structure. Automation is driven by Smart Bidding options that optimize for conversion value when conversion tracking is configured, plus responsive ad formats that adapt to queries and placements. Reporting includes standard breakdowns by search terms, audiences, device, geography, and network so changes can be linked to specific segments.
A key tradeoff is that granular control over every placement and bid point is limited compared with DSP workflows, so teams needing exchange-level buying controls may prefer Microsoft Advertising or Meta Ads Manager. Google Ads fits best when conversion tracking and asset management are already organized around Google intent and when optimization is the main operating loop.
- +Conversion-based Smart Bidding optimizes bids from configured conversion actions
- +Responsive Search and Demand Gen formats reduce manual ad variant workload
- +Search term and audience performance reporting supports targeted iteration
- +MCC account management supports agency and multi-account governance
- –Placement-level buying control is narrower than DSP exchange workflows
- –Learning and volatility can occur after major bid and budget changes
- –Creative approvals and asset review can slow high-volume iteration cycles
- –Cross-network attribution nuances require careful measurement setup
Performance marketing teams
Scale Search and Shopping leads
More conversions at lower CPA
E-commerce growth teams
Drive revenue from Shopping campaigns
Higher ROAS
Show 2 more scenarios
Agencies managing accounts
Operate multiple clients with MCC
Faster client iteration
Account hierarchy and delegated access support coordinated campaign changes.
App marketing teams
Optimize installs and in-app events
Improved event volume
Conversion tracking for app events feeds bidding decisions and reporting.
Best for: Fits when teams run conversion-optimized ads on Google Search, YouTube, and Shopping with strong tracking discipline.
Microsoft Advertising
enterpriseSearch and audience advertising platform across Bing, Microsoft properties, and partner inventory.
Customer-managed product feeds tied to Microsoft Merchant Center style workflows for dynamic product promotion at scale.
Microsoft Advertising is a fit when buying demand across Microsoft Search alongside a Microsoft-ecosystem audience. Core campaign types include search, dynamic search-style targeting, shopping feed promotion, and remarketing audience reuse. Conversion tracking and bid automation live in the same workflow as campaign creation, so optimization loops stay inside one operational surface.
A tradeoff versus Google Ads is narrower publisher inventory depth, which can limit incremental scale for broad reach strategies. Strong usage situations include teams already running Microsoft Search acquisition and extending it with feed-based promotions and scripted bulk changes. When campaign structure needs ongoing updates across many accounts, the API and bulk operations become the main efficiency lever.
- +Granular bid strategy controls for keyword-level and audience-level management
- +Feed-based product campaigns with update workflows for merchandising changes
- +Conversion tracking and reporting built around Microsoft Advertising events
- +Scriptable bulk changes through supported APIs for multi-account operations
- –Reach can be smaller than Google Ads for highly competitive national queries
- –Audit and role controls are less granular than what some enterprise suites provide
- –Migration effort rises when rebuilding structures from other ad networks
Performance marketing teams
Run Microsoft Search acquisition with automation
Higher conversion rate efficiency
E-commerce merchandisers
Promote catalog items from feeds
Faster catalog-to-ad updates
Show 2 more scenarios
Revenue operations
Synchronize campaign structure via API
Reduced manual campaign work
Provision campaigns and pull performance metrics into a BI or bidding system on a schedule.
Agency account managers
Manage multiple client accounts
Fewer coordination errors
Apply repeatable bulk changes and reporting extracts across accounts to keep optimization consistent.
Best for: Fits when teams need Microsoft Search demand capture plus feed-driven promotions under automation.
BuySellAds
SMBMarketplace for self-serve ad buys across newsletters, websites, podcasts, and developer-focused media.
Marketplace-driven direct ordering for display and newsletter sponsorships with placement coordination.
