Paul, I was just going to ask, like, how do you think? How do you think or how would you advise those teams or how would you advise marketers to think about measurement there? I mean, like, how do you know? How do you think ChatGPT is going to play this to their advantage? How do you think Amazon is going to play it to their advantage? Yeah, I just I want to hear your thoughts on tracking success.

For sure, yeah.

The challenge, you know, if you are in the early days of getting data out of ChatGPT and even Amazon DSP, it's still not the level that you would want, right? And you may never be because it's just a different beast.

Like I come back to our old search days, you know, the Yahoo overture, you need everything broken out and be able to you know, market at the keyword level.

Like I'm not getting query level bidding, you know, in my system anytime soon.

I would love that.

But maybe I wouldn't.

Do you think that's real? Do you think that's actually happening? Do you think it's useful? Any thoughts on that? Yeah,