You hear on so many sort of, not so much as sort of retail commerce media events, but in the wider industry, people still talk about this as a sort of emerging channel.

It's bonkers.

No, yeah, it really isn't.

We're one of the most advanced practices, I would say, within WPP.

It's interesting because it's new and so you have, well, relatively new, you know, if you're comparing to social and things like that.

And so we have people from all kinds of different backgrounds and skill sets within that practice because it ranges across, you know, a variety of different areas.

The way we look at it fundamentally is around six shelves.

And yeah, that can only help from an advertiser, from an agency and from a kind of retail media, commerce media, sales point of view as well.