Tell me more.

I thought it might get your attention.

Uh, but I think the data... like, having data available is the easy part, right? Uh, but first-party data isn't really an automatic solution to making everyone a millionaire and getting these big, massive budgets, right? I, I work a lot with first-party data, and we've had a lot of successes, but also a lot of challenges, and I think what, especially outside of the region I've seen, um, you have to understand what your data is and, and what's the value of it, right? Um, having first-party data is one thing.

How are you gonna use it and provide value to the advertiser, to your, to your users? Um, and understand where it, where it's going to be positioned and packaged, and most importantly, how are you going to price it, right? I, I feel, I feel that, um, we, we have, or I've had a lot of conversation with someone like, "Oh, we've got this data, so we should be able to get this much millions over the next couple of years." And I always ask, "Why? Why do you think that?" 'Cause how is your data different to what's already in the market? What...

You know, is your pricing realistic? Is your demand expectations realistic? So it's not, it's not a case of, um, I don't believe in first-party data.

I absolutely do, and I love it.

It's one of my main selling points, um, in my, in my day job.

But maybe thinking into the future, say, say five years from now, what do you think advertising in the Middle East will be known for globally, and what needs to happen for that to become a reality?