All right, man. Well, Ryan, you have been at TikTok. I just looked it up for over five years, which is certainly longer than probably a lot of dealers have been paying attention to TikTok. When you first started, I know you’ve got a rich background in automotive coming into TikTok. What was like a big objection that you were starting to get from dealers right off the bat? Well, thanks, Andrew, for having me. Five years. I can’t believe it. It’s wild. When I first started, there was no auto vertical. So it was literally building a strategy of how TikTok can be a part of the dealer community based on my background. I quite honestly moved from Detroit to Austin thinking I was out of automotive. And then three months later, they go, hey, from Detroit, no auto. Fill this up for us. The first year was just general education of the platform, what it means, what it looks like, what the opportunity is for dealers. And I think we really just hit that home for two years straight when I first started. It was all about a message of everyone’s creator and the ability to create content that goes viral, that can lead to business impact and everyone to experiment, to have fun and tell stories in a different way they weren’t used to. And that was really the first two years. It was not selling ads. It was basically educating everyone about this unique channel and this movement that was happening between this moment of culture, the world’s greatest entertainment engine, and this rapid growth that we experienced from our community and want them to be a part of it. uh the oem’s really great i was very surprised about how welcoming they were to talk to dealers and give us the opportunity to tell the story and start experimenting um and that was really the first two to three years i would say on that journey i was pulled off a little bit of auto did a little break on travel and then came back uh in july of last year to finish what i’ve started so excited to be here today talking to you and um talk about what the opportunity is for dealers same so the grass is greener in auto than it was in travel it’s good to hear It’s different. It’s funny. It’s cool when you come back to auto, you look at it from a little bit different perspective, right? Like I’ve worked across dining and travel, the largest advertisers in the world, some of the smaller, you know, high growth players. And you kind of look, once you get out of the ecosystem, you come back and say, how would you do it differently based on, you know, the core challenges and business outcomes that these dealers want to accomplish? And I spent a lot of time talking to everyone about their journey and thinking about, How do we tell a story that’s meaningful? How do we develop solutions that are what they care about? And what are the blockers, right? Like, we’ve been around for five years, it’s been a long journey. But we look at the amount of attention versus the investment of what we’re getting at the stage of the game, we got a long way to go. And we’re excited to earn that trust. And it starts by telling a story that resonates with them, right? Totally. And it sounds like you and your lean, the lean team that you have, have been more focused on like getting out in front of dealers and, and tier, tier one opportunities and you know, the, the agencies within automotive too, to really get the narrative out there. And I saw that you were at NADA and you did a presentation. I didn’t know it was happening or I would’ve come tried to catch it, but I heard it was wall to wall. crowded with dealers. So the market affirmation sounds like it’s there. How did it go? Yeah, it was a really cool moment. It was our latest automotive buyer journey research that TikTok just did. It’s on our blog and I’ll make sure to include that as part of the webinar here. One, like We have robust OEM partnerships, primarily at the national level. We’re a major partnership and we value those. It feels like finally coming into twenty twenty six, the tide has shifted into we know what we’re doing at national and regional levels, but what should we be doing for dealers? And that was what that NEDA presentation was really all about. It was really cool to see that type of support from the dealer community at NEDA. It was the day before it opened. It was wall to wall. I don’t know if anyone’s going to show up, but they did. It was awesome. And we heard a lot of great feedback. I think what it signals is TikTok is here. It’s a pillar of the dealer marketing ecosystem. It should be based on attention, incremental audience, and this uniquely engaged community that quite honestly, it’s hard to reach and to get their full attention. So in an omni-channel world, you have to go where the eyeballs are and the attention is. And hopefully the presentation echoed that statement home. Yeah, and I’ve always liked, as soon as my agency really started advertising with Meta for dealers, it was before a lot of dealers were there. And these dealers were spending tens of thousands of dollars a month and really seeing a big return because there was a lot of attention there and there was no eyeballs. So it was this white space. was just like it was like