But how did the company fall so far behind over the years? Were there attempts to build this that just didn't work? How did so much tech debt accumulate?

Our business model is complex. Each bank operates as a unique offers platform that we consolidate into an ad platform for advertisers. There are nuances to things like Chase adding new creative capabilities and better imagery, and logos versus Bank of America required building two separate operating paths for a while. We had to refine and consolidate that into a streamlined system, which was a recurring process.