BuySellAds acts as an intermediary between brands and sites, with publisher listings, contact-based deal flows, and campaign delivery coordination handled through its marketplace process. The platform supports standard formats used in sponsorship buying, including display banner placements and email newsletter spots, with publishers communicating creative and scheduling expectations. Compared with ad server and RTB paths, it reduces auction complexity by focusing on agreed placements and start-stop dates.
The main tradeoff is limited programmatic automation because buys are negotiated and scheduled rather than optimized through auction-time bidding signals. It fits situations where a marketing team already knows the target sites or newsletters and wants predictable placements, reporting handoffs, and fewer integration steps.
- +Direct publisher inventory sourcing through curated listings
- +Simple order workflow for display banners and newsletter placements
- +Placement and scheduling coordination handled within marketplace flow
- +Fewer ad-tech integration steps than DSP-based buying
- –Limited auction-time optimization and bid automation
- –Attribution and performance reporting depend on agreed tracking setup
- –Scaling requires more manual coordination across publishers
Brand marketing teams
Sponsoring niche publisher newsletters
More consistent campaign delivery
Growth marketers
Testing curated display sites
Faster site-level learning
Show 1 more scenario
Publisher ad ops
Selling guaranteed ad inventory
More fill from direct buyers
List available ad spaces and coordinate campaign timing with advertisers through marketplace deals.
Best for: Fits when teams need predictable publisher placements without DSP bidding integration.
TikTok Ads
SMBTikTok Ads provides campaign management, audience targeting, creative tools, and conversion measurement for TikTok placements.
Spark Ads lets paid campaigns promote eligible organic TikTok posts with shared creative context.
TikTok Ads uses TikTok’s in-app ad ecosystem to run campaigns built around short video discovery, not search intent. It supports campaign creation, audience targeting, and creative formats such as Spark Ads and lead generation workflows directly inside the ads interface.
Measurement centers on TikTok Pixel and Conversion API events, which feed attribution reporting and retargeting audiences. Automation includes campaign-level optimization controls plus creative reporting that helps refine spend allocation across placements and objectives.
- +TikTok Pixel plus Conversion API supports server-side event delivery
- +Spark Ads tooling connects organic posts to paid promotion
- +Placement and format controls cover feed, Stories, and in-video placements
- +Conversion event reporting ties back to optimization and retargeting audiences
- –Governance controls are thinner than mature enterprise ad platforms
- –Creative performance reporting is less granular than some ad exchange workflows
- –API coverage can lag advanced bid and audience automation needs
- –Attribution outcomes can be sensitive to event quality and deduplication
Best for: Fits when brands need fast-to-market short video acquisition and can implement Pixel plus Conversion API.
StackAdapt
enterpriseStackAdapt is a self-serve programmatic advertising platform covering native, display, video, audio, and connected TV.
Campaign-level optimization tied to delivery outcomes, including placement context surfaced in reporting.
StackAdapt runs programmatic display and video buying with audience targeting and campaign optimization workflows tied to ad delivery. The product is built for DSP-style execution across display, video, and native placements, with reporting that maps spend to performance outcomes.
Configuration focuses on how targeting, creatives, and bidding decisions get translated into ad calls on exchanges and inventory partners. Automation is centered on optimization loops across campaigns rather than on manual insertion-order style governance.
- +Strong campaign performance reporting with drilldowns by placement and tactic
- +DSP execution workflow supports display, video, and native under one interface
- +Audience targeting controls are practical for common segmentation and retargeting
- +Creative and landing-page linkage helps optimization decisions stay connected
- –Requires disciplined campaign structuring to keep results comparable across audiences
- –Less transparent visibility into supply details than some exchange-native buying tools
- –Frequent changes demand careful QA to prevent pacing and targeting regressions
- –Integration and automation depend on implementation effort for advanced needs
Best for: Fits when mid-market teams need a DSP workflow across display, video, and native with performance reporting.
Quantcast
enterpriseQuantcast provides audience intelligence, programmatic media buying, measurement, and consent management tools.
Quantcast measurement that connects audience segments to conversion and campaign outcomes for evaluation and optimization cycles.
