But what makes your agentic AI network and these partners different? And how are you thinking about where AI really adds value to that equation?

I think customization is a good word to frame it all up.

We're not doing one size fits all advertising.

CPG advertisers versus retail advertisers versus auto advertisers versus insurance advertisers, they all deserve their own specific level of customization.

And that's what AI and customization and segmentation and different partnerships and that whole concept of yours, mine and ours can bring to the table.

We want you to be able to use your agents that you're building.

We want you to be able to use our agents that we have within our UI.

Who is there? Are they an autonomous 11? Are these the folks that you're going to work with every day or waking up and thinking about your business, reinvesting the time they save from chores into what is important to your brand and your results? What are some other things when those are spending big budgets in media should be asking or should be thinking about the tech side of it before they run on that platform or run with that technology partner.