Can I

just, can I, rather than focusing on the agency, because I think he's said it purposely, can we just talk about one thing that we haven't really touched on yet? Like we've kind of talked a bit about like why it's difficult.

traditionally for like trade and media to converge.

But I think the big thing we haven't touched on yet is data and like what it actually means for data.

Data is such a huge piece of retail media.

And I think it's really interesting because to me, if we can get trade and retail media on the same page and talking the same page actually we said there's when we think about brands you know we're giving retailers the carrot and the stick so does it put them at a disadvantage maybe from a negotiation perspective potentially in the future who knows but actually where they could really win is on the data side like retail media at the moment really focuses you know there's a lot of data around awareness impressions like how many people have seen that but when you look at some of the more traditional ROAS metrics and things like that they don't actually really tell the real story at the end of the day for a brand as to how many of my products have I actually sold like have I improved myself or have I reduced it and all of that data right now sits much more in the hand of the trade teams and what you have is retail media talking one language with one load of metrics and you've got trade talking another language with another load of metrics and bringing those two together and we've done tons of work with this with our networks at the moment and lots of conversations about how do you bring all of that data together to show the impact of your media on your sell through on what's driving kind of those product pieces and I think if we can combine that That unlocks kind of like a whole new phase of retail media and trade together to me, because that is ultimately that is a lot of the time why the brands are investing in media to improve their overall sell through of their products kind of across the board, not just with that one individual retailer.

But it's obviously it's not an easy thing to link up.

Can you give us a concrete example of how you're either doing that with a client today or you know of a client who's doing it really well? Obviously, if you don't want to name the client, it can be client