I mean, what are some of the things that publishers can do?

You're absolutely right, there are macro forces that, um, outside of publishers' hand and...

but sometimes publishers also underestimate how much they can influence and how much they can actually impact in those environments.

For example, one of the most powerful tools are for, uh, that we offer and, and, and it's being talked about a lot is, is traffic shaping.

Traffic shaping is one of the tools that gives the publisher the, um-... upper hand, if you like, or, or the control to send the right inventory to the right SSPs through the right demand channels, um, based on the performance, based on, um, the data that the buy side is willing to bid and buy.

So, you don't have to kind of send all your inventory all the time to everybody, trying to sort of catch, um, everything under the sun.

But you're actually really, really targeting those buy side decisions or, or, or sending it to the right channels, and you're being very strategic about it as well.

So, sort of publishers need to get in front of that, don't they? 'Cause they've got an, an incredible relationship with readers, haven't they? If they don't know who the readers are, then it's gonna be difficult to, you know, sell meaningful amounts of money for the advertising.