.ads-changed_article__nHQ_e{background:#080f19;color:#e9eef6}.ads-changed_hero__vAgCI{width:100%;min-height:800px;position:relative;display:grid;align-items:center;isolation:isolate}.ads-changed_heroCopy__XbuZx{width:100%;max-width:1320px;margin:auto;z-index:1;padding:170px 40px 110px}.ads-changed_hero__vAgCI h1{font-size:clamp(44px,4.5vw,68px);line-height:1.06;letter-spacing:-.045em;font-weight:800;max-width:630px;text-wrap:balance;margin:0}.ads-changed_heroCopy__XbuZx>p{font-size:20px;line-height:1.65;color:#d0d9e3;max-width:580px;margin:28px 0}.ads-changed_byline__8rPkR{display:flex;gap:12px 24px;flex-wrap:wrap;font-size:13px;color:#c6d2de}.ads-changed_byline__8rPkR a{color:#fff;border-bottom:1px solid #739db8}.ads-changed_heroImage__z_Cyg{position:absolute;inset:0;z-index:-1}.ads-changed_heroImage__z_Cyg img{-o-object-fit:cover;object-fit:cover;-o-object-position:center 10%;object-position:center 10%}.ads-changed_heroImage__z_Cyg:after{content:"";position:absolute;inset:0;background:linear-gradient(90deg,rgba(8,15,25,.98),rgba(8,15,25,.91) 24%,rgba(8,15,25,.62) 45%,rgba(8,15,25,.08) 76%),linear-gradient(0deg,#080f19,transparent 23%)}.ads-changed_toc__EYe82{border-block:1px solid #283746;background:#101c29;padding:28px 32px}.ads-changed_tocInner__2SfoY{max-width:1240px;margin:auto;display:flex;gap:24px}.ads-changed_tocInner__2SfoY>span{font-size:12px;font-weight:700;text-transform:uppercase;letter-spacing:.1em;color:#80c4d7;white-space:nowrap;padding-top:4px}.ads-changed_toc__EYe82 ol{display:flex;flex-wrap:wrap;gap:12px 28px;font-size:14px;line-height:1.6}.ads-changed_toc__EYe82 a{color:#d6e1ed;border-bottom:1px solid #526277;padding-bottom:3px}.ads-changed_toc__EYe82 a:hover{color:#9edbe8}.ads-changed_intro__cAryx{max-width:1320px;padding:72px 40px 52px;margin:auto;display:grid;grid-template-columns:1fr 1fr;gap:30px 64px}.ads-changed_intro__cAryx>p:first-child{grid-column:1/-1;max-width:1060px;font-size:28px;line-height:1.5;color:#fff}.ads-changed_intro__cAryx>p{margin:0}.ads-changed_section__G5Bzd{padding:76px 40px;border-top:1px solid #223040;scroll-margin-top:110px}.ads-changed_wash__UL_di{background:#0d1723}.ads-changed_sectionInner__fTGbV{max-width:1240px;margin:auto}.ads-changed_faqs__kGVxw h2,.ads-changed_section__G5Bzd h2{font-size:clamp(28px,2.7vw,38px);font-weight:750;letter-spacing:-.025em;line-height:1.15;margin:0 0 38px;max-width:800px}.ads-changed_prose__jb_65 p,.ads-changed_prose__jb_65 ul{font-size:18px;line-height:1.8;color:#cbd6e3}.ads-changed_prose__jb_65>p,.ads-changed_prose__jb_65>ul{max-width:78ch;margin:24px auto}.ads-changed_prose__jb_65>p:first-child{margin-top:0}.ads-changed_prose__jb_65 a{color:#9bd7e7;text-decoration:underline;text-underline-offset:4px;text-decoration-color:#6594a4}.ads-changed_prose__jb_65 ul{padding-left:24px;list-style:disc}.ads-changed_prose__jb_65 li{margin:12px 0;padding-left:5px}.ads-changed_prose__jb_65 li::marker{color:#90ccd3}.ads-changed_storyRow__7zbXg{display:grid;grid-template-columns:minmax(0,1.08fr) minmax(0,.92fr);gap:64px;align-items:start;margin:48px 0}.ads-changed_storyRow__7zbXg:first-child{margin-top:0}.ads-changed_storyCopy__q1sTv p{margin:0 0 24px}.ads-changed_storyCopy__q1sTv p:last-child{margin-bottom:0}.ads-changed_reverse__mOoX1{grid-template-columns:minmax(0,.92fr) minmax(0,1.08fr)}.ads-changed_reverse__mOoX1 .ads-changed_photo__jfv4z{order:-1}.ads-changed_photo__jfv4z{position:relative;overflow:hidden;border-radius:3px;background:#182435}.ads-changed_photo__jfv4z img{display:block;width:100%;height:auto;aspect-ratio:4/3;-o-object-fit:cover;object-fit:cover}.ads-changed_storyRow__7zbXg .ads-changed_photo__jfv4z[data-photo="06"] img{aspect-ratio:3/2;transform:scale(1.02)}.ads-changed_photo__jfv4z figcaption{position:absolute;bottom:0;left:0;right:0;padding:70px 24px 22px;background:linear-gradient(0deg,rgba(3,8,15,.95),rgba(3,8,15,.55) 55%,transparent);color:#f0f5fa;font-size:17px;line-height:1.45;text-shadow:0 1px 1px #000}.ads-changed_photo__jfv4z figcaption:before{content:"";display:block;width:32px;height:2px;margin-bottom:12px;background:#8bced3}[data-composition=value-story] .ads-changed_photo__jfv4z img{aspect-ratio:1/1}[data-composition=benefit-stories] .ads-changed_storyRow__7zbXg:last-child{margin-top:64px}[data-composition=tier-tradeoffs] .ads-changed_storyRow__7zbXg:last-child .ads-changed_photo__jfv4z img{aspect-ratio:16/9}.ads-changed_readingColumns__9lsNo{display:grid;grid-template-columns:1fr 1fr;gap:28px 64px;margin:36px 0}.ads-changed_readingColumns__9lsNo:first-child{margin-top:0}.ads-changed_readingColumns__9lsNo p{margin:0}.ads-changed_editorialNote__THSSH{margin:40px 0 0;padding:28px 34px;border-left:3px solid #80c4cd;background:linear-gradient(90deg,rgba(89,158,174,.09),transparent 85%)}.ads-changed_editorialNote__THSSH p{max-width:94ch;margin:0 0 20px}.ads-changed_editorialNote__THSSH p:last-child{margin-bottom:0}[data-composition=value-story] .ads-changed_editorialNote__THSSH p:first-child{font-size:22px;color:#e5eef5}[data-composition=cost-experiment] .ads-changed_editorialNote__THSSH{border-color:#d79b83;background:linear-gradient(90deg,rgba(187,114,89,.09),transparent 85%);margin:36px 0}[data-composition=final-argument] .ads-changed_sectionInner__fTGbV{max-width:1100px}[data-composition=final-argument] .ads-changed_editorialNote__THSSH{padding:32px 0 0;border-left:0;border-top:1px solid #3a5364;background:none}[data-composition=final-argument] .ads-changed_editorialNote__THSSH p:last-child{font-size:23px;line-height:1.65;color:#eef3f8}.ads-changed_diagram__A9CqW{margin:42px 0;border:1px solid #42566b;border-radius:4px;background:#122231;overflow:hidden}.ads-changed_diagram__A9CqW picture{display:block}.ads-changed_diagram__A9CqW img{display:block;width:100%;height:auto}.ads-changed_diagram__A9CqW figcaption{padding:18px 24px;color:#c6d3df;font-size:14px;line-height:1.6;border-top:1px solid #42566b}.ads-changed_benefitTiles__mrgHh{display:grid;grid-template-columns:repeat(3,minmax(0,1fr));gap:20px;margin:42px 0}.ads-changed_benefitTile__SUNir{padding:28px;border:1px solid #3b5265;border-radius:12px;background:radial-gradient(ellipse at top left,rgba(100,171,197,.14),transparent 75%),#101c29;box-shadow:0 12px 32px rgba(0,0,0,.12)}.ads-changed_benefitTile__SUNir:nth-child(2){border-color:#5b5041;background:radial-gradient(ellipse at top left,hsla(35,51%,61%,.12),transparent 75%),#151d27}.ads-changed_benefitTile__SUNir:nth-child(3){border-color:#395852;background:radial-gradient(ellipse at top left,rgba(105,181,155,.12),transparent 75%),#101e25}.ads-changed_benefitTile__SUNir h3{margin:0 0 