So my first

role was at a social media agency.

And we pivoted at the time into digital, you know, and Facebook was so new and everyone was like, how do we use this? And we were just a young bunch of people in our early 20s making content, you know, on the streets.

And...

Then I got picked up, moved over to DDB, who was sort of turning their eye to that type of social media and digital industry and how they could get more involved in that space.

And then, yes, I did do a jump after that.

Actually, there was one more agency in the middle, a little agency called Dentsu.

And so I think my next question and maybe Trinity, you can walk us through this, but like how, what would be the common mistake? From maybe your, from what you heard from your network or your clients, what would be common mistake that a buyer would do in testing some of those audience data? Is it they're not getting it in time? Is it not enough budget? Is it we don't have clarity? Like really like give us, give us your take on it.