So can you just talk about structurally how AMC has evolved and where is it now relative to where it's been and then a partner ecosystem on top of AMC? Curious if you can explain the different parties that add value on top of AMC.

Amazon's made a lot of, you know, they've put out a lot of instructional queries and kind of foundational things that can, is interesting insights that brands can use, but it's not necessarily actionable.

And I think that's what brands want is like, give me some insights, but I need to be able to like know what to do next.

So just looking at CAC or lifetime value or how many new to brand customers I got doesn't really tell me like what I need to do.

So I think that's kind of the next stage of this is how do you get brands this type of information, whether it's customer acquisition cost, LTV, how do they understand which of their products or ASINs are driving the best CAC or the highest LTV, those types of things.

And being able to go at the campaign level, the creative level, et cetera, is going to be super important.

So I would say it's still kind of the infancy as far as the use of AMC.

So where do you see that gap? gap in the market? And from the Slingwave standpoint, what's interesting to you in terms of how we've approached that?