The measurement of addressable channels is dead. Long live addressable channels. What options do you have instead? Which basele metmix, modelling plus experimentation, or justo hold out testing? I guess not to beat the imeow it this drumma beaten a bit. But, i mean, when you say the definitionall change. To me, it comes back to the attribution is the assignment of value, which is not. It gets treated as though youere measuring value, which gets assumed to be t a. You're measuring incremental lift, right? That's this definitional shift that needs to happen,. And one thing i've also noticed over the last six or seven years