What changes have you seen when it comes to paid acquisition in ecommerce in the last 2-3 years? The cost of ads, ease of tracking and attribution, anything else that feels markedly different now compared to a few years ago. Additionally, how do you feel the acquisition landscape will evolve with the introduction of AI? Do you think it will get easier or harder for ecommerce brands to acquire new customers once more consumers start using AI more regularly as part of their buying experience? Primarily looking for ecommerce brand owners or people working hands-on with paid acquisition for ecommerce brands.