places.

And even some of the visibility they've given, you know, ad partners, I would say.

They're placating people, but I think generally there is more of a placebo effect than anything else.

So I think, you know, that being said, it's interesting.

We've done a lot of really fine work with companies like Mobian, for example.

Where in YouTube, for example, we'll use Mobian's tech to identify content that's highly contextually relevant for the advertiser that removes the AI slop.

And effectively builds a whitelist, if you will, for the advertiser.

So tell us a little bit about what you think about this and then let's talk about PMG.

In a life cycle, is this puberty, awkward teenager? Have we figured out deodorant, at

least? CTV, we're graduating high school.

We're about to enter freshman year.

And I think that's, I mean, I think we're in a pretty good place on it.

Now, just keep in mind, sports is so dominant in everything.

That's really, I mean, so you asked me kind of like where we are in CTV right now.

Look, we still need pod positions.

If you're in front of the TV, it's assumed you're looking at...