Quantcast is an advertising and audience measurement vendor used by brands and agencies to connect campaign targeting with outcomes across channels. It focuses on audience definition and data activation tied to its measurement stack rather than serving as a general-purpose ad server.
Quantcast supports integrations that let buyers push audiences into ad buying workflows and validate performance signals. Teams use its analytics and reporting to compare audience segments, campaign delivery, and conversion impact.
- +Audience activation tied to Quantcast measurement signals for campaign evaluation
- +Integration paths for routing segments into downstream buying workflows
- +Reporting that links segment selection with delivery and conversion outcomes
- +Tools for ongoing audience refinement across campaign cycles
- –Less suitable as a generic ad server replacement for custom delivery logic
- –Activation workflows can require data and governance discipline to stay consistent
- –API coverage tends to favor audience and measurement flows over full creative delivery control
- –Attribution behavior may feel opaque without careful partner setup
Best for: Fits when teams run audience-led campaigns and need measurement-linked targeting across multiple ad platforms.
Amazon Ads
enterpriseAmazon Ads supports sponsored listings, display campaigns, video advertising, and audience activation across Amazon properties.
Sponsored Brands and Stores reporting and optimization tied to Amazon catalog and shopper engagement signals across retail surfaces.
Amazon Ads connects ad buying directly to Amazon retail and streaming placements, which makes it different from search-centric ad managers. It supports Sponsored Products, Sponsored Brands, Sponsored Display, and Stores so brands can run shopper intent campaigns across Amazon surfaces.
Campaign creation, targeting, and reporting are built around Amazon catalog signals, customer audiences, and on-site performance metrics. Automation is handled through bulk operations and interface workflows plus Amazon’s programmatic and API options for buyers who need higher throughput.
- +Direct access to Amazon shopper and streaming inventory with placement-specific reporting
- +Audience and targeting options built around Amazon retail and first-party signals
- +Bulk campaign workflows reduce repetitive changes across large product sets
- +API options support automated provisioning and syncing with external systems
- –Reporting and attribution views are less portable than multi-network ad reporting setups
- –Product and catalog-based campaign structure increases setup complexity for new advertisers
- –Some automation relies on Amazon-managed tooling rather than fully custom logic
- –Governance across multiple business units needs careful account and naming conventions
Best for: Fits when brands need shopper-intent ad control inside Amazon and want repeatable bulk workflows.
Pinterest Ads
SMBPinterest Ads enables promoted pins, shopping campaigns, audience targeting, and conversion tracking.
Pinterest tag conversion tracking paired with server event uploads for higher match rates across sessions.
Pinterest Ads ties campaign delivery to interests, search intent signals, and idea-level content formats like Promoted Pins. Reporting centers on campaign, ad group, and pin-level performance with conversion tracking via Pinterest tag and CAPI-style server events.
Automation supports bulk changes and audience build workflows for standard retargeting and lookback windows. Governance is handled through role-based access controls inside the business account with audit visibility for key changes.
- +Interest-first targeting aligns ad delivery with idea and search intent behaviors
- +Conversion tracking combines browser signals with server-side event uploads
- +Bulk editing and structured reporting support multi-campaign operations
- +Audience workflows make retargeting lists and lookback reuse practical
- –Limited control over low-level auction inputs compared with ad-exchange stacks
- –Creative formats are less varied than video-first ecosystems
- –Attribution model controls are narrower than ecosystems with advanced MMM options
- –Frequency management needs careful testing due to sparse native reporting depth
Best for: Fits when visual discovery audiences need conversion measurement using tag plus server events.
AdRoll
SMBAdRoll provides retargeting, prospecting, email marketing, and measurement tools for growing businesses.
Rules-based audience and spend automation tied to conversion performance within the same workflow.
AdRoll coordinates retargeting and prospecting campaigns across display and social channels using audience lists and conversion events. The system ties creative delivery to pixel or event signals and supports optimization for actions like purchases and lead submissions.
