Why don't you tell us, you know, how's it going? Maybe remind the audience what Upstream is, uh, and give us the latest.

So Upstream is sort of a manifestation or an evolution of a acquisition we actually did back in twenty twenty-two, I believe it was, of a company called The Viewpoint, which was native CTV, SSP, and ad server tech.

And we bought that not to go compete with the Magnites and the PubMatics of the world.

We bought that to get closer to supply and to automate all of sort of the direct IO-based buying we were doing from a streaming perspective.

So fast-forward obviously to this year, we announced Upstream, which was that repurposing.

We did direct integrations and announcements with five major publishers, all the large ones you know, Paramount, Warner, TV Fox, NBC, Disney.

And so obviously we're super excited about that.

Um, so d- what, what is Tatari's point of view on agentic buying? What have you been investing in, and, uh, how do you see the demand for that sort of technology?

Yeah.

Yeah.

It's a great question.

And, and Tatari spends an inordinate amount of time educating clients, brands, agencies, speaking about this in market, because I do believe there's a big, um, misunderstanding or misconception in the market, which is if I'm watching streaming on television, then it must be streaming and it must be programmatic.

And while sometimes both of those things are true, a lot of times they're not right.

And I'll just give you an example because I think it resonates.

Hopefully I cut the cord years ago in my home.

What does it mean? What are you doing differently than from what everyone else is saying out here? And how should marketers be thinking about it? Yeah.