How do you see commerce media evolving and what does it mean for brands and agencies now?

Yeah.

One of the things I've really learned being in this industry for the last four years is that people have different definitions for different words.

So what I thought I'd do is start with how I view commerce media.

We could agree if that's the same or we can then take a different kind of approach.

But the way that I simply think about commerce media is it's the use of any data So any first party commerce data and or commerce media inventory point that a brand uses within its advertising campaign.

And I say that because I've heard sometimes it referred to just offsite, for example, or I've heard it referred to just as using data, for example.

Is that something you're seeing and are you doing much in that space?

Yeah

...

but no one's ever used it.

Yeah.

And we're, like, 90% sure on it, innit? Yeah.

And if she looks like that name, 'cause we, with Honey, Honey wasn't gonna be called Honey.

She was actually gonna be called Gypsy.

Yeah.