And I would say this, Peter -- one of the things we have learned throughout our time here is you do not get to pick what events you deal with.

WHITEHOUSE: Press Briefing

Not, as is currently planned, so that people can time their ads to a certain event: but that people will pick up passing events and use them as the basis of short but related advertising campaigns.

FORBES: The Importance of Facebook's New Real Time Advertising auctions

Heptathlon is a layering event: every year you pick one or two events to focus on while keeping the others going.

BBC: Louise Hazel 'can be taken seriously' - Denise Lewis