Many people don't see the aspects of being an entrepreneur or a founder of a business, certainly not if they're perhaps employed a slightly later stage of growth.

Well, John, you must feel it yourself as well.

And I Yeah, there's no part of my story, which is a sob story.

I mean, it's choice.

I had a very good, but you could probably objectively say boring corporate career until I was 35.

Yeah, I'm thankful for that.

I got loads of experience from it.

In terms of scaling your business, employing individuals, what kinds of attributes do you look for in terms of people that you're employing? And do you look at the people that you've employed within the business as kind of family, as it were, and the types of culture that you're trying to create?

this world.

Well, look, it is about just to, to use two, two things in that phrase.

It's about a different economic model for onboarding data that you own into media, and it's about scale.

Yeah.

Media, advertising, worship scale, nothing's changed.

Okay? And there've been technical choke points, and RampID is a really good one.

You ha- yeah, you have, you, you have to be the church of RampID in, in order to then activate.

But to your point, right, the, the r- like there's a lot of effort for maybe less reward.

As, as someone that, you know, competes fairly heavily against LiveRamp, keen to get your views, uh, when you read the new- yeah, when you read the news, what was your reaction?

Yeah, I mean, yeah, it's great to be on talking about this, Rich.

Thank you.

Um, look, we've been working very hard, what, for almost, well, for four years, um, with Audiences and longer in our careers before trying to make data onboarding and interoperability sexy.

And, um, we're very happy that at least since last Sunday it seems, if not, to be sexy, something that people want to talk about.

Um, and, uh, we're looking forward to doing that in the sun in Cannes as well.

Um, but, you know, we've always looked to LiveRamp with great respect, and we think that what they've done for the industry over the last decade or so, you know, has, has been essential.

Rob, is there anything you'd like to share with us about your guys' kind of future gazing and your sort of product roadmap and how you see the industry evolving over the next couple of years?

So talk us through that, because I think it's important for people to understand where you sit in the supply chain.

Absolutely.

Well, you're absolutely right.

There's been a huge investment over the last few years in customer data platforms, CDPs, as you put it.

And, you know, they're nice pieces of kit, but unfortunately, they're located in the wrong place.

So they require you to copy your customer data, the advertiser's customer data, out of their infrastructure and into their third-party platforms.

that just creates massive data privacy and security issues.

Talk about your competitive set and maybe some of the risks you have as a business.