the blue have you heard the blue and the red ocean so like the blue ocean is just like it’s wide open it’s brand new but there’s a lot of education involved in it and a leap of faith to start something new then it’s the red ocean where it’s just like we’re all competing for these same dollars and there’s a ton of competitors So I feel like that’s where TikTok has a foothold right now. I think that’s right. I’ve never heard that analogy, but I like it. I think the reality is we have an awareness issue about what dealers should be doing. In January of twenty twenty five, we launched our first global rollout of a vertical product built specifically for the automotive category called auto ads. We did a V two version in June of last year, which was our smart plus power targeting toolkit. And the results are incredible. Like, I think that the hardest part is Are you meeting the needs and the expectations of a product like this? And is it playing across tier one, tier three of dealers of all sizes and different use cases? And yes. And the cool thing is that we’re seeing this performance from this product and we’re really excited about it. But we also need to engage the partners, the agencies, the OEMs and the dealers with constant education about what they should be doing, what the product entails and meeting where there are. And I think this is kind of the foundational product of if there’s one thing dealers should be doing is promoting your inventory on auto ads on an incremental channel where your audience is spending a movie’s worth of time. Like that’s that’s that’s that’s our take. There’s a lot more you should be doing and could be doing. But at least at bare minimums, if you needed to get started, one thing there’s a transactional automated solution that takes an inventory catalog targets in your market for the best user to the right vehicle drives in the VDPs and is performing as you know, legacy trusted industry partners expect in a very short period of time, too. Yeah. And so I think to spell it out, like I always talk with dealers, I’m like, you know, AIA and you get the delays and the stuff and it’s like. To make sure that they understand what those things are, like the vehicle listing ads on Google search, the automotive inventory ads on Facebook, just having carousels that are hopefully showing relevant inventory to in-market shoppers. And it sounds like that, and you guys have been doing this for like over a year now, right? And it sounds like the results are starting to, turn people’s attention? I think that the results are exciting to people that try this product and jump in. I think inventory promotion is a tactic across the dealer community has been accepted and proven from a lot of different studies and from a lot of different vendors and a lot of different channels as a tactic that drives sales lift, right? Like it’s an adopted and it’s a tried and true tactic. And we want to be a part of that as an incremental source. And we feel confident that our performance deserves that, right? Not just the audience piece, but like the performance there. But I also think there’s a lot more to do and a lot more work to prove to the market. I think we’re seeing the measurement shift happen a lot. I think it’s funny, like I said, I came back into it, but This ecosystem grew up under a last clip form submit ROI thinking, and there’s nothing wrong with that. That’s just the reality of that’s what dealers need to capture demand. I’m seeing a really interesting shift happening for the first time in a long time about this transition from just demand capture to incremental demand generation and changing the allocation of media spend. I’ve heard you guys talk about it with your dealers as well, but it’s something that seems like it’s at the forefront. instead of giving credit to the finance manager who closed the deal, what about the three months of work and, and countless emails and texts and calls and conversations that the salesperson took? And I think that’s where discovery evaluation, these were probably a little underrepresented in the funnel for dealers and it’s coming to the forefront especially with the advance of video investments. Yeah. And I think back a lot of the, in my observation like a lot of the newer younger dealers coming in understand that potentially with their manufacturer their dealership they’re not going to get a lot of really qualified buyers coming through the generation efforts and if we can yeah no you go ahead on that where are you going with that i’m just thinking like To know that having things like good videos and having relevant content and educating consumers about the vehicles they have on their lot and doing things that aren’t necessarily step one, tap the ad, step two, submit this form, step three, we’re going to hopefully call you back really quickly. versus being like, hey, these ads, I’m gonna look for reach. I wanna look for frequency. I wanna look for people watching the video. I don’t want them to click, but if they do, that’s great. But the purpose of these ads is for us just to get attention. Where these ads, we’re gonna be more direct response. Let’s get phone calls, clicks, messages, leads. Yeah, I’m