Is that where it came from basically?

Yeah, exactly.

We used the AI modeler to structure data according to the IAB, um, audience taxonomy and to then ship that data in a fully, uh, yes, indicated, uh, fashion.

Basically, we're shipping, um, what? Terabytes of data to 50 plus, uh, programmatic platform partners, uh, every month.

Um, and now with MCP, that is obviously changing.

Um, now we don't necessarily need to ship, uh, all of that raw data.

You can connect, um, to, um, conversational AI of, of the programmatic platforms, connect your agents, um, with their agent, um, and then clients can with natural language query data, uh, and then our agent will deliver, um, the individual data that is being requested.

Right