So if we get a bit more personal, I guess, about your specific experiences, can you tell us about how has working with brands, agencies, or even governments here changed the way that you personally think about advertising or technology?

I came here thinking that my job was to sell a DSP.

And I quickly realized that my real job was market architecture.

And I think for this specific point, we are on the same boat.

But in Europe, years of market education had already been done for me.

I could work into an agency, talk about private marketplace, omni-channel PDOH activation, audio install, and people get it.

And I've been part of that education myself, especially in France, working on audio and DOH.

Thinking about kind of misunderstood trends, do you think there's one particular ad tech or martech trend in the Middle East right now that you think people outside of the region are completely misunderstanding? So