... like three-quarters of the time.

And I would even start earlier than that.

You know, I think a lot of marketers are convinced that buying intent starts at search.

I just miraculously had this idea, I went to Google, I typed it in, and that's where my-- We now know that that's just not the case, and in fact, I think what we have learned over the several years we've been doing this is that you're more likely to come up with the inspiration for a purchase based on the videos you watch.

So, you know, you're scrolling through TikTok or YouTube or watching TV or whatever, and this home remodeling show comes up and you're seeing, "Oh man, I wish I could redo my fireplace," right? That inspired you to then go search and say, "I want a fireplace." So what we're trying to help marketers do there is identify those intent signals way before they've hit the search bar based on what they're watching.

And it's-- as I said, it's never what you really suspect.

Uh, BMW is another good example where home gardening, home and gardening shows drove more people to the dealerships because people who care about how beautiful their home looks and, you know, the aesthetic of it care about what's in the driveway too.

Tell me more about that.