Building an Ads Business Within an Organization Where Ads Aren't the Primary Kind of Driver

Lyft reached out probably because they heard about it. There was a little bit of good fortune and good timing. They basically reached out saying, hey, we've been thinking about this space. And we think we want to do something here. It quickly over over like, you know, five, six calls in a couple months, it just moved to a M&A discussion. We don't want to do a pilot. We want to build it. And we want you guys to come build it here. That's what everything to turn into an M/A discussion. The challenge is that with any non-core business, which is that it doesn't get as much attention as the core