16px;font-size:23px;font-weight:650;line-height:1.25;color:#bce0ed;letter-spacing:-.015em}.ads-changed_benefitTile__SUNir:nth-child(2) h3{color:#e5c394}.ads-changed_benefitTile__SUNir:nth-child(3) h3{color:#b6dcd0}.ads-changed_benefitTile__SUNir p{margin:0;font-size:16px;line-height:1.75}.ads-changed_evidencePanel__7Sysa{padding:32px;margin:40px 0;border:1px solid #4a5c70;border-radius:14px;background:radial-gradient(ellipse at top right,rgba(97,139,184,.13),transparent 62%),linear-gradient(135deg,#152434,#101c2a);box-shadow:0 16px 44px rgba(0,0,0,.15)}.ads-changed_evidenceHeading__rHSeo{display:flex;justify-content:space-between;align-items:baseline;gap:20px}.ads-changed_evidenceHeading__rHSeo h3{font-size:25px;font-weight:650;line-height:1.25;letter-spacing:-.02em;margin:0;color:#edf3f8}.ads-changed_evidenceHeading__rHSeo p{font-size:14px;line-height:1.6;margin:0;color:#aebfd0}.ads-changed_evidencePanel__7Sysa dl{display:grid;grid-template-columns:repeat(3,minmax(0,1fr));gap:26px;margin:28px 0}.ads-changed_evidencePanel__7Sysa dl>div{display:flex;flex-direction:column;gap:12px;padding-left:26px;border-left:1px solid #3d5369}.ads-changed_evidencePanel__7Sysa dl>div:first-child{padding-left:0;border-left:0}.ads-changed_evidencePanel__7Sysa dt{font-size:15px;line-height:1.6;color:#d0dae5}.ads-changed_evidencePanel__7Sysa dd{order:-1;font-size:clamp(36px,4vw,54px);line-height:1;letter-spacing:-.04em;font-weight:700;color:#e6c295}.ads-changed_evidencePanel__7Sysa dl>div:nth-child(2) dd{color:#a9d6c6}.ads-changed_evidencePanel__7Sysa dl>div:nth-child(3) dd{color:#b4d8ed}.ads-changed_evidencePanel__7Sysa .ads-changed_evidenceSource__XUGEW{font-size:14px;line-height:1.65;border-top:1px solid #3c5066;padding-top:20px;margin:0;max-width:100ch;color:#b7c7d7}.ads-changed_measurementPlan__boMlR{margin:32px 0 48px}.ads-changed_measurementPlan__boMlR ul{padding:0;list-style:none;display:grid;grid-template-columns:repeat(2,minmax(0,1fr));gap:20px}.ads-changed_measurementPlan__boMlR li{display:flex;flex-direction:column;gap:18px;padding:28px;margin:0;border:1px solid #3d596b;border-radius:12px;background:radial-gradient(ellipse at top right,rgba(94,156,192,.12),transparent 72%),#12202e;font-size:17px;line-height:1.7;box-shadow:0 10px 28px rgba(0,0,0,.12);transition:transform .2s ease,border-color .2s ease,box-shadow .2s ease}.ads-changed_measurementPlan__boMlR li:nth-child(2){border-color:#625545;background:radial-gradient(ellipse at top right,hsla(37,47%,60%,.12),transparent 72%),#1a222b}.ads-changed_measurementPlan__boMlR li:nth-child(3){border-color:#3d6059;background:radial-gradient(ellipse at top right,rgba(100,179,147,.12),transparent 72%),#12252a}.ads-changed_measurementPlan__boMlR li:nth-child(4){border-color:#525572;background:radial-gradient(ellipse at top right,rgba(132,135,198,.12),transparent 72%),#18212f}.ads-changed_measurementPlan__boMlR li:last-child{grid-column:1/-1;display:grid;grid-template-columns:1fr 2fr;align-items:center;gap:30px}.ads-changed_measurementPlan__boMlR strong{font-size:20px;line-height:1.35;color:#b8ddec;font-weight:650;letter-spacing:-.015em}.ads-changed_measurementPlan__boMlR li:nth-child(2) strong{color:#e5c394}.ads-changed_measurementPlan__boMlR li:nth-child(3) strong{color:#b6dcd0}.ads-changed_measurementPlan__boMlR