Yeah, so why don't we go into what got you into ad tech and martech specifically in the Middle East and maybe a little bit about who LifeRamp are and what they do and

what you do.

Okay, yeah.

So let's start with the former first or the latter, I should say.

LiveRamp is a technology business that helps brands, organizations join data together to enable multiple different outcomes from analytics to measurement to insights through to activation across the wider ecosystem.

to collaboration between multiple different both brands, partners and ecosystem.

And we're a global business working in all the continents.

But we've said this region is perhaps a bit different, but can you tell us about a campaign or a product or a situation that made you think that this could only have happened here in the Middle East,