Can you explain what an MCP is in a way that everybody understands? So as we dive into it, it makes sense.

Sure.

I think so.

I'll try.

Okay.

So we'll move the conversation from the consumer to the company, the retailer, the manufacturer of the products.

Right now is the Fortune 500 companies we work with will all tell you one thing and they've been saying it forever, which is we have a ton of data and we don't use most of it.

How are they combining your data with their own data to try to position themselves to be most successful during the holiday season?

So what is that telling us about the health of the consumer right now?

Well, first of all, it tells us a lot about Prime Day and the impact that it's having on the US consumer.

So just stepping back for a minute, Numerator tracks a million households in the US, everything consumers buy in those households and why, and we also operate in 50 countries, and we've been watching Prime Day now for 10 years.

So the consumer is going to be spending about 20-... $200 a household, and we're gonna see over 60 million households in the US buying.

They're not gonna be buying the same types of products that they were originally.

Prime Day started, as you might remember, as a way to get a discount on higher-end electronics, things of that nature, and it's moved to everyday shopping, consumers looking for deals on things like soap and groceries.

How are you seeing behaviors change because of that?

Well, what's most interesting is when you break down the Prime Day shopper by income segments, and we can do that as well as a lot of other demographic segments, and you see that lower income households are in fact looking to take advantage of the discounts that are gonna be arising.