Michel Gagnon

Is it just value add right now?

At the moment, we're more in the testing phase because we have the tech, but we were not using it exactly specifically for subscription at this stage.

Of course, we'll be there.

I still think that, you know, advertising, bad advertising is bad.

But I think, you know, we still need advertising so that people know that we have a business.

Why do people care, though, if you have a business?

I mean, if you're Apple, you want to make sure that you can reach consumers and they know what's your next product.

This is advertising, right?

Unilever, they want to make sure that people know how their brands are doing, new products, the new discounts that they're offering.

So this is advertising in itself, I think, is not necessarily bad.

I think we've had a lot of bad advertising lately.

over the past years and maybe decades.

And then now what we're seeing is really a focus on users and audience where they, you know, in the past we were just developing a big, big message and we were basically shoveling

them down their throat.

So I think it's a healthy change for the industry.

What we start seeing is we start seeing publishers having their own, I would say, content creation, building their own content creation teams.

I think they have the people to do this.

And I meet a lot of publishers and I've met a lot of publishers in many countries over the past 12 months.

And I would say the big ones all have a focus on getting branded content money.

So this is, I would say, the other...