But how does that translate into like actually measuring impact, like how effective it was?

So in this case it's very important not to grade your own homework and you really need a trusted vendor that can collect all the signals and really provide meaningful insights and there are also several ways on how to measure so you have eye tracking panels like all kind of ml and predictive approaches psychological approaches and the survey approaches so There are several ways on how to measure it, and actually if you will actually try to use them all, they might not even agree.

So that's another thing.

So when we started the journey to, you know, when the attention talk really became a part of any rfp and ffi that we were a part of so and this way we in this case partner with lumen to really dig in and understand what we found for us that eye tracking is a was a great solution because we leverage the the the way that And then our ads are part of the game content and rely also the attention the content gets as the ads are really part of the game world.

So we know we're going to get a lot of attention, but then how do you measure the attention of the ad itself? the combination of knowing that you have a high viewability, and then using eye tracking you can literally pinpoint the parts of that viewability that translate into attention to the ad specifically, and being able to understand how different thresholds translated to different outcomes down the funnel, that was a key for us.

By the way, sometimes it would be survey data for Brand Lift, for example, and sometimes it would be other outcomes that would have been measured using other tools like Sirkana or like TransUnion or several others that have tools that could compare to various things.

They could connect it to a footfall, they could connect it to offline purchases, they could connect it to really a lot of things, and usually each brand or agency came with their own set of of vendors that can measure that and when we also combine Lumen into that and could tie the attention data to the data that is to the other outcomes that happen after and What we saw was very clear that when you have the right thresholds and pass a certain minimum, you get a great

I'm not sure if it's something you've seen recently as well.