 So this is, I mean, I guess to contextualize this a little bit for people, right? In old fashioned, you know, print advertising, it's like you would call up a magazine's sales department and say, you know, I want to put a page in your June issue and there's some price and you go do it. In the primitive days of the web, there was an effort to sell digital ads on the same basis. And to an extent that happens, I mean, publishers do some premium site specific advertising, but a ton of the ad inventory is what they call programmatic. And so as a publisher, you just kind of have these slots on your website that are filled with ads and you have an ad exchange that you work with that determines what goes there. But then from the ad buyer's point of view, instead of targeting specific publications, they are essentially trying to target certain kinds of readers. So instead of being like my inference is that a lot of men in the Philadelphia area are reading the sports section of the Enquirer, you can like go after people who you believe to be men who live in the Philadelphia area. Well, and of course, it's much more detailed than that, right?