So you had, you had said data, data platform. Okay. So I mean e each of them are a little different. I think that direct access is less of a is less of an opportunity where we're looking to make more money but really simplify the supply chamber, hearing it from a ton of clients around that. I see that as us being able to win new customers. That's the first comment on that one measurement. So the, the big thing on measurement is if you go back, you know, the digital marketer in years past just had this easy report and it was in double click and they could look at all, they could, they could attribute all of their sales or conversions to all of their impressions, so to speak. And over the last, you know, 18 months, that is no longer the case. Marketers have a hard time understanding when they spend money, what are they getting, what are they getting in return. And so they're looking at platforms like us to do more. And we really stand out there. And that actually is a bit of an up-sell that is, that is more of a premium offering that we get paid a little bit more for. So I think that that you know, for us is a, is more of a driver there. And I would say data platform, data platform is really going to be meant the, the why, so the, the change of the name one and then two of the feature sets that we're, we're really adding on is really going to drive, it's going to allow customers, all of these customers of ours that have signed up to companies like Snowflake and you know, all these other clean rooms, they've all done it and the data's there, but they have no idea how to get it out of there and put it to use in advertising. Same thing we're seeing with content owners. They have, you know, large authenticated user bases, you know, watching CTV but they don't know how to connect that data in a privacy friendly way with market or first party data for targeting and then also for, for measurement. So again, I think that what we're, what we're doing is making it very seamless from publisher to advertiser to match first party data sets to really drive the buying that I see is a massive differentiator. And it's going, that's also in the active customer growth bucket.