Jonathan Becker: Interestingly, and I think I alluded to this earlier, but our industry has been influenced by AI for over a decade. So Google, Facebook, even Microsoft, these are some of the organizations that historically have been at the bleeding edge of artificial intelligence, and their goal was always to automate as much as possible within these platforms. And so the effect ultimately that we've seen from a human capital point of view is displacement. So we're actually, we have more people now than we've ever had, but the nature of the work that they do is more strategic, it's more about modeling, validation, asking the right questions, being focused around creative levers, like some of the things that we've talked about, and less so the trench work of implementation and bid modifiers at the keyword level on Google search, and some of the really hardcore manual analysis we had to do.
So Google, Facebook, even Microsoft, these are some of the organizations that historically have been at the bleeding edge of artificial intelligence, and their goal was always to automate as much as possible within these platforms.