MediaRadar helps marketing teams track competitor ad spending and creative strategies. But it's not the only option — and it's not always the best fit.
For some teams, MediaRadar's coverage gaps create blind spots. For others, the interface feels designed for sales prospecting, not media planning. And if you're looking to connect ad intelligence data into a unified marketing analytics stack, MediaRadar's limited API access becomes a bottleneck.
This article breaks down nine MediaRadar alternatives that solve different problems. Some specialize in global media spend tracking. Others focus on creative monitoring or buyer intent signals. A few offer deeper integration with your existing data infrastructure. We'll cover what each platform does well, where it falls short, and who it's built for.
Key Takeaways
✓ Vivvix (formed by Kantar's acquisition of MediaRadar) now covers over $250 billion in media spend across 35 million creatives, making it the broadest alternative for cross-channel monitoring.
✓ Platforms like Pathmatics and Adbeat focus exclusively on digital ad intelligence — ideal if TV, print, and radio aren't part of your scope.
✓ Winmo combines ad spend tracking with buyer intent signals and contact data, which helps sales teams but adds noise for pure media analysts.
✓ If you need ad intelligence data inside your data warehouse or BI dashboards, most platforms require custom API work — Improvado connects 500+ marketing data sources, including ad intelligence tools, without engineering overhead.
✓ No single platform replaces MediaRadar for every use case — your choice depends on channel coverage, data granularity, and how you plan to use the insights.
What Is MediaRadar?
MediaRadar is an ad intelligence platform that tracks advertising spend, creative executions, and media buying patterns across digital, print, radio, and TV. Marketing analysts and media planners use it to monitor competitor campaigns, identify advertising trends, and discover new business opportunities.
The platform aggregates data from thousands of publishers and media properties, showing who's advertising where, how much they're spending, and what creative formats they're using. MediaRadar's interface is designed primarily for sales prospecting — helping ad sales teams identify brands that advertise in similar categories or channels.
In 2023, Kantar acquired MediaRadar and integrated its data into Vivvix, a unified ad intelligence platform combining Kantar's media monitoring capabilities with Numerator's consumer insights. Vivvix now covers over $250 billion in media spend and more than 35 million creatives across digital, traditional, streaming, and social channels.
How to Choose Ad Intelligence Platforms: Key Criteria
Not all ad intelligence tools serve the same purpose. Before evaluating MediaRadar alternatives, define what you actually need:
Channel coverage. Do you need cross-channel visibility (TV, digital, print, radio, streaming) or just digital? Platforms like Vivvix and Kantar cover traditional and digital media. Tools like Pathmatics and Adbeat focus exclusively on digital channels. If your competitive set advertises heavily on linear TV or print, a digital-only tool will miss half the story.
Data granularity. Some platforms provide spend estimates at the campaign level. Others show creative-level detail — exact ad formats, placement URLs, duration, and frequency. If you're analyzing creative strategy or message testing patterns, you need platforms that capture individual ad variations, not just aggregated spend buckets.
Geographic and market coverage. MediaRadar is strong in the U.S. market but has limited international data. If you operate in EMEA, APAC, or Latin America, check whether the alternative platform monitors those regions. Kantar and Vivvix offer global coverage. Most U.S.-focused tools don't.
Data freshness and historical depth. Real-time monitoring matters if you're tracking active campaigns or reacting to competitor moves. Historical data matters if you're analyzing seasonal patterns or year-over-year trends. Some platforms update daily. Others refresh weekly or monthly. And most limit historical access to 12–24 months unless you pay for extended archives.
Integration and export capabilities. If you're feeding ad intelligence data into dashboards, attribution models, or data warehouses, API access is critical. MediaRadar offers limited API functionality. Many alternatives don't offer APIs at all — just CSV exports or in-platform reporting. If you need ad intelligence data inside your existing analytics stack, integration becomes the deciding factor.
Use case alignment. Are you a media planner optimizing channel mix? A competitive analyst tracking share of voice? A creative strategist studying message trends? Or a sales team prospecting advertisers? Tools built for sales (like Winmo) emphasize contact data and intent signals. Tools built for media planning (like Vivvix) emphasize spend accuracy and channel breakdowns. Choose the one designed for your workflow.
