so just the opportunity break it down a bit for me um where what are the top two three things that a retailer could do today to unlock that forex opportunity like what are the practical steps they could take to to realize that

I think the first thing is, you know, it gets beaten as a drum a lot, but relevance.

If you can improve your click-through rate on your placements, then... to better customer experience, you might have more permission to expand inventory.

If you have really poor performing relevance, you're not going to get permission to expand inventory from the other teams.

But you also don't need infinite inventory.

So I think that one thing is relevance in search and recommendations in context and customer journey and sort of putting things in front of them that are predictive and what they might like.

The other side of it is things like moving beyond a manual keyword targeting, which is such a constrained view of the world.

saw