Appropriately assess risk when business decisions are made, demonstrating particular consideration for the firm's reputation and safeguarding Citigroup, its clients and assets, by driving compliance with applicable laws, rules and regulations, adhering to Policy, applying sound ethical judgment regarding personal behavior, conduct and business practices, and escalating, managing and reporting control issues with transparency. By combining Citi's scale, trusted customer relationships, and real purchase insights, the business delivers advertising that is relevant to customers and drives measurable, incremental impact for advertisers.