think about when we're looking at these strategies?

Yeah.

So Silverback, we're a performance marketing agency, core services, paid media, performance media, paid search, paid social, and SEO.

So from my lens with creative, I'm really thinking about the role creative plays now in fueling paid media, digital advertising performance versus how different it is from the role it played just a few years ago.

So not to go on kind of a a Ted talk answer for you, Leanne, but, um, the creative is the new targeting.

The phrase was really born out of that massive shift in how paid social ads have worked.

So data privacy legislation, GDPR, all the fun acronyms there that totally severed the, the flow of browsing and app data into platforms like meta, um, completely obliterated the ability to target your ads where marketers were able to really highly segment their meta accounts in that example based on who sees which ad when and what audiences they wanted to show which creative to, that strategy doesn't work anymore because a lot of the data privacy legislation and the repercussions from it eliminated the targeting, the efficacy of the targeting that was available in platform.

Is there any ones that I'm missing or that you want to kind of call out?