So just maybe we'll touch on this briefly, but yeah, What was the problem you saw? And if you think about the mission that you were trying to solve, how far into that mission are you? Like zero and then 10 being completion.

No, that's a great question.

Wow.

Like I said to you before the camera started rolling, you guys ask good questions.

So it all started when I was studying machine learning.

I took a class at Stanford.

It was actually called Intro to Machine Learning AI.

So what is the job of CEO from your POV?

First, what are, the hell are we measuring? Why is incremental, incrementality important? W- Yeah, like, let's go to, like, bare bones, day one, what are we talking about here?

Yeah.

So when you think about multi-touch attribution or just basic analytics, right? Um, we've worked with you all for years, but when I think about people that signed us, signed up for us early, like Grunes or Comfort, you know, we all know those, you know, some of the fastest growing, uh, companies in world- in the history of, you know, our, our industry.

Uh, they signed up early, uh, because they wanted to understand every hour, you know, how are things performing, right? Whether it's their influencers, whether it's, you know, Meta, Snapchat, TikTok, whatever it is.

So that's like, did someone click and buy something? Did it take them 60 days? Did it take them a week? Um, Northbeam launched our clicks and deterministic views.

We're splitting credit on a view basis.

So Katie views an ad on TikTok, views something on Snap, views something on Meta, and buys a, a widget.

... "Hold on, hold on." [chuckles]