Adapting to a T T A, Right?

i think because covid was so prolonged, and because this behaviour all change was so pervasive, right? Like it just was assume e as the new normal. And i think what happened is, companies staffed up, they beefed up, they changed their marketing mix. Those were informed by these models of consumer behavior that just no longer hold, right? They're not relevant any more. The only way to do that is to pretty much burn everything down and start from scratch. It's really hard to do while youyou hold one thing constant. So if we hold the sort of roas model constant while we change attribution, that's obviously not going to work. You have to do both