Our next guest here agrees. Joining us now to discuss what all this means for the digital ad market is Mark Douglas, CEO of advertising tech firm Mountain. And Mark, uh it's great to have you on this.Is this a genuine uh concern among advertisers that essentially this magic ad targeting uh algorithm is is all of a sudden not going to be as useful at least for for a while. >> Yeah. I mean, it's a legitimate concern.And I my opinion on this is is everyone is so focused on where the data is that they're forget ...