If we kind of go one step further, I guess, how has kind of working with brands, agencies or governments here within this region changed the way that you personally think about advertising or technology?

I think, see, I haven't worked with government, to be very honest.

But I think I've become more technologically positive than technologically impressed, right? There's a difference.

Earlier in my career, when you'd see impressive new capabilities or naturally think that, oh, this is interesting because, see, look at what technology can do for you.

Today, my first question is very much simpler.

What problem are we solving with it? And how do we know it was solved? So I think that's where the whole advertising has become complex in a lot of ways.

So right now, we have so many things.

So that's kind of today, right? Or if we pivoted today, but if we look forward into the future, say five years from now, what do you think advertising in the Middle East will be known for globally? And what needs to happen for that to become a reality?