How would you, how would you describe that? How would you define that opportunity, Rahul?

I think that's a...

It's always a tough one to, uh [laughs] sort of simplify to one sentence.

Well, let me sort of try it, it this way, right? I think what you can do now with connected TV is be able to put, leverage the deterministic data that a retail media user has in a responsible way to show the ad to your prospective customers in the household while they are paying attention.

Like, what's been the strength of TV forever? It's been the undivided attention that a 15, 30-second non-skip ad brings, right? What we are seeing in our experience, and, like, US is a few years ahead in terms of adoption of fast and ad-supported, uh, uh, um, um, uh, content, and hence we have a much larger, uh, sort of footprint here.

But what we have seen in our experience is if the advertiser has a story to tell, if that's what really is driving your conversions, then CTV is a great channel for you, right? And what now with machine learning and AI and this convergence of, you know, again, a responsible, clean room manner, what you can do is have very high efficiency.

So instead of just spraying and praying on your ad shown to everybody who's watching a certain piece of content, you can now say, "Okay, this is the cohort of users that I wanna reach out to," right? It could be, uh, users who have bought in the past, have not bought again, users who you're trying to cross-sell to another category, right? And all of that is now possible because of all the...

Thank you.