What about other types of advertising, this more direct sold? Is that kind of a bit more AI views proof? What's working there?

Well, we did, um ...

You probably saw that we kind of redesigned the team a bit in mid-July to really focus on some of these AI products and core strategies.

So, we built a new team, kind of within the team under Kyle Venansky, who is our chief business officer, and these are really ...

It's for AI strategic platforms.

And so how do we productize either new products or existing products along with our CIO, who ...

Nina Gould, who runs all of our products.

So what have been your biggest lessons you've learned so far since being CEO that you might sh-share with other leaders who are, who are going through similar challenges?