CPM

CPM used to be, you know, it costs you more for more reach. Whereas this day and age, CPM has come from 15 years of bitable inventory. So my point is CPM or cost does not relate at all to performance anymore, as it used to. It's not relative. When you add a variable like CPM to a, which I call a dirty variable, to a really clean variable like attention, what can happen is you can still pull down how much attention you buy because you're buying low cost CPM. so I do not believe in it at all. But when the lights are on and people start to understand relative performance of the different platforms and