Vivvix: Cross-Channel Ad Spend Tracking at Global Scale
Vivvix is Kantar's unified ad intelligence platform, formed by combining Kantar Media's monitoring capabilities with Numerator's consumer panel data and MediaRadar's advertising database. It covers over $250 billion in global media spend and tracks more than 35 million creatives across digital, TV, radio, print, streaming, and social channels.
Vivvix offers the broadest channel coverage of any MediaRadar alternative. You can track a competitor's TV buys, programmatic display campaigns, podcast sponsorships, and print ads in a single interface. The platform provides spend estimates, creative executions, flight dates, and publisher breakdowns. For teams monitoring omnichannel brands or planning cross-media campaigns, Vivvix delivers the most complete picture.
Global market coverage and vertical-specific datasets
Vivvix monitors advertising activity in over 90 countries, making it the strongest option for international brands or agencies with global clients. The platform also maintains vertical-specific datasets — automotive, pharma, CPG, financial services — with taxonomy and classification tailored to each industry.
Kantar's media monitoring heritage means Vivvix includes traditional channels that digital-only platforms ignore. If your competitors advertise on linear TV, out-of-home, or print, Vivvix captures that spend. Most MediaRadar alternatives don't.
Not built for real-time campaign monitoring
Vivvix's data refresh cycle is slower than digital-native platforms. Spend estimates and creative updates typically lag by several days to a week, depending on the channel. If you need real-time visibility into active digital campaigns — tracking a competitor's new creative test or a sudden spend spike — platforms like Pathmatics or Adbeat update faster.
Vivvix is also priced for enterprise teams. Small agencies and in-house marketing teams often find the contract minimums prohibitive. And while Vivvix offers API access, integration requires technical resources — it's not a self-service setup.
Pathmatics: Digital-First Ad Intelligence with Creative-Level Detail
Pathmatics (owned by Sensor Tower) focuses exclusively on digital advertising — display, video, native, social, and mobile. It tracks ad impressions, spend estimates, and creative executions across desktop and mobile environments, with particularly strong coverage of programmatic display and social platforms.
The platform is built for teams analyzing digital competitive strategy. You can see which ad networks a competitor uses, which placements drive the most impressions, and how creative rotations change over time. Pathmatics captures individual ad variations, not just campaign-level summaries, making it useful for creative benchmarking and message testing analysis.
Detailed creative tracking and placement transparency
Pathmatics stores every creative variation it observes — different headlines, images, CTAs, landing pages. You can filter by creative format (carousel, video, static), ad size, or specific copy elements. This granularity helps creative teams understand what competitors are testing and which messages persist across flights.
The platform also shows exact placement URLs and publisher domains, so you can see whether a competitor is buying premium inventory, programmatic open exchange, or specific publisher direct deals.
No traditional media coverage
Pathmatics doesn't track TV, radio, print, or out-of-home. If your competitive set advertises across traditional and digital channels, Pathmatics gives you half the picture. It's a strong choice for digital-native brands and performance marketers, but not for omnichannel media planners.
Spend estimates are modeled, not reported. Pathmatics uses impression volume and estimated CPMs to calculate spend, which introduces variance. The estimates are directionally accurate for trend analysis but shouldn't be treated as precise budget figures.
Adbeat: Competitive Display and Native Ad Monitoring
Adbeat specializes in display and native advertising intelligence. It monitors desktop and mobile web ad placements, tracking which advertisers run campaigns on which publishers, how often ads appear, and what creative executions they use.
The platform is designed for performance marketers and affiliate teams who want to reverse-engineer competitor display strategies. Adbeat shows traffic estimates for landing pages, ad network relationships, and publisher domain lists. You can identify which publishers drive the most volume for a competitor, then evaluate those placements for your own campaigns.
Publisher-level insights and traffic estimates
Adbeat's publisher intelligence is more detailed than most alternatives. You can see estimated traffic volume for each placement, ad format breakdowns (banner, native, video), and frequency patterns. This helps media buyers prioritize publisher outreach or programmatic deals based on observed competitor performance.
The platform also tracks landing page destinations, so you can connect ad placements to specific offers, products, or campaigns.
Limited social and video coverage
Adbeat's monitoring is strongest for display and native ads on publisher websites. Social platform coverage (Facebook, Instagram, LinkedIn, TikTok) is incomplete. Video ad tracking is limited compared to platforms like Pathmatics or Vivvix.
