 So Google has been saying that it would eventually block third-party cookies. Today is the day that it has actually started testing its cookie-less technology on 1% of Chrome users globally. I think what this 1% that they've turned on today is signifying is that, yes, we're really serious about this and advertisers, you need to get your act together. If we're really going to take a big picture, look at this, what you have to understand is that Google is probably not at the peak of where their powers are in terms of AdWords. They've seen it contract. They also know that they evaporated television advertising. They evaporated display advertising. They evaporated newspaper advertising. They evaporated magazine advertising. Disruption is possible and they want to consolidate their position before the next thing that shows up, be it more people interacting with stuff via AI or something else that we don't know about comes along and takes it from them.