Yeah, and I think that if we talk about the social opportunity, in particular, it's even more. So if we click back and go back to some of the stats a 50% higher lift for marketers who distributed their content with a publisher versus their own, or small businesses making content marketing a priority. When we think about on site content, or in your own world, your own website, your own mobile apps, your own devices, I think that there's an inherent advantage. Because clearly it's very hard for a small business to become a publisher. So there's the idea of building audience. And the same goes for social as well. So you as media companies, as news organizations, or sports companies or media media businesses, you have this skill set, which is building an audience and and working with them and connecting with them and delivering them entertaining and informative value. That sometimes it's really hard for for brands to do, especially when you think about social media. And I'm sure there are definitely a lot of different levels of that. When we talk, we think about sponsored branded content, maybe you think about influencer marketing is probably one of the more common ways that a small to medium sized brand might think about collaborating with a company. But that takes a lot of work too you have to find the influencers you have to know that they're going to be in the right target audience or they're going to be in the right location where I want to build with, whereas publishers have been building this really close connected relationship on social platforms, even though it's not exactly your own channels, right, you still own that audience, which is I think what we were talking about, and that's so valuable to take an opportunity and bring that to advertisers, right? If you think about how difficult it might be for somebody who is a regional car dealership to have a thriving Facebook presence, it's going to be a whole different conversation than what you as maybe a regional publisher can provide in terms of let's say setting up a really cool dedicated car meet up weekly, and having that dealership come and sponsor and in creating content or going and finding stories and the community and being able to surface that back up and talk about the guy who's got the the 1960s Corvette, one of a kind and it's in your town. So being able to do the types of things that publishers can do is actually extremely hard for brands, because it's already hard enough for them to come up with the content to publish to their social channels, let alone build a real consistent strategy, especially as you move out of the tier ones, as you move into any other brand that isn't a large national brand, or with an agency, like you mentioned before your value becomes even more important to that advertiser. So that's a good kind of transition, to talk a little bit more about what branded content is. It's really important for the advertiser to know that this is that differentiated way to connect with a targeted audience, part of a well balanced media plan, it's part of a well balanced media mix. It's also a great way to get incremental reach versus other places that they are advertising, in particular, their own social channels. But even more importantly, being able to do incremental reach in and around other offerings that you as a publisher might have, so social branded content packages are a great way to extend the inventory that you have to offer. So instead of just offering somebody, a branded content series that lives on your own website you can offer them that branded content series on your website, but then also include a number of those videos that should go live on Facebook or on Instagram or on YouTube, or a supplemental piece of content that's related to that larger piece of content that may live on your website. This is really an advantage for both sides for the advertiser to be able to buy more within you and for you to be able to sell them more, which I think is something that everybody wants to be able to do is find more quality things to sell to our partners to continue to expand the value. And the last piece is really to authentically connect with these like minded communities, like we just said before, you know, local publishers are, and I have a lot of personal sentiment attached to this, my very first internship was with the Democrat and Chronicle in Rochester, and that local regional news organization is really one of the centers of the community, and you don't have to be a TV network, you can be a quote unquote newspaper publisher and you still have a huge stake in the community. Those local spheres of influence it's really hard to match. If you think about some of the discussions we've had with our partners, and you go to a market like Cleveland or Dayton, Ohio, and if you're a regional brand in those areas, you're going to be hard pressed to find a an influencer that's gonna just be so local, that's going to deliver the right type of impact, the best influence areas, there's the local media community, that's what the community points to. So for that advertiser, I think it's something that we oftentimes forget is people are consuming their news on social. So they're probably following all of your local media channels. It's a great way to reach that audience. From the publisher perspective I think we've kind of covered this, it's a great way to monetize your social following, it's a great way to build additional inventory and extend the reach of your existing campaigns. As we'll talk about in a few examples, you can actually use branded content to help fund storytelling, new markets that you may want to cover, new topics that you think your audience is interested in, or experiments that have paid off, that may expand into something bigger as well.