But why don't you just let us know who is Smartly and what does Smartly do in the region? Great question, Dom.

What exactly is Smartly? Well, Smartly is an advertising technology company that helps businesses create and manage their digital advertising more easily.

Think about how many places we all see adverts every day.

Facebook, Instagram, TikTok, Snapchat, Google, and many more.

For global brands, managing advertising across all those platforms can quickly become complicated, time-consuming, and expensive, right? And that's where Smartly comes in.

Smartly brings much of that work into one unified platform.

It helps businesses create different versions of their adverts.

What's the biggest sort of ad tech or martech mistake that you see companies make when they're trying to enter into the region and trying to scale within the region?