Automation rules can adjust budgets, pacing, and audience inclusion based on performance thresholds. Reporting connects campaign results back to those conversion events for iterative testing across segments.
- +Event-driven retargeting connects pixel signals to conversion outcomes.
- +Automation rules adjust audience membership and budget pacing by thresholds.
- +Cross-channel audience reuse reduces duplicate segmentation work.
- +Conversion reporting supports iterative creative and audience testing.
- –Advanced governance needs disciplined configuration of audience and event definitions.
- –API and data export are less central than in developer-first ad platforms.
- –Creative testing workflows rely on manual setup for complex variants.
- –Attribution settings can require careful interpretation across channels.
Best for: Fits when mid-market teams need retargeting orchestration across channels with event-based optimization.
Apple Search Ads
vertical specialistApple Search Ads lets app publishers promote applications in App Store search and browse placements.
Keyword-based bidding for Apple App Store search results with Apple attribution measurement tied to installs and app events.
Apple Search Ads is an Apple-only search advertising product that drives installs and in-app actions from iOS and iPadOS app discovery surfaces. Campaigns are managed through keyword bidding, creative targeting by app metadata, and store-traffic measurement with Apple attribution signals.
The workflow is tightly scoped to Apple Search Ads placements, with reporting and optimization focused on search performance rather than cross-network delivery. For teams comparing Google Ads, Meta Ads Manager, and Microsoft Advertising, its main distinction is end-to-end control over the Apple App Store search path.
- +Tight alignment between keyword bids and App Store search intent
- +Conversion measurement uses Apple attribution signals
- +Campaign management stays focused on one discovery surface
- +Reporting supports keyword-level optimization loops
- –Limited to Apple Search and App Store surfaces
- –No native cross-audience retargeting workflow like Meta Ads Manager
- –Creative inputs depend on App Store asset readiness
- –Automation options are narrower than broader ad platforms
Best for: Fits when growth teams want App Store search-driven acquisition with Apple attribution measurement and keyword optimization.
Conclusion
After evaluating 10 marketing advertising, Google Ads stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
How to Choose the Right advertise software
Advertise software for paid media can mean tools that handle auction-time bid automation, feed-driven product promotion, and cross-channel retargeting workflows across platforms. This guide compares Google Ads, Microsoft Advertising, and other specialized options to match buying control needs to tracking and automation capabilities.
Coverage includes Google Ads conversion-based Smart Bidding, Microsoft Advertising feed-centered campaign execution, and TikTok Ads Pixel plus Conversion API support for server-side event delivery. Buyers will also see how DSP-style workflows show up in StackAdapt and how marketplace ordering differs in BuySellAds.
Advertise software for auction bidding, feed-driven campaigns, and cross-channel ad optimization
Advertise software is the set of platforms used to plan, target, and optimize paid ads through auction bidding or direct placements, while tying delivery to measurable conversions. Google Ads is built around conversion actions feeding automated bidding via Smart Bidding, with Responsive Search and Demand Gen formats reducing manual ad variant workload.
Microsoft Advertising targets Microsoft Search demand capture and emphasizes customer-managed product feed workflows for dynamic product promotion with granular bid strategy controls at keyword and audience levels. Other tools in this space shift the model toward curated placement ordering in BuySellAds or toward DSP execution workflows in StackAdapt that connect placement context to delivery outcomes.
Core capabilities for advertise software that actually change outcomes
Auction bidding automation matters when budgets move and creatives rotate, because bid decisions must update at auction time using consistent conversion signals. Feed and event measurement features matter when product catalogs, server-side events, or offline conversions drive attribution, since mismatched identifiers break optimization loops.
Conversion-signal automation for auction-time bidding
Google Ads uses Smart Bidding that sets bids per auction context from configured conversion actions, which reduces manual bidding workload across Search, YouTube, and Shopping formats. AdRoll shifts the focus to event-driven retargeting where automation rules adjust audience membership and spend pacing from conversion performance thresholds.
