aces (Steps 5 &amp; 6) in a cascade or waterfall.</span></li><li class="c0"><span class="c4">There may be many creative payload services (Steps 7 &amp; 8), each providing a different business capability: fraud mitigation, visibility verification, conversion counting, and so forth.</span></li><li class="c0"><span class="c4">The UserBrowser may solicit from multiple marketplaces simultaneously, resolving the winner in the consumer premises equipment.</span></li><li class="c0"><span class="c4">Each marketplace