How do you kind of establish your priorities when an OEM presents to you a complex development brief?

Yes, it falls into the last sort of question as well about scale up and choosing these projects.

We have a very rigorous new product development process with a good stage gate process that helps us prioritize these projects from the outset.

Again, we assess the commercial and both, both commercial and technical feasibility before we even embark on a project.

That is the very first thing we actually do.

And that, again, sort of goes back to your last question.

It does help us to say, well, is this a project that is, even though it is a bespoke project, is the potential there for volume? And we all want to have that revenue stream.

But how do you position yourself as that sort of strategic development partner rather than simply any vendor? And what additional kind of capabilities does that require from you as the OEM lead, I guess?

Yeah.

Or you come to a company like Limelight who will provide you with your own branded tools that are absolutely up to the minute, unlimited in terms of capacity, um, modeled on a partnership model, so the better you do, the better we do.

Um, uh, and that's really what we do, you know? So many of the ad networks, many publishers, many, many, you know, SSPs and many people in between, you wouldn't realize, but are working with Limelight's product and working with Limelight team.

And so, you know, the thing about that is that, um, it's not really the technology itself per se, it's how you stack it, it's how you execute it, and then how you apply it to the challenge that you have in your business.

Yeah.

Because if you provide, if you make AI do it, choose it, do it, choose it, do it, choose it, do it, suddenly you're in a situation where the guardrails and the precipices are extremely concerning.

So our approach is we've been using AI in one form or another for many years in terms of our technology.

Auto-optimization is a good example.