How does that relationship play out, and how do you manage to balance that so kind of, as you say, to the, for the good of the advertisers?

Yeah.

Ultimately, we want to build the best platform when it come to the content offering for our viewer and our consumer, and we want to try to partner with adtech partners that help our buyer to address in the best way possible that audience in that premium content platform we're trying to build.

And TV, CTV, it's, it's a complex eco-ecosystem and, you know, people will use the term frenemy, but it's...

I use the term partner because there's always multi dimension to a partnership, and we have partner we, that even power our adtech but are also content partner, but they're also demand partner.

If, if you take the case of, uh, the NBCU Comcast group, we work with them on pretty much all dimension of partnership possible.

We talk about Amazon.

Right