So talk us through when you start working with a new retailer, what are some of the early use cases and wins that you look for when sort of assessing their audience data landscape?

Yeah, I think one of the things that's clear is there's demand from the buy side on speed and time, like time and responsiveness.

There's also a need on the sell side, right, for time to first dollar.

So the first value that typically folks will get with someone like a growth loop coming in is just being able to build audiences quickly and make them available quickly, right? So that's one piece, and an example is GoPuff built, I think, 600 audiences in the first hour after they were live with Growth Loop.

And this is one of the things that becomes enabled via APIs and MCP and agents building some of these audiences as well programmatically versus by hand managed services responding to briefs.

So it can be a different paradigm for different customers at different phases of the lifecycle.

But once you kind of settle in and get the foundation built of, hey, we need some audience library available, is you start to really get into the interesting pieces of being able to predict what type of value you could bring to the customer, like I was saying before.

I'll just, I'll pause there just to see if anything else is coming to mind.