If we get a little bit more specific, I guess, can you tell us about a campaign, a product or a situation that made you think this could only have happened in the Middle East?

It's going to be about speed of decisions.

And again, I think that's a little bit of a theme on the podcast.

The ambition here is huge.

So when a company wants something done here, they can do it incredibly quickly.

Right.

So I am used to sitting in the rooms where someone likes the conversation, likes the products, likes the campaign, whatever it might be.

So then if we think about that long way to go, if you had to build or sell an ad tech or martech solution in the Middle East from scratch today, what would you do differently?