More broadly. I mean, what we do at IDO is understand how ads impact people's behaviour. We call it outcome measurement.So like Nielsen measures audiences, we measure the behavioural changes from every ad across all of linear and streaming. How do you do that. We're looking at massive panels of people who are privacy in a privacy safe way, are being tracked through their day.We're also a huge consumer of Google's anonymous data that comes out through what they call Google Trends. And we're aggregating all t ...