Right.

So we're obviously doing something right.

Uh, we pioneered back in '07 some really awesome movements.

Uh, the first movement that we sort of pioneered in ad tech or digital media was the in-text advertising movement, the idea, you know, when you go to your website and there'd be a, a highlighted text link, uh, on, on the words on the editorial page.

Could be the word mortgage or could be the word, you know, uh, car loan or whatever it is, and when you'd roll over it, it would open a bubble or show an advertisement related to that.

So we pioneered that back in the, in the early 2000s, and that sort of led the contextual movement, the concept of keywords on a page, uh, sentiment on a page.

And, and now we're-- You know, we've evolved a lot now to, um, sort of driving towards what we call the proprietary movement.

Right, right.

How do you think AI is impacting the change that we're seeing today?

Well, our industry, the digital media advertising industry, loves fads.

And so we chase fads all the time, whether they're meaningful or whether or not they're just conceptual.

They just make us excited.

And there have been a lot over the years.

But I do think that AI is foundational.

I think this is a true tectonic shift for digital media.

You have some that you would call out as, and they may be interesting and they may be useful today, but that you think might be more of a fad than having the sticking power of some of these other things we've just talked about.