Mm-hmm.

Or things like that, right? It, it's, it's gonna make it more actionable.

Other reasons are, [clears throat] um, there's the potential for there just to be, um, a disconnect, right? It all depends.

[laughs] The ability to be able to attribute back to the media is confounded by many, many things, um, between technical platform limitations, right? Hey, is the source code getting passed through to the ATS, and is the ATS maintaining it, to, um, HIPAA rules.

I, I've had some organizations who are like, "Oh, well, any PII is HIPAA." And I'm like, "Well, but we're talking about careers, so w- that's why we're collecting this information." And they're like, "Nope, HIPAA.

And we're just not gonna let that information be passed through." So there's lots of different, um, things happening.

And then of course the rules like GDPR has, you know, we all know what that has done.

And so, you know, I guess maybe talk to us a little bit about your viewpoints on attribution, what we do well, and w- what we have opportunity for.