And Jake, you're more sort of the agency media side.

Yeah.

So one thing I love about advertising is it is sort of like the island of misfit toys.

Everyone falls into it from various backgrounds.

And my background actually started out in journalism.

And while it's not obvious to most, it's actually a skill set that's proven really valuable.

So I first started out on the sales side of the business, working at Tribune Digital and helping to work their operations.

What would your advice be for someone in this audience, you know, a marketer, a publisher, an agency leader, what have you, who's trying to figure out where to start with AI, knowing what you know?