The interface is functional but dated. Teams used to modern analytics UIs find Adbeat's navigation and filtering less intuitive. And like Pathmatics, Adbeat doesn't cover traditional media — TV, radio, print, or OOH are out of scope.
Winmo: Ad Intelligence Combined with Sales Prospecting Data
Winmo is a sales intelligence platform that combines ad spend tracking with buyer intent signals, brand news, and contact information. It's designed for ad sales teams, agencies, and media sellers who want to identify brands increasing ad budgets, launching new campaigns, or hiring agencies.
Winmo monitors ad spending across digital and traditional channels, but the platform's core value is in its prospecting features. You get alerts when a brand hires a new CMO, moves creative accounts, or announces a product launch. Winmo pairs spending data with decision-maker contact details, org charts, and CRM integrations.
Intent signals and contact data for sales teams
Winmo's "Brand Alerts" notify you when a target account shows buying signals — budget increases, agency reviews, leadership changes, or new product announcements. For ad sales teams, this context is more actionable than raw spend data.
The platform also maintains a database of marketing contacts with job titles, email addresses, and phone numbers. If you're prospecting advertisers, Winmo combines the research and outreach steps in one tool.
Winmo has a G2 rating of 4.4 out of 5 based on 423 reviews, with users highlighting its usefulness for identifying new business opportunities.
Not optimized for pure media analysis
Winmo's interface prioritizes sales workflows — lead lists, contact management, opportunity tracking. If you're a media planner or competitive analyst who just needs ad spend and creative data, Winmo's prospecting features add clutter.
Spend data is less granular than Vivvix or Pathmatics. Winmo shows high-level estimates and channel breakdowns, but not placement-level detail or creative-level tracking. It's a good fit for business development teams, less so for teams optimizing media strategy or creative performance.
Semrush: Digital Marketing Intelligence with Ad Monitoring
Semrush is a comprehensive digital marketing platform that includes competitive ad intelligence as part of a broader toolkit covering SEO, content, social media, and PPC analysis. Its Advertising Research module tracks Google Ads and display campaigns, showing competitor keywords, ad copy, landing pages, and estimated spend.
Semrush is popular with performance marketers who want ad intelligence alongside keyword research, backlink analysis, and site audits. If you're already using Semrush for SEO and content strategy, adding ad monitoring doesn't require a separate platform.
PPC keyword and ad copy analysis
Semrush's Advertising Research tool shows which keywords competitors bid on in Google Ads, what ad copy they test, and how their campaigns evolve over time. You can filter by keyword volume, CPC estimates, and ad position, then export lists for your own campaign planning.
The platform also tracks display ads, showing banner creatives, publisher placements, and estimated impressions. This is useful for competitive benchmarking, though the display coverage is narrower than dedicated ad intelligence tools like Pathmatics.
Primarily a search and SEO platform
Semrush's ad intelligence is focused on Google Ads and display. It doesn't cover social advertising (Facebook, LinkedIn, TikTok), TV, radio, or print. The platform is built for digital marketers who prioritize search visibility, not omnichannel media planners.
Spend estimates are directional, not precise. Semrush models spend based on keyword bids and impression volume, which works for trend analysis but not budget forecasting. And the platform doesn't integrate easily with external BI tools or data warehouses — it's designed as a standalone SaaS product.
Brandwatch: Social Listening with Paid Ad Monitoring
Brandwatch is a social listening and consumer intelligence platform that monitors online conversations, brand mentions, and sentiment across social media, forums, blogs, and news sites. It also includes ad monitoring features for social platforms, tracking competitor paid campaigns on Facebook, Instagram, Twitter, and LinkedIn.
Brandwatch is strongest for teams that want to combine ad intelligence with organic social insights. You can track how competitors' paid campaigns align with earned media coverage, influencer partnerships, or customer sentiment trends.
Contextual insights from social listening
Brandwatch's social listening capabilities provide context that pure ad intelligence platforms miss. You can see how a competitor's ad messaging aligns with brand perception, how audiences react to campaign launches, and which themes drive engagement across paid and organic channels.
The platform's AI-powered analytics identify sentiment shifts, trending topics, and audience segments, helping creative teams refine messaging based on real consumer conversations.