li:nth-child(4) strong{color:#ced0ef}@media(hover:hover){.ads-changed_measurementPlan__boMlR li:hover{transform:translateY(-3px);border-color:#91b7cd;box-shadow:0 14px 34px rgba(0,0,0,.22)}}@media(prefers-reduced-motion:reduce){.ads-changed_measurementPlan__boMlR li{transition:none}.ads-changed_measurementPlan__boMlR li:hover{transform:none}}.ads-changed_faqs__kGVxw{max-width:1120px;margin:auto;padding:80px 40px}.ads-changed_faqs__kGVxw details{border-top:1px solid #3a4a5c;padding:24px 0}.ads-changed_faqs__kGVxw details:last-child{border-bottom:1px solid #3a4a5c}.ads-changed_faqs__kGVxw summary{cursor:pointer;color:#eef4fa;font-size:19px;font-weight:650;line-height:1.5}.ads-changed_faqs__kGVxw summary::marker{color:#92cfd8}.ads-changed_faqs__kGVxw details p{font-size:17px;line-height:1.8;max-width:78ch;color:#c6d3df;margin:18px 0 0}.ads-changed_article__nHQ_e a:focus-visible,.ads-changed_article__nHQ_e summary:focus-visible{outline:2px solid #aceaf2;outline-offset:6px}.ads-changed_closing__aSRXl{height:400px;position:relative;display:grid;place-items:center;overflow:hidden}.ads-changed_closing__aSRXl>img{position:absolute;width:100%;height:100%;-o-object-fit:cover;object-fit:cover;-o-object-position:50% 53%;object-position:50% 53%}.ads-changed_closing__aSRXl:after{content:"";position:absolute;inset:0;background:linear-gradient(0deg,rgba(4,10,17,.7),rgba(4,10,17,.35)),linear-gradient(180deg,#080f19,transparent 35%)}.ads-changed_closing__aSRXl>div{position:relative;z-index:1;text-align:center;padding:40px 24px}.ads-changed_closing__aSRXl p{font-size:clamp(26px,3vw,40px);font-weight:650;line-height:1.2;letter-spacing:-.025em;text-shadow:0 1px 1px rgba(0,0,0,.95)}@media(max-width:1050px){.ads-changed_hero__vAgCI h1{font-size:56px;max-width:540px}.ads-changed_heroCopy__XbuZx>p{max-width:510px}.ads-changed_readingColumns__9lsNo,.ads-changed_reverse__mOoX1,.ads-changed_storyRow__7zbXg{gap:36px}.ads-changed_photo__jfv4z figcaption{font-size:16px;padding:60px 20px 20px}}@media(max-width:900px){.ads-changed_hero__vAgCI{min-height:870px;align-items:start}.ads-changed_heroCopy__XbuZx{padding:150px 32px 280px}.ads-changed_hero__vAgCI h1{max-width:580px;font-size:52px}.ads-changed_heroCopy__XbuZx>p{max-width:560px}.ads-changed_heroImage__z_Cyg{top:450px}.ads-changed_heroImage__z_Cyg img{-o-object-position:center 10%;object-position:center 10%}.ads-changed_heroImage__z_Cyg:after{background:linear-gradient(180deg,#080f19,rgba(8,15,25,.08) 35%),linear-gradient(0deg,#080f19,transparent 24%)}.ads-changed_tocInner__2SfoY{display:block}.ads-changed_toc__EYe82 ol{margin-top:15px}.ads-changed_intro__cAryx{padding:54px 32px 36px;gap:26px}.ads-changed_intro__cAryx>p:first-child{font-size:25px}.ads-changed_section__G5Bzd{padding:60px 32px}.ads-changed_reverse__mOoX1,.ads-changed_storyRow__7zbXg{grid-template-columns:1fr;gap:30px}.ads-changed_storyRow__7zbXg .ads-changed_photo__jfv4z{order:0}.ads-changed_storyRow__7zbXg .ads-changed_photo__jfv4z img,[data-composition=value-story] .ads-changed_photo__jfv4z img{aspect-ratio:16/10}.ads-changed_readingColumns__9lsNo{gap:28px 32px}.ads-changed_prose__jb_65 p{font-size:17px}.ads-changed_benefitTiles__mrgHh{gap:14px}.ads-changed_benefitTile__SUNir{padding:22px}.ads-changed_benefitTile__SUNir