Can you take us through that?

Yeah.

Yeah.

I mean, it, the part of the history, and I've been around all, uh, for a good chunk of that history, you know, back in the early days, there was this idea around exclusive inventory.

So we could do deals with publishers where we could represent their inventory exclusively.

That kind of changed and evolved.

We spent a period of time as part of a content company.

How are your advertisers, how are Viant advertisers and brands, how are they approaching outcome as a measurement proxy?

Can you can you take us back? How did Viant get involved so early on with streaming?

Yeah, it was it was kind of like a little internal skunks works operation that we had back in 2012, where we had a team actually in Cardiff in the UK that was building out this what is known today as a fast channel, you know, a free ad supported television channel.

And we called it Zumo.

That's X-U-M-O.

And we brought in Panasonic in 2014 as a joint venture partner.

We launched the service.

Back then, I guess some people are familiar because we were on the Vizio remote control for a few years.

And I know that that's a pain point as a consumer, but how do you approach that as an advertiser?