And so I feel like there's just been a lot of change at LiveRamp and like To be honest, I'd just be really interested about what does your business look like today? What's the profile of your business? What problems are you solving right now primarily for customers, for marketers? And then I want to build off of that and continue to pull on some threads.

No, it's interesting.

When I joined LiveRamp 10 years ago, we were very much a data onboarding company.

We spoke about shipping cookies all over.

I joined and it was like, the cookies are stuck somewhere.

How do we get the cookies unstuck? We don't talk about that as much anymore.

You know, it's a different time in 2016.

We'd love your thoughts.

And When I look at your resume now in terms of things like the IAB Tech Labs and what you did with ATS, you find yourself being very intentional and structured about that macro change management, or is it just something that is part of the job?

I think it's just something that's part of the job.

And then, yes, we do try to be intentioned in how we want to build and change the ecosystem.

I think I feel like I've been a very small part of influence on the ecosystem, hopefully for good.

But I do think like LiveRAM has this philosophy, which is part of the reason I've stayed for 10 years and part of the reason I really believe in the mission of Scar and the leadership team is we want to make the advertising industry better.

I think Scar and the LiveRAM team have in many cases been able to say, hey, let's take a step back and what's best for the ecosystem? what can we do to benefit all of the participants? And so ATS is an example I'm really proud of, is we said, why don't we roll out a framework to enable media owners, publishers, whether they're digital display or connected TV, to be able to connect their data, their identity in a interoperable way to marketer data so that they can get higher CPMs, so that marketers can activate their data, get better campaigns and make it where it doesn't rely on cookies or IP addresses or maids.

And so, and then we said, we pledged ATS will never charge for it.

Does the industry move to an entirely headless place where people are building their own user interfaces and experiences? Or is it still something that is controlled within these major platforms like yourselves?

Um, normally ask this question as a, as a starter for ten, but, uh, what was it in the first place that attracted you to this world, you know, the world of media, marketing, advertising, tech? What was that entry point?

Yeah.

So if we go back, I've been at LiveRamp now just over a decade.

So I, I joined LiveRamp in 2016 and, you know, before that I worked in the healthcare industry.

And, you know, in the healthcare industry our goal was to help hospitals and healthcare systems take all of the different data points they have.

So, you know, you can imagine all of the lab tests a patient has, all of the, the vital signs, all of the different billing information, the surgical notes, and we wanted to help, uh, connect all of that data so that a hospital could better manage patient outcomes.

And so we were, uh, you know, with hospitals, helping them kind of build out those systems, manage those.

I'm just wondering how, um, from a leadership perspective that you're able to, to lead those teams and, and what those teams look like.

Um, normally ask this question as a, as a starter for ten, but, uh, what was it in the first place that attracted you to this world, you know, the world of media, marketing, advertising, tech? What was that entry point?

Yeah.

So if we go back, I've been at LiveRamp now just over a decade.

So I, I joined LiveRamp in 2016 and, you know, before that I worked in the healthcare industry.

And, you know, in the healthcare industry our goal was to help hospitals and healthcare systems take all of the different data points they have.

So, you know, you can imagine all of the lab tests a patient has, all of the, the vital signs, all of the different billing information, the surgical notes, and we wanted to help, uh, connect all of that data so that hospital could better manage patient outcomes.

And so we were, uh, you know, with hospitals, helping them kind of build out those systems, manage those.

I'm just wondering how, um, from a leadership perspective that you're able to, to lead those teams and, and what those teams look like.

Can you give us a quick explainer of what LiveRamp actually does? I guess, you know, what's most important to you guys?

So at LiveRamp, it's all about how we enable brands to safely and effectively use their enterprise data.

So we help enable the world's most powerful data collaboration network.

Let me kind of take an example of that.

So you all have maybe a retailer who comes in and they say, we have all of this data.

We have audiences of people who buy these sets of foods, these types of laundry parts, things of this nature.

You have then all of their CBG brands who help make sure that the shelves of the retailer are stocked.

Talking about customers and partnerships, tell us a little bit more about the OpenAI and LiveRabbit partnerships.