Can you maybe walk me through, without naming a brand necessarily, but walk me through what that loop looks like? It's getting faster, right? Because

when we start, we're generally taking about two years of data as a starting point, but then the models can be updated every single time there's new data points available.

So that could be daily, weekly, and AI is actually enabling those faster decision cycles.

So what we're doing is taking your historical financial information, your historical marketing activity data, so your impressions, your clicks, your GRPs for TV, marrying that up with our own intelligence.

So it's a Bayesian process where we start with our priors and then every data point, data signal is actually pushing and pulling those priors in the direction of the data.

And it's all being done algorithmically within the system with a click of a button, right? So as soon as data is getting in, you click a button, you have a measurement model.

So you're getting all of your historical ROIs and contributions.

Without mentioning the brand, are you able to give me an example of the biggest bet you've watched a client make based on what the model showed and how it played out?