Not a dedicated ad intelligence tool
Brandwatch's ad monitoring is a supplementary feature, not its core strength. The platform tracks social ad creatives and estimated spend, but doesn't provide the placement-level detail, publisher breakdowns, or cross-channel coverage of dedicated tools like Vivvix or Pathmatics.
Pricing is enterprise-level, and the platform requires onboarding and training to use effectively. Small teams looking for straightforward ad intelligence may find Brandwatch's broader feature set unnecessary.
Kompyte: Automated Competitive Intelligence and Sales Battlecards
Kompyte (owned by Semrush) is a competitive intelligence automation platform that monitors competitor websites, ad campaigns, content, pricing, and product changes. It aggregates competitive signals into a single dashboard and generates sales battlecards for revenue teams.
Kompyte tracks digital ads across search, display, and social channels, but its differentiator is automation. The platform sends alerts when competitors change ad creative, launch new campaigns, or adjust messaging. Sales and product marketing teams use Kompyte to stay updated on competitive positioning without manual monitoring.
Automated alerts and battlecard generation
Kompyte monitors dozens of competitive signals — website updates, blog posts, case studies, pricing pages, job postings, and ad campaigns — then surfaces relevant changes via Slack, email, or in-platform dashboards. This automation reduces the manual effort of tracking multiple competitors across channels.
The platform also generates sales battlecards, summarizing each competitor's positioning, messaging, feature claims, and recent activity. Revenue teams use these to prepare for competitive deals.
Ad intelligence is one component, not the focus
Kompyte's ad monitoring is less granular than dedicated platforms. You get creative snapshots and high-level spend estimates, but not placement URLs, publisher breakdowns, or detailed impression data. The platform is designed for competitive enablement, not media planning.
Kompyte requires ongoing configuration to track the right competitors and signals. Teams without dedicated competitive intelligence resources may find setup and maintenance time-consuming.
Adclarity: Programmatic and Display Transparency
Adclarity (part of Sensor Tower's advertising intelligence suite) focuses on programmatic display advertising. It tracks ad impressions, spend, creative executions, and supply-side platform (SSP) relationships across desktop, mobile web, and in-app environments.
The platform is designed for media buyers, agencies, and ad tech vendors who need transparency into programmatic supply chains. Adclarity shows which SSPs and demand-side platforms (DSPs) competitors use, which private marketplace (PMP) deals they access, and how inventory is allocated across channels.
SSP and DSP relationship mapping
Adclarity provides visibility into the programmatic ecosystem. You can see which SSPs deliver the most impressions for a competitor, which DSPs they use for buying, and whether they're accessing premium inventory via PMP deals or open exchange.
This intelligence helps media buyers optimize their own programmatic strategies — identifying high-performing SSPs, evaluating inventory quality, or negotiating better PMP access.
Narrow focus on programmatic display
Adclarity doesn't cover social advertising, search ads, TV, or traditional media. Its value is specific to programmatic display buyers. If you need broader ad intelligence across channels, Adclarity solves only one piece of the puzzle.
The platform requires technical knowledge of programmatic advertising to interpret effectively. Media planners without ad tech expertise may find the SSP and DSP data less actionable.
Improvado: Unified Marketing Data Platform with Ad Intelligence Integration
Improvado is a marketing data aggregation and analytics platform that connects over 500 data sources — including ad intelligence tools, ad platforms, CRMs, analytics tools, and attribution systems — into a unified data warehouse or BI environment.
Improvado doesn't replace MediaRadar or other ad intelligence platforms. Instead, it solves the integration problem. If you use Vivvix, Pathmatics, or Semrush for ad intelligence and want that data inside your central analytics stack alongside campaign performance, web analytics, and revenue data, Improvado automates the pipeline.
The platform extracts 46,000+ marketing metrics and dimensions, normalizes schemas across sources, and loads data into your warehouse (Snowflake, BigQuery, Redshift) or BI tool (Looker, Tableau, Power BI). Marketing teams get a single source of truth without engineering dependencies.
Pre-built connectors and schema normalization
Improvado maintains 500+ pre-built connectors to marketing platforms, including ad intelligence tools, ad networks, social platforms, email systems, and CRMs. Each connector is tested and updated automatically when APIs change, eliminating the maintenance burden of custom integrations.
