Jason, how does that resonate with you, and, and h- how are you, what feedback are you getting from your clients about the, the opportunity of these two, two, um, big growth areas?

areas?Yeah, I mean, from a, from an industry perspective, it's just a natural collision of, of two most important trends in, um, in our industry.

I mean, our this year, next year, um, June 2026, um, forecast, the global commerce advertising is projected to reach 199.6 billion in 2026.

And, and retail media accounts for 97% of that number, so 194.7 billion.

I know IAB has their own numbers.

I know they calculate it, um, slightly, um, differently.

But we all know the growth rates on, um, CTV, and we all know the growth rates on, um, retail media.

Jason, are you, are you seeing that? What types of brands are you seeing engaging with this opportunity?

it.

I used to do loads of those when I was back in my toy days.

Very hard work, but very enjoyable.

If we think of onsite, onsite is your trade show booth.

That's where the conversions are kind of going to happen.

You've got that in-depth, you know, chance for that one-on-one conversations with everyone.

If I was selling food, for example, gosh, take my wife's from Morocco.

I think first, I love that you said I