finding more success having those conversations than I used to. I agree. I think there’s a culture shift about, I think, led with video storytelling that they’ve seen inbound demand from a video go viral. Right. And they’ve heard anecdotally about the four reps are killing it from social media promotion, like on TikTok. They obviously know that there’s something here. I also think we’re getting into a place where. you’re competing at a much more broader scale. So incremental demand is becoming more of a forefront. Like you’re not going to grow your sales numbers unless you’re bringing demand to the pipe beyond a thirty day window, right? It’s consistent. It’s always about making sure you’re pushing that demand in your top of mind and I think that there’s two buckets of ways to win incremental sales. You are selling the value proposition of a product or video and pricing, feature messaging, comparison shopping. If you’re a truck buyer in your markets, there’s three trucks you’re competing against. How do you tell that story of differences? How do you educate them on that? Because it’s a passive shopping experience. It’s not just, I’m in market right now for a car. I was using this in another webinar about a Jeep with my wife’s SUV, but she yesterday was telling me that I want a truck. Five trucks I probably look at right now. And guess what? As soon as I’m making that decision, the more truck content in my For You page right now, when I have a few minutes to take a breath on TikTok to decompress at the end of a long day, getting some good truck feature messaging takes that down from five to three to two. And now we’re in a game where you are basically going after me and my market between these, they know I’m, you can find out that I am interested in a truck. It’s two makes or two models, the best dealer wins. And sometimes that discoverability piece of like getting a good truck content or a promo or an ad or something, a comparison video gets me to click. I wanna go talk to you, I’m ready to buy now. I was waiting for three more months and you were never gonna get that customer without that video. But that’s the way it works now. Yeah, and I like it like, What I love about social media as an advertiser is that’s where people are when they’re so they’re bored. They have some time to kill. And so that’s if we can get in front of the person at the right, you know, at that time while they’re spending time on social media platforms, they’re going to have time to look at us. They’re going to have time to watch our video. They’re going to have time to come to our website. They’re going to have time to see this video of our general sales manager showing why the Silverado versus the F-Line fifty and And what I’m seeing, too, is like those metrics, if I’m able to get people to engage with like video content, that person is going to stay on my dealerships website for a minute and forty five seconds versus three seconds. Yeah, it’s a much more meaningful, trusting relationship, I feel like. I think the research that we showed at NATO said that seventy five percent of the response from our research said they discovered vehicles on TikTok. And I think to your point, there might be efficiency gains from bringing new customers the fold higher in the funnel than in that research, like I’m ready to buy now type of model where we spend so much of our funds. I think TikTok has a role there as well. But I think to your point, there’s efficiency and there’s a very interesting conversation I think the entire industry is having right now about the value exchange between customer profile A that you described and customer profile B that we’ve been obsessed over. Yeah. And I said that one, but I mean, I think that’s, I think we are upset. And I think that’s totally fine by the way, there’s limited budgets. I want to know if I’m getting ROI for this and it’s really easy to say ROI in a short window of last click. And you know, that’s really easy to defend your boss or to your owner. Right. Like that. And even as a partner in an agency, I get it. Like I, i have no issues with that but i will say there’s a shift of the most sophisticated marketers that either built consumer brands from the ground up from teams or the most incredible consumer brands especially as discovery and search is changing there’s a flip it’s not demand capture it’s demand gen it’s consistent and it’s a very thoughtful full funnel strategy and hoping that all the dealers um listen these conversations and think of say hey maybe i should think about this a little bit differently and and and broaden the view of uh measurement and how they spend their on which channels and where yeah and uh you know and something that stood out and is this true i’m not sure where i pulled this up but like over half of tick tock’s in market auto audience isn’t active on meta There’s a third party study that says that, it’s not official from TikTok’s lens, but there’s definitely incremental audiences and a variety of studies that show that the lift from either a channel like CTV or OTT or other social channels, that there’s an incremental audience that exists only on TikTok and is easier