Okay, hi, I'm Wojciech and I'm leading the data team here in Aller Media Denmark. I think what I like the most is that it's an unconference and that it's very informal. That it doesn't have a fixed agenda. That it's also focused mainly on the community, not so much about selling a product or going for, you know, a specific direction when the industry is going, but more like to share the knowledge and to be absolutely free about it. So, probably this is not so uncommon, but it's GA4. It's still being compliant with all the regulations And its server-side. But also, for us, specifically at Aller, we are focusing on the first-party data and connecting all that in our customer data platform. So those are like the three things. I'm thinking GA4 is more to, like, be able to transit into a new data model, into the new way of tracking, which goes in line with the apps and the web. Then about compliance and still like, you know, going maybe towards more first party to maybe get rid of some problems is also to be transparent in front of the user. So what data do we have on them? What data can be used on them? And, to be transparent, maybe what data would they like us to delete about them? To be absolutely fair here. And then to be always not pushing stuff, but offering value. So that may be also another approach. And then the customer data platform, which is something we have developed here at Aller, connecting all those together. So making sure that what we are common to a user, a potential customer or just somebody we would like to engage with, has great value for them. And it's keeping us and our products in the loop. I think customer data, but also, you know, when we do projects like GA4, there's a lot of data cleanup. And then what happens is that we find that maybe, like, because of the legacy and stuff related to that, we were just tracking a lot of unnecessary stuff. So then coming back to offering value, there are more basic elements that we should focus on that will actually enable us to deliver this value. Yeah, the tough truth is sometimes we get scared by something and we just tend to panic and do quick decisions and maybe buy the technology for the sake of technology. And that happens across agencies, across clients, also across some of the vendors who will push a technology, right? Because for them it's a sale. But what we don't really tend to admit or like commit to is more like 'what is the value at the end, either for the enterprise or for the customer at the other end of what the enterprise is offering? So it's more about us trying sometimes to lock ourselves in a box or, like, in a bubble and not really look at all the things that surround us that may influence different decisions. So, data on its own has no value. No, it's more like that that we go for a technology, right? So let's say a vendor had a great sales pitch and somebody maybe not with enough domain knowledge just bought it and it's not really delivering what or maybe not solving the problem, the actual problem of the company or of the customer at the other end of what the company's offering. So, maybe that's a situation like that. And then we tend to lock ourselves, maybe the data minds or you know, people who know more about it, and to lock themselves in this bubble, not really looking around for alternative solutions that actually could solve their problems. So, I would say first-party data because now we see a huge shift going from the third-party dependency and all the regulations put on top. All the compromise that has to be done around that to work with this. So, I would say going for first-party is the trend we're gonna observe. And I'm speaking from the media perspective, but we see that all across. You basically cannot buy a product or maybe we'll have a hard time buying a product without logging into a service without creating a profile. And we're just gonna see more and more of that and there are two sides of it. Of course, it's how easy - it's not easy, but kind of like maybe more streamlined or maybe more clear - it is to work with that data from the company perspective. But also there are benefits for the customer, for the actual client who shares their data with us, who unifies their data and also gets control of that data.