it's not just a one-off right consistency um of showing up showing up in different mechanisms and tactics within the reddit ecosystem certainly um seen again we talk about correlation as opposed to causation as far as this is concerned but we've definitely seen the impact that it has and For us, it's been fascinating how Reddit has become more prominent in a lot of advertisers and brands' minds precisely for this reason, right? Even though there's no guarantees and all that, but just the knowledge that this is a necessary thing to do.

Yeah, I also think, again, it's just like being where the conversation is happening.

Like, why wouldn't you wanna be there? Like there's such like robust, like parenting communities.

Why wouldn't you wanna be there where that conversation is happening? But we also have a lot of playbooks about then like how to show up and like, what does that look like? It's not an easy formula, but like there's definitely a ton of tips.

Again, part of it is just like, listening, like showing up and listening, thinking about like your messaging and are you being additive and are you bringing value, but also being really strategic.

Like some of our tools are just so incredible.

And some of like our ad products and ad suite in terms of your ability to target.

What do you see are the common mistakes that brands make when they try to engage with Reddit?