 make you safe and protect you from being, you know, challenged by any privacy regulation which is going to change later on. It's also, you know, something you have to take into account. And last is future proof because the day we can tap into only channel budget, which are mainly guided by TV standout or online standout, you need to have sophisticated data points so that it's as frictionless for you as possible. And we will not require new investment or erasing whatever you will to restore what it is and justify the gaps. So that's how we see first party data. Now I'm going to spend some time to share examples of about, you know, how our client around the world has been leveraging quality data to drive incremental revenue. Because at the end it's all about generating revenues.