True, true

... what I'm buying a, a TV ad for versus, or a CTV ad for, versus what Babs is buying a CTV ad for, we could have two completely different objectives.

So it isn't just about did it run, it's like, did it have the commercial impact that I was hoping to achieve? And that could be anything from did it change someone's behavior, did it, uh, signal purchase intent, did it close a sale, et cetera, et cetera, et cetera.

And for a long time the industry was comfortable with attribution models that were basically an educated guess.

You know, last click, multi-touch, and what we called it solved for, but that only works if your customer journey is linear, and it only works if your customer journey is relatively short.

Now becau- and a bit like we were talking about, people don't, customers don't consume media in silos, right? Their journeys don't work that way anymore.

Someone sees a CTV ad that drives consideration, they search for the product, they see a retail media ad, and then they buy it.

Did the ad make the impact?

You've been rather enjoying it.

I have actually.

And I was a sceptic, right? I love football and, you know, the World Cup is a huge thing in my cultural calendar, I think, not even my sporting calendar.

I think that's a really good point, right? This is a cultural event.

It brings everybody together.

We're all rushing home, you know, to watch the match.

And we haven't said that since Luke Littler won the darts, right? Luke Littler, look at him.

A missed opportunity.

No.

So I think there's a lot to be said, and I think the industry as a whole has not done a brilliant education.

I was actually in a meeting with the IAB in the UK just a couple of days ago, where I was having this, like, you know, conversation.

I was like, "We have not done a very good job as an industry of really being able to articulate that value exchange between if you give us some level of detail about yourself, we can make sure your experience-

Yes.

And then we made, you know, a conscious decision five years ago.

We knew that this was where the industry was moving, and we were gonna help drive it forward.

So we invested in working with Nvidia to basically optimize our entire platform.