Shawn Riegsecker

So it's a new product and it's going to take a while.

It's a big product.

It's an enterprise product.

It's going to take a while to get traction in the market, but it's different.

The way that we have it set up is that there is a SaaS contract for the overall platform, but then there's a variable cost associated to the real-time bidding aspect of it.

Yeah.

And I think we'd all like to see that the issue becomes

in the infrastructure of the, I use the word high frequency trading because people understand that.

It's a huge infrastructure cost.

It's also created a ton of barriers to entry into the business.

Velocity and the speed.

It's why crypto hasn't been able to actually penetrate or move into something like this yet.

We've looked at it extensively and it's just not there yet.

the handoffs are way too slow, uh, between it.

Um, but you're going to, so the scalability on the infrastructure is incredibly, I think this year we're going to spend something like 8 million or $9 million just on infrastructure and bidding costs or, you know, bidding infrastructure.

Well, there's, yeah, there's the, actually the one thing, and I don't know how much you have talked about this with your, with your listeners.

Um,

I'll explain it real quick because it's super, super interesting.

Every single impression on the internet for the most part is in an auction.

Okay.