Okay.

So, we found things like food content actually really resonated well, and then of course there was the stuff that you would expect, like lifestyle and celebrity content that w- that resonated very well.

Now, what we did over the course of the campaign though was understand how we adjust that based on the changing mindsets of, um, the audiences.

So as the show evolved, more tension, more anxiety, more excitement built, um, we would look at how we adjusted targeting, but also we would think about how we adjust creative execution in that.

So, whether that's surfacing some of the celebrities that were garnering more content across the open web, um, than others.

Obviously, there are fewer celebrities in the mix as they go through.

Yeah.

And it's like, well, how the hell do you know who does what better? And if you don't ask those questions and go through that rigor, you won't discern whose tech is better than the other.