So break those two down for us.

So prove it is the measurement challenge that you were referencing.

There's a lot of like really powerful measurement tools out there.

We are complimentary to that.

Those tools are using probabilistic data.

What Bridge Signal is bringing in is deterministic data real time at the campaign level that can help you understand how your ads are affecting sales in retail and Amazon.

And what that does is one, if it's working, it helps you double down and spend more because you can prove that that is working or two, perhaps you actually weren't seeing a campaign that was working because you're only judging it by DTC.

Where do you think brands are leaving the most money on the table today?

I'm going to bet

on this.

So prior to starting Bridge, I was investing out of PIMCO's private equity fund, and I covered retail for the firm.

So I was spending a lot of time looking at retail, specifically malls, and thinking about what is the future of the in-store shopping experience.

And at the time, e-commerce was starting to really improve from a personalization perspective.

But I thought the offline world was so not that and so not improving at the same pace that I saw e-commerce was.

So I started just thinking about and becoming frankly obsessed with the offline to online and how does this become a better holistic experience for the consumer and And in doing discovery, I was talking to some brands and learned that when they sell through wholesale, they get literally no data on the end consumer.

How has being a female founder changed how you've had to show up as a leader or how you may have navigated raising money and selling into this more male-dominated tech industry?