Is that tracking with what you're seeing in the industry? And if so, like how are lenders reacting to that adjustment?

Oh, totally.

Um, we've seen CPAs compress, um, not by so much, but it's a little bit over time.

I think we're seeing it, them pull back a little bit more, which for the comparison sites like Finder and, um, you know, the middleman sites who are sort of connecting the reader to the direct lenders themselves, um, the harder it is for us to justify the spend, right? So, um, when you're doing just performance, um, sort of marketing, you don't necessarily have LTV metrics the way that, um, a lender does, right? So they, they can operate at a loss knowing it'll be positive in the long run, where when you're paid on just the click, it's like you can't really operate in loss 'cause there's no recurring revenue for you on that front.

Um, so yeah, I think it's gotten more competitive.

Um, it's getting harder to justify some of the paid spend.

So it's like, you know how the best keywords in, in, in the market are the ones that are gonna be the most expensive.

But I guess I'm, I'm curious to hear from you, um, in 2026, uh, what are you or do you think other GMs at, um, affiliate publishers focused on? Where are you spending your time? What metrics are you going after? What types of partnerships are you seeking? Like, give us a, give us a bit of a feel for, like, what, you know, what a day in the life of Zach looks like.