to reach. And I think that’s the main value prop of why we’re aggressively pursuing the dealer community is we wanna be a part of it, we wanna be a friend, we wanna be a champion, but at the same time, incremental audience alone i think uh and the time spent is the the main reason why you’re on the channel in the first place if you believe in that then you will spend money on tick tock our ad performance we’re very confident to keep on innovating and um our product set but like you’re buying it for that reason if you believe in it yeah and my like experience with like the the audiences and the targeting with platforms like tick tock is the longer you guys are available and you have pixels on all the dealerships websites and the third party marketplaces and car gurus and that it’s going to continually get a better signal of who’s in market. I think that is that true? That’s true in the sense that the smart plus in market targeting that our auto ads product is built off of is using machine learning to constantly refine what vehicle are you in, how in market you are based on the KPI. So I think to your point, the more time we have and the more learnings we have from our target capabilities, the better performance will be. So we’re really excited based on only being in for nine months of our new smart plus automotive ad suite that we’re already in the game. and sometimes exceeding benchmarks of established partners and channels that are trusted by the community. So we’re excited about it and we think we can get better. yeah i agree and and i it’s it just starts to happen naturally like it just gets better signal and then uh i know you guys are like able to ingest audiences and we’ve been pumping audiences into tick tock for targeting purposes and getting a good match rate from people’s cell phones emails to tick tock profiles yeah so now we can advertise to people do you see many dealers or advertisers or tier one tinkering with uploading audiences? Yeah, I think it’s a I think that in market audiences and audience drives a big differentiator in this ecosystem, right? So we have to have the capacity to meet the market for their needs. And we definitely offer custom audience uploads and lookalikes and retargeting off those site visitors. It’s definitely something a lot of our partners are taking advantage of. I think To me, there’s a journey of where to go with every platform, right? Where you start with broad and you start with baseline, then you start experimenting and you find what works best for your business. And that’s where a lot of the conversations I spend my time right now is getting the agencies, the dealers aware of here’s something that’s turnkey as a baseline that’s proven deliver X as a starting point. And here’s all the things you can experiment with and capabilities to make it your own, extract more value based on your unique needs. And my hope is that the marketplace experiments enough to a place where they all have a firm POV of like, I know how I’m going to do this based on my client’s needs, my dealer business profile, my business outcomes. I think we’re past the point in an omnichannel world where it’s one size fits all. We go out to market saying, if you’re gonna do anything at bare minimum as a starting point, automotive inventory ads in your market with Smart Plus is like blocking and tackling foundation one, every dealer on there. But there’s a lot more experimentation to your point about audiences, remarketing, shared audiences, video views, different landing pages for God’s sakes. Like there’s a lot of innovation that we’re excited to watch dealers take advantage of. Yeah. And I like it too, having like a product that performs and is a low barrier of entry where you don’t need to get film crews. You don’t need to find the champion in your dealership. That’s going to be, you know, kind of the face and the energy behind recording a bunch of content. But you can get something live that’s going to be attracting attention. Yeah, it’s funny. Like, if you would have told me years ago that I would be starting with the inventory carousel, not video creative on TikTok, the world’s leading entertainment platform, I was like, really? But it is the entry point. It is a low lift proven starting point. And the good news is, is carousels and because it’s a video platform, they actually stand out, right? And I think that’s a big part of it because you’re not used to seeing a carousel on every one’s for you page when you’re screening. So it kind of stands out. And I think that it’s a great starting point to build trust, to show performance. And then long-term, I think video creative and the quality of creative that partners and dealers can create will all perform. But we’re very confident that carousels meets the needs of the market today. Totally. It definitely does. It’s meeting the market where it is. And then the next step is like to get the video content created. And what I’m finding that’s helping is like we’re sending all of our dealerships like lapel mics. and a QR code on how to shoot stuff. And here’s our best performing creatives that go over the certified pre-owned process and how you guys do a thorough