The platform's Marketing Cloud Data Model (MCDM) normalizes schemas across sources, so "spend" from Google Ads, Facebook Ads, and Vivvix maps to the same field in your warehouse. This consistency enables cross-channel reporting, attribution modeling, and unified dashboards without manual transformation.
Improvado also offers Marketing Data Governance features, including 250+ pre-built validation rules and budget checks that flag anomalies before data reaches reporting layers.
Not a standalone ad intelligence tool
Improvado doesn't collect ad intelligence data itself. You still need a subscription to Vivvix, Pathmatics, or another monitoring platform. Improvado's role is connecting that data into your broader marketing analytics infrastructure.
The platform is designed for mid-market and enterprise teams with existing data stacks. Small teams without a data warehouse or BI tool may not need Improvado's integration capabilities yet.
| Platform | Channel Coverage | Best For | Key Limitation |
|---|---|---|---|
| Improvado | 500+ sources (integrates any ad intelligence platform) | Teams unifying ad intelligence with campaign data, attribution, and BI tools | Not a standalone ad monitoring tool; requires external intelligence platform |
| Vivvix | Digital, TV, radio, print, streaming, social (90+ countries) | Omnichannel brands and global media planners | Slower refresh cycle; enterprise pricing |
| Pathmatics | Digital only (display, video, social, mobile) | Digital-native brands and creative benchmarking | No traditional media coverage |
| Adbeat | Display and native (desktop + mobile web) | Performance marketers analyzing publisher strategies | Limited social and video tracking |
| Winmo | Digital + traditional (U.S. focus) | Ad sales teams and agency new business | Less granular data; built for prospecting, not media analysis |
| Semrush | Google Ads, display (limited social) | Performance marketers using Semrush for SEO | Narrow ad coverage; not built for omnichannel planning |
| Brandwatch | Social ads (Facebook, Instagram, LinkedIn, Twitter) | Teams combining ad intelligence with social listening | Ad monitoring is supplementary; enterprise pricing |
| Kompyte | Search, display, social (high-level) | Competitive enablement and sales battlecards | Less granular ad data; requires ongoing configuration |
| Adclarity | Programmatic display (desktop, mobile, in-app) | Programmatic buyers optimizing SSP/DSP strategies | No social, search, or traditional media |
How to Get Started with Ad Intelligence Platforms
Choosing the right MediaRadar alternative depends on your use case, channel priorities, and how you plan to use the data. Here's a practical framework:
Step 1: Define your monitoring scope. List the channels your competitors advertise on. If they run TV, radio, and print campaigns, you need a platform like Vivvix with traditional media coverage. If they're digital-only, Pathmatics or Adbeat will be more cost-effective and provide better digital granularity.
Step 2: Identify your primary use case. Are you tracking share of voice? Benchmarking creative strategy? Prospecting new advertisers? Feeding data into attribution models? Each use case favors different platforms. Media planners need spend accuracy and channel breakdowns. Creative teams need ad-level detail and format tracking. Sales teams need intent signals and contact data.
Step 3: Evaluate integration requirements. If ad intelligence data needs to live in dashboards alongside campaign performance, web analytics, or CRM data, check whether the platform offers API access. Most don't. If integration is critical, consider a data aggregation layer like Improvado that connects ad intelligence tools into your existing stack.
Step 4: Test geographic coverage. If you operate outside the U.S., verify that the platform monitors your markets. Vivvix offers global coverage. Most U.S.-focused alternatives (Winmo, Adbeat, Pathmatics) have limited international data.
Step 5: Start with a trial or pilot. Most ad intelligence platforms offer trials or limited-access demos. Test the interface, data quality, and refresh frequency with your actual competitive set before committing to an annual contract.
Conclusion
MediaRadar is a capable ad intelligence platform, but it's not the only option — and depending on your needs, it may not be the best one. Vivvix offers the broadest channel coverage for omnichannel brands. Pathmatics and Adbeat provide deeper digital ad detail. Winmo adds sales prospecting context. Semrush integrates ad monitoring into a broader marketing toolkit.
The right alternative depends on which channels you monitor, how granular your analysis needs to be, and whether you need the data integrated into a larger analytics environment. No platform solves every problem. Most teams end up using multiple tools — one for ad intelligence, one for campaign performance, one for attribution, one for BI.
