Digital just doesn't monotize very well. It's like willab because you're trying to do a poor version of what worked in the off wine world. Every time you jup to a new medium, people try to sort of imitate what came before and do it on the new medium. But they have to actually figure out what is native to the new medium first makes totol sense. And so that's what you have with a and just like your feed is customized, yes, the ad is customized to you.