All these technologies in advertising are going to move to AI, automating most of this funnel in the future. We've already done that in our largest part of our business, and we are committed to doing that in this category and not allowing people to override what is a smarter system than the human being.

If we go extrapolate to getting new customers on, we think the products that we deliver work. We think their mindsets will change over time because they'll realize platforms are different, and that's good for their business.

With the rollout going smoothly, we were ready to widen access. On October 1, 2025, we plan to open the AXON ads manager on a referral basis, perfectly timed for the holiday season.

So what we don't know, as you didn't define game engine data, is, is there some magical data out there. But our market penetration inside gaming is really large at this point... So we've got very good visibility into what matters in the gaming category given how large we've become.

Once we open up, one is going to become much more than one. We just don't know where it's going to land.