Feed-driven product campaign execution
Microsoft Advertising centers on customer-managed product feeds tied to Microsoft Merchant Center style workflows for dynamic product promotion at scale. Amazon Ads ties sponsored placements and optimization to Amazon catalog and shopper engagement signals for repeatable merchandising-like bulk workflows.
Server-side event delivery and pixel integration for conversion measurement
TikTok Ads supports Pixel plus Conversion API for server-side event delivery, which helps conversion attribution when browser signals are limited. Pinterest Ads pairs a Pinterest tag with server event uploads to improve match rates across sessions and keep conversion tracking consistent.
Placement execution model: DSP workflow, marketplace ordering, or limited auction control
StackAdapt runs a DSP-style execution workflow that supports display, video, and native under one interface with campaign-level reporting drilldowns by placement and tactic. BuySellAds delivers marketplace-driven direct ordering for display and newsletter sponsorships where placement coordination replaces auction-time bid automation.
Audience measurement and activation loop depth
Quantcast connects audience segments to conversion and campaign outcomes, then uses those signals for evaluation and optimization cycles across activation paths. AdRoll focuses on retargeting orchestration by mapping pixel events to conversion outcomes inside the same workflow.
Decision framework for matching advertise software to buying workflow and data flow
Start by matching the platform execution model to how media buying actually happens in the team, since some tools optimize bid logic inside auctions while others coordinate direct placements or automate retargeting rules. Then validate measurement mechanics, because automation quality depends on whether conversion events are captured consistently across browsers, server events, and feed identifiers.
Pick the execution model that matches the team’s buying motion
If buying is auction-driven across inventory types, select Google Ads for conversion-optimized auction bidding or StackAdapt for DSP-style workflows with placement reporting and cross-format execution. If buying is through negotiated publisher placements, select BuySellAds for direct ordering and placement coordination instead of auction-time optimization.
Choose the measurement path that supports the conversion loop
If tracking must survive beyond browser events, pick TikTok Ads with Pixel plus Conversion API or Pinterest Ads with tag plus server event uploads so server-delivered events match conversion attribution. If conversion measurement is already mature in a Google-centric tracking setup, Google Ads Smart Bidding can directly consume configured conversion actions for automated bid setting.
Use feed-driven tools when product promotion is a primary workflow
For dynamic product campaigns powered by customer-managed feeds, choose Microsoft Advertising because its workflows center on Microsoft Merchant Center style feed update and bid strategy controls at keyword and audience levels. For catalog-based campaigns inside a single retail ecosystem, choose Amazon Ads because reporting and optimization tie to Amazon shopper engagement signals across retail surfaces.
Select by how audiences connect to outcomes
If the primary need is measuring and evaluating audience-to-outcome relationships across an activation cycle, choose Quantcast because its measurement connects audience segments to conversion and campaign outcomes. If the primary need is retargeting orchestration with conversion-threshold automation, choose AdRoll because its rules-based automation adjusts audience membership and budget pacing from event-driven conversion performance.
Match governance expectations to the platform’s role and control depth
For organizations that require granular audit and role governance, compare Google Ads and Microsoft Advertising because Microsoft Advertising audit and role controls are less granular than some enterprise suites while Google Ads can still show volatility after major bid and budget changes. For teams that can manage governance discipline inside conversion and audience definitions, AdRoll remains workable because advanced governance needs disciplined configuration of audience and event definitions.
Who should buy which type of advertise software
Different teams want different control points, because conversion automation, feed execution, and event measurement each shift effort from manual setup to system decisions. The right tool depends on where conversion data enters the workflow and where the team needs the strongest operational controls.
Search, YouTube, and Shopping teams optimizing toward conversion actions
Google Ads fits teams that already configure conversion actions and want Smart Bidding to set bids per auction context with Responsive Search and Demand Gen formats reducing manual ad variant workload.
