So I wanted to understand, uh, if you've seen something similar with your clients, uh, what are like some of the challenges? Let's, let's go into that.

Yeah.

I- th- there's a lot to unpack there.

So I guess first, um, yeah, let's start with some of the, some of the challenges that, that we've kinda seen.

You know, um, [laughs] the very first one that comes to my head, it was kinda like we did a complete about-face in the industry.

But I mean, for going into like early 2025, not even 2026, but 2025, there was like everybody was on this thing of, "Hey, cookie deprecation's gonna happen.

We need some sort of identity resolution." And it was like Google with the carrot on the stick, you know, dangling in front of us going, "Oh, we need identity resolution." Then, you know, halfway or near the end of 2025, they're like, "Oh, by the way, we're not gonna do that now." And everybody's like, "All right.

That'd be my first question.