But if there's not that transparency and people don't share information, things with us then we we won't know that

that's also okay it's like where should you use these levers like the dsp has a better geo-targeting layer than sometimes we have so like They need to be, when they, we can take a lot of briefs where they're like, okay, I want to narrow it down to this perfect instance of people using all of these parameters.

But actually, you might be better starting wider with us and then using the geo within the platform.

Or you might be better having that here and then like unleashing it within the platform.

So it is a bit of a, if you're not transparent with what you're doing within these platforms or how you're refining your audiences, it can really impact where we build them.

And we're the same.

We're like, okay, Actually, you're on this platform and we know this works really well in there.

And so it's all about the communication at this point, y'all, if you're listening, watching us, please pick up the phone, ask them the hard questions, you know, um, see how they can put be put to work they're here for that

Is that correct? So tell us a little bit more.

I'm not sure what I was thinking when I was five, but I definitely was of more of the creative side.

I remember stealing like old, like the VHS camcorder and sellotaping it to my bikes and trying to make videos and stuff before you even had a computer to edit them on.

And then kind of chopping it all together.

So I was definitely more of that kind of creative side of things.

And my first kind of role in London was working at a agency that had about like seven or eight radio stations.

So the biggest ones in the UK and we did all their promotional websites.

and