I remember that

... and retail media was also sort of...

Yeah, they were, you know, retail media networks were forming and, um, the retailers were, were learning how to bring planning in-house and launch their own networks, um, to reach these shoppers directly and incentivize, um, them to come in, and we're sort of circling back to that.

Um, you know, COVID, uh, certainly changed the entire landscape of how we all live and how we shop.

Um, and then post-COVID opened up an, this opportunity to connect again with people outside of these ads.

And you know, what we're combining, the incentive mechanic of the retail media with the actual reason to physically engage again because all of this, you know, if we're...

A lot of the rewards that, um, shoppers want are coupons.

Very true