Um, it just needs more of a unification and explanation so people can understand how it's measured and why it's accountable.

Yeah, absolutely.

No, you're right.

There is a misconception.

It can be measured.

Not only can you measure audiences and, and frankly outcomes, you can also just, again, being here, you can see how, you know, how it's being shared on social, uh, how it's everywhere, how people really interact with the medium.

But, but yeah, down, like, bottom line is it can be measured.

But what other trends, and AI can be the trend, but what else are you seeing?