Mm-hmm

Or the, "Well, I've never done it before" becomes, "Wow, I've never done it before." And psychological framing can take you a very long way in general.

You know that already, and I know you have a daughter, and I'm sure you're teaching her that.

I'm trying to teach my kids that, like negative self-talk is not great.

We all have it, so the more you continue on that path of reframing, part of me knows I get it wrong, and that's what terrifies me, and I still say my opinions because, y- to your point when you started this is you could be perfectly imperfect.

No one's perfect.

No one's gonna actually know it all, and you look at other people and think you assume they do.

Yeah.

Maybe you have a guess, but just the timeline for these protocols being launched and like, what are you seeing in terms of experimentation so far?

They're actually starting now.

I mean, Index Exchange just launched part of the stage.

buying within their own system.

It's different technology because they also, the SSPs have quite a bit of signal.

And then you're seeing parts of the ecosystem put together the agent of buying either from research and planning to the actual setup.

Then you've got the optimization and that measurement and attribution on repeat on the back So those are the four cycles that I really, you know, brought my head around in terms of the milestones.

Any thoughts there?