I'd love to know what, uh, what's the biggest ad tech or martech or marketing mistake that you've seen companies make when entering or, or trying to scale in this region?

See, that's an interesting que- uh, question, right? And I think, uh, the landscape here is different, and I think we both know that it's crowded, it's cutthroat.

Um, you'll find all kinds of companies, um, across that entire matrix, right? So there's people who are selling value, selling strategy, and there's people who are essentially selling cost, and pay by outcomes, the market's shifting, it's maturing.

Well, we think it's maturing, and then you'll see it suddenly go back.

So it's also one of those markets where you never really know what to expect.

It is unpredictable.

Um, I've seen sales cycles anywhere from two days to one year, and there is no playbook that you can really replicate.

Um, if, if we get a bit more specific, can you tell us about either a campaign, a product, or a situation, uh, that made you think this could only have happened in the Middle East?