In this lesson, you are going to learn the difference between media manipulation and transformation. Via examples, you'll see it in action both from a content author's perspective, and from a developer's perspective. You'll understand why it's important to be able to use an API to manipulate your media, the benefits and it's challenges. We'll wrap up the lesson with various examples of effects, transformation and how you can use it to streamline the delivery of your media to multiple channels.