Are the Platforms Responding?

The big holding companies, for example, is this a relatively new thing? Yeah, two years. So how have I got to imagine that with the adoption of of this at the at the holding company levels, how are the platforms now responding? They can't be happy. Someone to shoot me some love me. No. Look, if I'm really honest, I think it's at a point where, and I'm glad we started from the end consumer, which is the brand, right? But had we started to try and push the needle with the publishers to begin with, we wouldn't have gotten anywhere.