The Challenge of Changing the Currency of Television and CTV

One of the mistakes we made at Parsep was trying to change the base currency from impressions to seconds rather than the quality currency from viewability to attention. And as you're trying to get the US to adopt the metric system or something and changing everything you do, it's a pretty major challenge. Do you see that getting any better? I mean, it almost has to. There's probably something coming from the AI side of things that'll help a little bit, but that's still a little ways off for a video.