inspection of each vehicle and do that in thirty seconds. We’ll edit it. And it’s starting to work where we’re getting a bunch of dealers to buy it in to making that content. And if not, it’s OK. We can do substitutions from from our side, but it’s more impactful if you guys are able to shoot content uh do you get much involved with the the creative like if a dealer had an iphone and no no video experience really kind of like a a step in the right direction to start creating their own content yeah it’s funny so everyone’s a creator and i laugh i go you think about how many dealers and rooftops are in the united states and what i’m trying to engage with a small percentage of those are going to end up being creators let’s be frank about it not everyone’s going to be a creator we can try We hope that they are, but we’re always welcome. Everyone’s a creator in these days, your people, your customers. It’s the world we live in. And I believe that our role is twofold. We need to provide research of what customers want and expect from dealers. So I think eighty two percent of dealers from the auto buying research said that they want to see dealership content and ads like they find them helpful and they expect them to be there. So we’re getting the arm of like, hey, they want to see from you what stories you want to tell. Then we give them kind of the data points, the walk arounds, features, buying process, comparison shopping, all the data to support a content strategy to enable that. And then the other piece we do is we lead a lot of TikTok tools, whether it be TikTok Symphony for editing to lessen the lift, working with creators, finding creators. using Spark ads to amplify a viral piece of content that one of your sellers did. Right. And you’re like, hey, I want that on mine and I want to target in my area. It’s going viral all over the country. It’s nice that I’m going after my owners and lookalikes and site visitors and the people in my market to drive demand and my star. So I think that’s where our role is at the moment is just informing, providing research, inspiration and tools that allow dealers to to create better content. Yeah, that’s cool. And then still be able to service them where they are. Do they have a full fledged internal marketing team with creatives and energy, or do they have, you know, a narrow window to start getting things live and they need to sell more cars by the end of the month? You know how it is, Andrew, and I’m sure you see with your dealer clients, like, everyone wants to know what is exactly i should be doing i want a very prescriptive formula and we are in the age of it’s a non-linear shopping path it’s a non-linear creative path there are dealers that sell cars from just doing edits and clips of brand images and walkarounds and doing cool transitions that are the most visible dealers probably in the country for that manufacturer Then there’s ones that are very human focused, like they are the star, the personality, the people are the stars and the customers are the stars. And like those two approaches are very different, but they all have a role to play and they all have results. So I encourage all dealers to experiment and to see what works and you never know what hits. And I also encourage to include these in your video assets. Once you have something that really tells the story or they think it needs to be promoted to a specific audience, you got something that can capture stop the scroll. That is the best creative at the end of the day. Yeah. And this reminds me of something. I think it was you that was telling me that there was somebody in a rural market that was selling more Escalades individually than anybody and shipping them all over because of his growth and his following. Was that you? That was me. Yeah. I can’t see his name. He’s a good man, a great creator talent. We’re very lucky to have him as part of the TikTok ecosystem. But I was just actually today making a list of my favorite dealer creators for our marketing team. It’s really cool to see dealers that love creating content, love their jobs, and it comes through and actually drives business outcomes. I think that we all need to do a better job of tracking that because to me, going viral or getting a bunch of video views, it’s kind of anecdotal, like you don’t know. It’s not showing up in the report of like, I need to go shopping from Google to that. I mean, excuse me, not Google, a legacy search engine to the VDP view. I think we’re now at a place where people are reaching out to you and say, hey, I’d love to learn more. Would you have any more of these in stocks? What’s the pricing for this? The buying process is condensed from the point of discovery to interacting with that dealer. And the dealers know how to take that demand wherever they’re at and culture it and to bring it forth. They gain market share. And they’re competing at a different level than probably what their competitors down the street is. Oh, totally. Just by being there. Yeah. Just by filling up. It’s been so impactful and just uh so many early adopters is just to be the one that’s there and then version two point oh of being there that’s when you’re looking