Yeah. So in my mind, it kind of goes along with, with some of the things I've been talking about As we see an acceleration in the ability for organizations to create content. I think we're going to see also a similar, a similar acceleration in wanting information and data about the performance of that content. Something that we're I think kind of taking for granted right now is these, these images that are generated by artificial intelligence. How do they actually perform? They definitely help with on the content creation side, but how do they perform when they're put in front of a user? Maybe maybe they perform just as well or maybe they perform better but maybe they don't, I don't know that we've even considered at that and trying to understand OK. What, what, what type of performance metrics are there other things that we need to maybe consider in terms of how we're tracking content? what are some of those additional data points that we're going to need in order to analyze some of those things