If you're managing data from multiple ad intelligence platforms, ad networks, and analytics systems, Improvado eliminates the integration work. It connects 500+ marketing data sources into a unified warehouse or dashboard, so your ad intelligence insights sit alongside campaign metrics, web analytics, and revenue data in a single view.
Frequently Asked Questions
What's the difference between MediaRadar and Vivvix?
MediaRadar was acquired by Kantar in 2023 and integrated into Vivvix, Kantar's unified ad intelligence platform. Vivvix now combines MediaRadar's advertising database with Kantar Media's monitoring capabilities and Numerator's consumer insights. Vivvix covers over $250 billion in media spend and more than 35 million creatives across digital, TV, radio, print, streaming, and social channels. If you were a MediaRadar customer, your data and access now live within the Vivvix platform.
Which MediaRadar alternative is best for digital-only monitoring?
Pathmatics and Adbeat are the strongest digital-only alternatives. Pathmatics covers display, video, native, social, and mobile ads with creative-level detail and placement transparency. Adbeat specializes in display and native advertising with publisher-level insights and traffic estimates. Both platforms focus exclusively on digital channels and don't track TV, radio, or print. If your competitive set advertises only online, these tools provide more granular digital data than omnichannel platforms like Vivvix.
Which platform has the best international coverage?
Vivvix (Kantar) offers the most comprehensive global coverage, monitoring advertising activity in over 90 countries across digital and traditional media. Most U.S.-based alternatives — including Winmo, Adbeat, and Pathmatics — have limited international data. If you need to track competitors in EMEA, APAC, or Latin America, Vivvix is the best option. Kantar's media monitoring heritage includes local market expertise and vertical-specific datasets for industries like automotive, pharma, and financial services.
What's the best ad intelligence tool for sales teams?
Winmo is designed specifically for ad sales teams and agency new business development. It combines ad spend tracking with buyer intent signals, brand news, and decision-maker contact data. Winmo alerts you when target accounts increase budgets, hire new CMOs, launch products, or move creative accounts. The platform integrates with CRMs and provides contact details for marketing executives. While Winmo's ad spend data is less granular than Vivvix or Pathmatics, its prospecting features make it the best choice for revenue teams targeting advertisers.
Can I integrate ad intelligence data into my BI dashboards?
Most ad intelligence platforms offer limited API access or CSV exports, which require custom engineering work to connect with BI tools. Improvado solves this by maintaining pre-built connectors to 500+ marketing data sources, including ad intelligence platforms, ad networks, analytics tools, and CRMs. It extracts data from your ad intelligence tool, normalizes schemas, and loads it into your data warehouse (Snowflake, BigQuery, Redshift) or BI platform (Looker, Tableau, Power BI). This eliminates manual integration work and gives you a unified view of ad intelligence data alongside campaign performance and attribution metrics.
Which platform provides the most detailed creative tracking?
Pathmatics captures the most granular creative-level data for digital ads. It stores every creative variation it observes — different headlines, images, CTAs, video assets, and landing pages. You can filter by creative format (carousel, video, static), ad size, specific copy elements, and placement URLs. This level of detail is useful for creative teams benchmarking message testing strategies or analyzing how competitors rotate creative across flights. Vivvix also tracks creatives across channels, but with less digital-specific granularity than Pathmatics.
Do any MediaRadar alternatives track TV advertising?
Yes. Vivvix (Kantar) monitors TV advertising alongside digital, radio, print, and streaming. It provides spend estimates, flight dates, network placements, and creative executions for linear TV and connected TV campaigns. Winmo also tracks TV spend, though with less granularity than Vivvix. Digital-focused platforms like Pathmatics, Adbeat, Semrush, and Brandwatch do not cover TV advertising. If your competitive set advertises on television, Vivvix is the most comprehensive alternative.
How does pricing compare across MediaRadar alternatives?
Pricing varies significantly based on platform scope, channel coverage, and contract terms. Vivvix (Kantar) is enterprise-priced, typically requiring annual contracts with minimums suited for large agencies and brands. Pathmatics and Adbeat offer mid-market pricing with tiered plans based on monitored competitors and data access. Winmo prices by user seat and competitive monitoring volume. Semrush includes ad intelligence as part of broader marketing toolkits, with pricing based on feature access. Brandwatch and Kompyte are enterprise platforms with custom pricing. Most vendors don't publish pricing publicly — expect to request quotes based on your specific needs.
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