at uploading your uh you know your customers who’ve purchased who didn’t who’ve defected and trying to get them into the service department and all the creative stuff that tinkerers can kind of uh you know grow. So with the dealership right now, say they have three thousand bucks a month, they want to start testing out TikTok. Do you have any advice of where to start? Yeah, I think to me, there’s a lot of questions. Again, how much should I spend on TikTok for testing or stuff? So I always start back with, do you believe in the why are you buying TikTok, right? Like, why is TikTok a part of your media investment channel? And I think that I think it starts with, do you believe that this is where the eyeballs are, that there are one hundred seventy million Americans are here? They open up fifteen to twenty times. I need to be there. Once you believe in that, I think the conversation is what should I do? And I think a great starting point for dealers just based on familiarity is to look at all of your other media channels and where you spend money over time and run our smart plus auto ads with a carousel and to get some baseline metrics and experiment with optimization events to get familiarity of how efficient it is to reach eyeballs with the CPM, CPR, CPCs, the form submits, like get a sense of that over a period of time and then use the tools in TikTok for business and TikTok Academy to start experimenting. There are custom audiences, there are different objectives. The video buys piece, I think I wish that video was an always on component because I think it’s one of the most efficient ways for dealers to reach a very engaged incremental audience. Like I keep on saying the same sound bites, but the efficiency to captivate attention is part of this business right at scale. That is one thing that I hope that they buy. They don’t undervalue. And then they look at the demand piece of how much demand we’re bringing. And I also encourage people when you look at these investments, extend it. It should not be a two week test of seeing if I can convert someone in your market. It should be a longer test. It should be an evolution and should be looking at different ways to see how this investment impacted the business for example our site traffic going up versus one store that was promoted versus not is uh search volume going up or the three months comparatively from organically like there’s a lot of different metrics i think tick tock awareness and demand should be viewed and beyond just was able to convert that person that was in market uh over that fourteen day window and that’s that i take them as thinking broader and believing in why their investment platform into figuring out what the right investment mix for each individual dealer is That’s a non-answer, a winded one, Andrew, but I think it’s a good answer. And I think in the middle you said optimizing events. Is that are you talking about like on site events? Yeah, I think optimizing to view content on a VDP view and placing the pixel on the site is one thing. I think that’s a metric that’s kind of the industry best practice of like how efficiently can you drive VDP demand is like a metric of qualified traffic. Then there’s other ones of, could I use an instant form, right, to do messaging, click to chat, other KBAs to be qualified. I think that just looking at the entire ecosystem over testing TikTok, what are the KPIs and optimization events? And can I take that view saying, there’s something here I need to go further and how do I scale? That’s a lot. And there’s self-serve tools that dealers can get on. TikTok for Business, the auto ads piece in TikTok Academy has a great session on how to get onboarded, setting up your business center, getting your ad account set up, making sure your organic TikTok for Business account is set up or created. All these exist on TikTok for Business. It’s a very user-friendly site. I think all dealers… The flow is very simplified. And then obviously there’s the agency partners have been great. They’ve definitely rolled in this year. I also encourage asking your OEM for support. We have a lot of best practices for them. So we’re however we can help. We want to be a friend to this. I think we have to earn our spot in this ecosystem and build trust. And it starts by closing that awareness gap. Yeah, dude, I love it. And if they have trouble setting it up, dealer OMG is here. I happen to run an ad agency that can help them get it set up. Nice plug, man. I like it. Yeah. I don’t know. I didn’t ever plug myself on this, but anything else like without getting fired, anything else that TikTok auto retail that you’re trying to sink your teeth into? Something that I can say and not get fired. I think one thing that’s really exciting to me is TikTok search ads. A lot of dealers don’t know about it. I use TikTok search a lot during the research phase. I’ll contextualize it because I think it’s good for dealers to think about it. I’m no longer just looking for an answer to my question like I would with like an AI chat bot or maybe a legacy search engine. I’m actually looking for perspective right at the end to make an informed decision from people that I