FreeWheel

And so what Interchange does is it can help a publisher receive a GenTik.

Anyone that's building on Interchange, for example, Scope3, and Scope3 more focused on the buy side, anyone that's built a buyer agent on interchange if they build a sales agent on interchange you open up you open up that marketplace and the reason why that's interesting is you can either go down one route which is pre-bid and build a custom sales agent and pre-bid have taken ownership of ad cp sales agents and they're doing a great job with it and i'm on the weekly calls with them Or you can go off the shelf like a Shopify, take Interchange, plug that into ad servers where it's integrated like GAM or Freewheel, et cetera.

And it's a much faster way to start receiving agentic buys.

So the infrastructure is coming through.

And as long as those people are wobbling around in the middle, you're never gonna get the cost base right, and that's the fundamental problem.

We will accept inputs from programmatic advertising, you know, GAM, Google Ad Manager, Comcast, FreeWheel, all this good stuff, where they're auction style markets selling advertising slots.

And it's clear to me, ultimately, we're gonna go to more of a web model, where people are buying without, advertising without being touched by human hand.

I, I always remember talking to, um, uh, MediaSmiths, the chairman of MediaSmiths, Dave Smith, and he said to me, "If you're not got one foot in the programmatic management, you know, the days of the three martini lunch selling the $10 million ad campaign to Mercedes are over." And I think-