I think tech really becomes more important in scale on guy. I mean any just as a as a cautionary tale, like any any tech company who's saying that you could just, like, turn it on and give it a ROAS target and then just walk away from it like maybe you can. But that is not gonna be a good thing for your business, like there is no AI that is sophisticated enough in our industry where you can just plug it in and it will just run advertising for you and maximum of your budget. You might get you a great return on paper, but most likely what it's doing is it's just driving ads to people who are going to buy your product anyway. And you know, so it just it just has those. Those fully automated tools have a tendency of just kind of, you know, uh, kind of just jacking up the stats without actually like driving in a business. Now, as part of a strategy of a sophisticated, sophisticated at AI and machine learning there. There's really value there, but it has to be again. It has to be. You can have the best technology in your in your race car, but you still have gotta have someone to drive it around the track.
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