How Do We Meet in the Middle?

I think you hit the nail on the head. Advertising's not going away. It's just you want it to be relevant. You don't want to get necessarily brand burnout or see the same brand multiple times in a very short, you know, a very short amount of time. There is a certain underpinning of data that's required to have a good consumer experience around advertising. We're deeply interested in secure multi-party compute as one solution that coupled with differential privacy. And then a third solution we're looking at, I think once we have a heavier quotes solved for SMPC and differential privacy, I think the third thing that we're going to look at at some point in