Mm

... environment that doesn't wanna be reconciled.

And so that's where some of the architectures are, are, are changing is, okay, well, you know, a layer can connect all these things and make sure that the pipes work, both externalized destinations, internal destinations, putting data out, pulling data in, align- making sure consent is honored, aligning it to identity, collapsing anonymous and known identities in such a way that you have this foundational data layer that can feed context anywhere.

And that's the, like, y- what, what's, you know, the, the token comment on AI, like, you have to have it in something.

But, like, going forward, that's the retailer's biggest strength.

Like, they have context over what the shopper does and who they are that no one else has, that they can then control across any of those channels and, you know, frankly, replicate.

And control over that is so important.

It was self-serve, straight into the accounts where brand teams are already working.