Got it. And then tell us like, what, what does the Ezoic do to increase the programmatic ad revenue that people are generating? Like, how do you do that? How do you use first party data in this process? Like just break that down for us. Yeah. So I kind of took you

through a little bit earlier, like, you know, if you have something like an AdSense and then you're able to add in all the ad networks and actually create a scenario where they're actually competitively bidding, you're testing ad placements, ad sizes, all that stuff on your website. You're looking at, you know, like 2X, 3X higher revenue than just, you know, throwing ad tags on a website. Then on top of that, if you have somebody that's selling directly through private marketplace deals and setting those up for your site, have a direct ad sales team that, you know, already has relationships with brands, which we do. So like a good example is, is, you know, Ezoic will automatically set all of that up on a site. Our technology allows you to basically take an enterprise level ad stack that you know is, you know, built to work and also automates a lot of that testing stuff that is really just gets skipped over a lot of times, I think. And so you can kind of like have the peace of mind of knowing like I have the best of the best sort of set up on our website with every brand ad network that's relevant, exchanges, that kind of stuff. But then we also have learned over time that we have a lot of really good quality publishers and, you know, people like Williams Sonoma or, you know, there's brands that just buy directly from us because they're like, Hey, we really like your sites. Some of our publishers, we will go and we'll directly do these deals with them. And that gets added in. We set up the private marketplace deal. So you're looking at a pretty significant like improvement in just the quality of, you know, ads that you're running and the quality of the sort of technology. And we're always up to date on it. So that sort of like already puts you at the top tier of like enterprise level ad stack. But then on top of that, I would say the first party data opportunity that I think is the one that every publisher should look at, regardless of whether you use a Zoic or not. We have easy ID. And the reason why we created it was because we saw this. And then I remember talking to my partner, our CEO, and I was like, so this first party data stuff, how easy is it to set up? And he was about 10 minutes in before I was like, man, I've been doing this stuff for two decades that I'm lost. Like go back because you, you think about it. It's like, you got to take your list. You got to hash all the emails. You got to hash it in like three different protocols. There's like S H a, like, I don't know, there's various numbers. And then there's one that's not S H a or whatever it is. So you've got to hash it multiple different ways. And the reason is, is because there's multiple, what they call identity protocols, which are open protocols that you can submit your hashed emails to that all connect to these different, what they call like identity protocol providers, providers. So like you have the trade desk, um, people might be familiar with them because they're, they're a public company, but they're, they're probably the biggest threat to Google in terms of, you know, where advertisers and publishers want to like connect to, because they have what's called the universal ID. So they actually kind of beat Google in this regard and being able to say, like, we have the largest network of first party data buyers and sellers. So like, you definitely want to be connected to them selling first party data. Right. But then there's other ones like live ramp and, and other things like that. So you want to be able to hash your emails, submit these sort of like these keys and these hashed emails up to all these different protocol providers. And then you actually have to be able to hook those up to your ad stack so that you're able to then, you know, wheel and deal and that sort of data with the advertisers and through the system and things like that. So without having like an experienced, like developer engineer, or maybe a couple that understand sort of the advertising ecosystem, it's the chance of you even just doing it right are pretty low. So we basically created a way that made it so that all you have to do is take your list or your user data, secure it for you. And then boom, it like you keep your list. It doesn't go anywhere. We set up keys and all that stuff, set it all up, hook it into the ad stack. So all you have to do is just like drag and drop, or we have an SDK so you can automatically connect it. We have integrations with like all the major email providers, like MailChimp and stuff like that. So you literally don't have to do anything. We even have it so that you can have like the variables or whatever that are connected in your email marketing. So like if I'm like, hey, Brad, and you just use like a short tag or something like that in your emails, and then you can actually take a link that identifies Brad as first party data. So every link that he clicks in the email and it's, you know, like all your known users that automatically gets identified. And so that all the ads they would see on the page that, you know, of the link that they clicked on, that's, that's a first party data, like user, baby, that that's a, that's a high earning, super like valuable ad space that you're able to sell. And that makes it worth it to show ads in a lot of ways. And so I feel like one of the things is it sounds like maybe I would try to print your product. Realistically, publishers use first party data. Without using EasyID, I really don't know how most would be able to do it. So, you know, I do think that we have something pretty valuable there. And I think it surprises me that no one else had been trying to build this for, you know, the last few years, but publishing is usually pretty far behind advertising.