 And it functions much the same way for the advertising side of that puzzle, right? You've got advertisers that they're not expert. They're making widgets. They're not advertising marketing geniuses, right? So what they are doing is they're going to an ad agency and they're like, do our buys. This is our target demographic. This is who our product is best suited for. This is who we want to target, whatever. And then the ad agency makes the buys. They contact