h3{font-size:21px}.ads-changed_evidencePanel__7Sysa{padding:28px}.ads-changed_evidenceHeading__rHSeo{display:block}.ads-changed_evidenceHeading__rHSeo p{margin-top:10px}.ads-changed_evidencePanel__7Sysa dl{gap:20px}.ads-changed_evidencePanel__7Sysa dl>div{padding-left:20px}.ads-changed_measurementPlan__boMlR li{padding:24px}}@media(max-width:600px){.ads-changed_hero__vAgCI{min-height:960px}.ads-changed_heroCopy__XbuZx{padding:132px 22px 300px}.ads-changed_hero__vAgCI h1{font-size:42px;line-height:1.08;text-wrap:initial}.ads-changed_heroCopy__XbuZx>p{font-size:18px;line-height:1.65;margin:24px 0}.ads-changed_heroImage__z_Cyg{top:520px}.ads-changed_heroImage__z_Cyg img{-o-object-position:center 26%;object-position:center 26%}.ads-changed_byline__8rPkR{gap:10px 16px;font-size:12px}.ads-changed_toc__EYe82{padding:24px 22px}.ads-changed_toc__EYe82 ol{display:grid;gap:12px}.ads-changed_intro__cAryx{padding:42px 22px 32px;display:block}.ads-changed_intro__cAryx>p{margin-top:22px}.ads-changed_intro__cAryx>p:first-child{font-size:22px;margin-top:0}.ads-changed_section__G5Bzd{padding:46px 22px}.ads-changed_section__G5Bzd h2{font-size:29px;margin-bottom:30px}.ads-changed_prose__jb_65 p,.ads-changed_prose__jb_65 ul{font-size:17px;line-height:1.8}.ads-changed_storyRow__7zbXg{margin:32px 0;gap:28px}.ads-changed_storyRow__7zbXg .ads-changed_photo__jfv4z img,[data-composition=tier-tradeoffs] .ads-changed_storyRow__7zbXg:last-child .ads-changed_photo__jfv4z img,[data-composition=value-story] .ads-changed_photo__jfv4z img{aspect-ratio:1/1}.ads-changed_photo__jfv4z figcaption{padding:60px 20px 20px;font-size:15px}.ads-changed_readingColumns__9lsNo{grid-template-columns:1fr;margin:30px 0;gap:22px}.ads-changed_editorialNote__THSSH{margin:30px 0 0;padding:22px}[data-composition=final-argument] .ads-changed_editorialNote__THSSH p:last-child,[data-composition=value-story] .ads-changed_editorialNote__THSSH p:first-child{font-size:20px}.ads-changed_diagram__A9CqW{margin:30px -4px}.ads-changed_diagram__A9CqW figcaption{padding:16px;font-size:13px}.ads-changed_benefitTiles__mrgHh{grid-template-columns:1fr;gap:16px;margin:30px 0}.ads-changed_benefitTile__SUNir{padding:24px}.ads-changed_benefitTile__SUNir h3{font-size:22px}.ads-changed_evidencePanel__7Sysa{padding:24px;margin:30px 0}.ads-changed_evidenceHeading__rHSeo h3{font-size:23px}.ads-changed_evidencePanel__7Sysa dl{grid-template-columns:1fr;margin:24px 0;gap:20px}.ads-changed_evidencePanel__7Sysa dl>div{display:grid;grid-template-columns:84px 1fr;align-items:center;gap:20px;padding:20px 0 0;border-left:0;border-top:1px solid #3d5369}.ads-changed_evidencePanel__7Sysa dl>div:first-child{padding-top:0;border-top:0}.ads-changed_evidencePanel__7Sysa dt{grid-column:2;grid-row:1;font-size:14px}.ads-changed_evidencePanel__7Sysa dd{grid-column:1;grid-row:1;font-size:36px}.ads-changed_measurementPlan__boMlR ul{grid-template-columns:1fr;gap:16px}.ads-changed_measurementPlan__boMlR li,.ads-changed_measurementPlan__boMlR li:last-child{display:flex;flex-direction:column;align-items:stretch;gap:16px;padding:24px;font-size:16px}.ads-changed_measurementPlan__boMlR strong{font-size:20px}.ads-changed_faqs__kGVxw{padding:50px 22px}.ads-changed_faqs__kGVxw summary{font-size:18px}.ads-changed_closing__aSRXl{height:330px}.ads-changed_closing__aSRXl>img{-o-object-position:52% center;object-position:52% center}}