trust. And I think that’s where TikTok search is a big part of the ecosystem. A lot of people come to TikTok just to search as an entry point, and it’s growing year over year significantly. I think that’s a really exciting space for us, especially where consumer behavior changes um i’m going for a date night spot with my wife i go out once a month with my wife it’s a very sacred thing but we love going to new restaurants in austin we have a list of ten i’m using tick tock search to really visualize and feel and to take a look at creators perspective if they’re like-minded to get a perspective that ultimately determines where i’m spending my one date night I think the same thing happens on automotive. And I think it’s something that’s gonna be a big topic of this year about discovery and short form search, especially on TikTok. And so there’s a, you said there’s a paid search. Yeah, we have a search ads campaign within the TikTok ads manager. It’s available for all dealers now. I think it’s a different type of search than what dealers are used to, but extremely, extremely valuable in the research and evaluation phase. I think there’s a lot to be learned and experimented for dealers in the series, and we’re hoping they come along and help us figure it out because it’s a big thing for TikTok, but I think it’s also a big part for the dealer business of figuring out what TikTok… Yeah, and it’s like as a… prospective customer, I’d be going on to TikTok, going into search saying best pickup trucks, twenty twenty six or best SUVs under sixty five thousand dollars, safest seven passenger SUVs. Think about thematic searches that are in the evaluation piece and like how you go on this rabbit hole of researching cars. And it was an entry point, right? And I’m not ready to buy right now, but I’m making decisions and I’m basically refining and starting my search process based on this discoverability piece, whether that be in feed or from the search bar on TikTok, where the data backs it up. And I think it’s just really exciting for dealers to think about what that can mean to their business. It’s cool. It’s bridging the gap between like the super, you know, you’re on TikTok not to find a vehicle, but that’s where it’s the advertiser gets in front of them and they discover the dealership, they discover your inventory. versus the search. Like I’m actually looking for a vehicle now. There’s a much higher intent customer right there. It’s market now. You have an opportunity to educate me, convert me. I think that’s what’s so exciting about it. It’s different than I’m ready to find dealer A, B and C at that point for are they open? What’s their phone number? It is I’m deciding where my business is going to go and which vehicle I’m going to win. I think that the dealers that figure out how to win in that environment, both in feed with video creative ad formats and how to show up in search reasonably, I think they’re going to see tremendous ROI. Just something I’m a big believer in. not easy i haven’t figured it all out yet but the tools are there now it’s about uh working with the dealer community and the agencies and the oems to figure out what that means for dealers long term um so we’re excited for that it’s a fun part of that and you’re the man to bring it all together man auto search maybe someday it’s uh it’s it’s all it’s all coming together but it’s been a fun ride i’m thankful to be back where i started um to be working with dealers and friends like you andrew and so many players too um make tick tock a a key channel and platform for dealers um i feel very thankful that i get to be in this role to be honest like i feel very good about the investment based on you know what we’re asking for from dealers is there very sophisticated businesses that manage a lot. And media is a whole nother thing of the equation. How do we show up thoughtfully? How do we show up and build trust? And how do we build awareness that has a POV, but also gives them the flexibility to, you know, not a one size fits all. Every business has different challenges in this game. And we want to be a modular platform that they feel brings demand and ROI. Totally. Man, well, you’re the right person doing this. I’m an awe of the trail you’re blazing right now. Long way to go. It’s been a long five-year run, but I feel like we have the product, we have the team in place, and we’re just really thankful that people like you are reaching out and giving us the opportunity to talk to dealers at scale and to be a part of the community again. I think it’s… You cannot build a platform business or a major ad business from a region unless you understand it. And it starts by meeting people where they’re at. And I’m hoping that do my job on that front. Thank you. Totally. Oh, and you’ll be at Dealer Profitability Summit. I will. Thank you for inviting me. Austin’s finest. Yeah, Austin, April sixteenth and seventeenth. That’ll be fun, man. You guys did a great job when I went a couple of years ago. Excited to be back and make sure I bring some original content that hopefully you guys find worthwhile. Love it. All right, my friend. Thanks a lot. Good stuff. Thanks, Andrew. Appreciate it.