So what have you seen work well when say a campaign sort of goes sideways or creators aren't really performing how do you kind of manage expectations and what do you do to make sure that you know you limit those scenarios

so two things one we like to think of this compounding is the eighth wonder of the world and we truly evangelize this to every brand where we'll go regardless of what's happening with your metrics, you need to have a certain amount of your budget that you are spending consistently every month because this is partly performance and partly an awareness game.

You need to be on people's LinkedIn feeds, their YouTube videos that they're watching, their Instagram feeds.

at a baseline.

If not, your competitors will have a far better share of people's minds and you will just go into oblivion.

You cannot just have spikes of a campaign every few weeks or a campaign every few months.

You need to have a fundamental level of presence on people's feeds.

So tell us a little bit about how you think about AESEO and how content can play a fit in that and working with influencers can actually increase that because at least I'm hearing every single marketing leader, the top priority for them is how do we rank better in LLMs? I'm assuming that's something that you hear too.