Q And, and while I, Take me in those conversations. Cause a lot of people go through this. I mean, how do you run a pricing experiment like this? If you decide, yeah, let's test a higher price point.
A Yeah. And we, we are constantly thinking about what is the percentage of the media spend that goes towards measurement and analytics. Then we're like, okay, well, how much of that money goes to the agency as a pass through cost? And then how much of that money then goes to the distribution channel? And if we centralize that, um, how much money are we saving the brand? And then on top of that, how much money are we kind of making them by just bringing those insights in real time when the alternative today is that they would get it three to six months later. So we're kind of, and we're working closely with all of our partners to ask them these questions because obviously the data is, and you can't just Google this stuff. So.
AI assessment note: “we are constantly thinking about what is the percentage of the media spend”