Thematic Relevance and Attractive Reach

The final factor was thematic relevance. So how easy is it to buy contextually thematically similar stuff? Because we know that if you've got an advert about golf products, it works better when it's against content about golf than it does if it's against cooking. That's easier to buy in some channels than it is in others. And also, you know, attention is brilliant, but it can't be a panacea, right? It can't be the single thing that solves fragmentation. If you think about podcasts, for instance, there's 1.4 million different podcast titles in the English language on ACAST at the moment. These are big places. You're not going