Hi, I'm Lasse from e-dialog in Austria. and I'm Client Relations, Client Development working in the analytics sphere for the past 10 years. My main takeaway from MeasureCamp this year is obviously being that's so good so that everybody has the ability to just meet in person again. I guess that's something that everybody has been really hungry. I saw the same thing in Amsterdam, it's now reflected in Copenhagen. Looking forward to see that in Berlin, probably. And then obviously, from a technical perspective, Google Analytics 4 is probably dominating the space. I've seen at least 10 talks on the board discussing how to use that, how to leverage that, so definitely is the biggest topic I would say currently. What I see as the main driver of focus is obviously, aside from GDPR, is the question on how do we do, how do we exist in a post-cookie world, right? What's the part that allows us to do the same and more with the last reliable data. So, essentially, also looking to expand our all the parts. And obviously the migration part, I already touched base on that, it is super relevant, as well. And one of the parts that I feel is currently overlooked a bit is, realistically, we see that the legal atmosphere, the tool atmosphere, is changing all the time, so we're really looking forward to is not just having a lifetime of a set up. We do something once and I mean, we may improve it, tweak it here and there, but rather to create resilience, to be able to react on data that you will have to delete, Essentially, you will probably get to lose it. So, we're trying to see now it's building stability, a core of tools that can actually be used and leveraged. One of the tough truths that I can I can actually see here is that lots of the implementations, lots of the stuff that we see, and that's reflected in all the the talks that discussed frustrations with the tools, with the platforms, are stemming from having not really aclear idea of what everybody wants. What's the target that we want to achieve? What data do we need and how often is it the question of what can we collect rather than what should we collect in order to be able to answer the questions that may be around. So, I guess that looks quite nicely back to the question of resilience, right? What is the minimum information that we need to have to make an educated guess at the very least and to run with that. I guess one of the biggest challenges that we currently face in post cookie in the GA4 enviroment is the question how do we activate things historically. We've been able to push audiences directly from analytics into, say, Google Ads or Adwords. However you want to call that, and this has been the major driver in the direct revenue activation part. Also been a part where you could easily just text something and it becomes relatively more complicated now to to be able to leverage the kind of insight or the kind of hypothesis testing that you would want in the same environment. And I guess that's one of the challenges that we're currently looking into that. And I believe that tools such as basically like Ads Data Hub may have an opportunity here to help us. And, obviously, we had a couple of talks about CDP environments ,as well. Also that is, I guess, one of the parts that will be a trend in the industry in the next year too.