 So Forbes recently launched a report where it said that more than 4,000 ads are seen for day of the person. And that's why he was surprising no more. Just the fraction of those ads have only got a chance to be seen by strangers. So today brands are talking to us about whether they get married or when someone get converted. But the first question to ask is did they get an opportunity to even see the ad? Right? We have advertisers typically have 5-10% of the higher side of the higher standard definition of puberty. But does higher puberty necessarily mean higher performance? Most certainly not. And that's where attention comes in. Right? We need to move beyond puberty to something that's actually more actionable.