Does the technology and ability to do measurement in the right way exist today, but not everybody's implementing it? Are you wishing or hoping for new technology or ways of measuring that don't exist yet? Tell me a bit more about how sophisticated things are and how much more they need to be.

be.I think there's a lack of standardization in measurement that we are clearly all looking to solve for within the space today, and that spans even the areas where we have the most specific attribution possible.

Attribution does not mean incrementality, so just because somebody clicked on or saw a search ad doesn't mean that they purchased the product because of that exposure.

When you look at the media formats in store, I think there's really maybe two classifications of those formats.

You have this emerging, maybe innovative capability like a digital shopping cart, where you're able to log into, um, your loyalty program with a given retailer.

When you're able to do that, you could start to connect one to one from a measurement perspective based on who that individual is back to what behaviors they're taking, what other media they've been exposed to, what other marketing they've been exposed to.

But the fact is that's not really scaled today, and we're still experimenting and trying to figure out what that might look like in the future.

You mentioned AI, I think, at the beginning of this interview, and I wanna make sure we get a chance to talk about the way that Horizon Commerce is thinking about and using AI in the work that it's doing here in, in retail media.