E-commerce teams running feed-driven merchandising promotions
Microsoft Advertising suits teams that manage product feeds in customer-managed workflows and want granular bid strategy controls at keyword and audience levels with feed-based product campaign update workflows.
Brands that need server-side conversion delivery for short-form video and social attribution
TikTok Ads is a fit when Pixel plus Conversion API server-side event delivery is required to keep conversion attribution stable during paid promotion of eligible organic posts via Spark Ads.
Mid-market buyers who need DSP-style multi-format execution with placement drilldowns
StackAdapt suits teams that want a DSP workflow across display, video, and native with campaign performance reporting that drills down by placement and tactic.
Retail media teams that market directly inside Amazon shopper surfaces
Amazon Ads is a fit when sponsored placement reporting and optimization tied to Amazon catalog and shopper engagement signals are the main operational goal.
Common failure modes when selecting advertise software
Many failures come from selecting a tool whose automation assumptions do not match the team’s data capture and operational cadence. Other failures come from choosing a placement model that conflicts with how inventory is actually sourced and optimized.
Choosing auction-automation when the team plans direct placements
BuySellAds is built for marketplace-driven direct ordering and placement coordination, so expecting bid automation and auction-time optimization behavior from it leads to mismatched workflows.
Assuming server-side conversion events are optional for social attribution workflows
TikTok Ads and Pinterest Ads both support server-side event approaches, but failing to implement Pixel plus Conversion API for TikTok or tag plus server event uploads for Pinterest leaves the conversion loop underfed for automated optimization.
Building attribution and reporting structures that do not travel across networks
Amazon Ads reporting and attribution views are less portable than multi-network reporting setups, so teams that need cross-network portability should plan reporting integration before committing.
Treating a DSP interface like a strict exchange-level supply transparency tool
StackAdapt supports DSP-style execution with placement drilldowns, but it provides less transparent visibility into supply details than exchange-native buying tools, so buyers who require deep supply-level transparency may face gaps.
Skipping conversion and audience definition governance discipline
AdRoll can automate retargeting orchestration with event-driven rules, but advanced governance needs disciplined configuration of audience and event definitions to avoid inconsistent optimization.
How We Selected and Ranked These Tools
We evaluated Google Ads, Microsoft Advertising, and the other listed tools on features that drive ad delivery decisions, ease of setup for conversion and feed workflows, and value for the operational outcomes each tool targets. Features accounted for 40% of the score and ease and value each accounted for 30% of the score.
Google Ads set the benchmark because conversion-based Smart Bidding optimizes bids from configured conversion actions and Responsive Search plus Demand Gen reduce manual ad variant workload while maintaining a high ease and value balance. Microsoft Advertising earned a strong features score through feed-centered execution tied to customer-managed product feeds with granular bid strategy controls at keyword and audience levels.
Frequently Asked Questions About advertise software
How do Google Ads and Microsoft Advertising differ in conversion tracking workflow for Search and Shopping campaigns?
Which tool is better for automated bidding based on conversion value signals instead of only event counts?
What breaks when TikTok Pixel is implemented without server-side Conversion API events for attribution and retargeting?
How does admin control and RBAC differ between Google Ads and Pinterest Ads for multi-user account management?
How do integrations and APIs affect campaign migration between systems in Microsoft Advertising versus Google Ads?
When does BuySellAds outperform DSP-style tools like StackAdapt for display and newsletter campaigns?
Where does StackAdapt tend to fall short compared with buying interfaces that focus on direct catalog or marketplace surfaces?
How does Quantcast’s audience measurement and activation workflow differ from conversion-optimized ad managers like Google Ads?
What tradeoff appears when teams switch from cross-channel retargeting automation in AdRoll to platform-scoped setups like Apple Search Ads?
Tools reviewed
Primary sources checked during evaluation.
advertising.amazon.comReferenced in the comparison table and product reviews above.
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