But what in your mind did those findings reveal about the current state of retail media measurement, and why do you think the industry has struggled for so long to align on what, quote, unquote, "impact" truly means?

Yeah.

You've said it before, right? Simplicity is going to win in the market.

I will say, Don, I have to add one more, and that's that I think transparency is going to win in the market.

And if you can simplify what's under the hood, that's when you can show up as the best possible partner.

When we embarked on this research, to be very clear, it wasn't to say that we do it the best or that we found the best way.

It was more or less an intellectual exercise of there are a lot of different ways that this orange is being peeled across the industry.

I wanted to ask you, actually, somewhat connected to the last point you just made, incrementality has been discussed in retail media for years, but it feels like the conversation's finally shifting from theoretical into operational practice, the point you mentioned in the very beginning, impact For you, obviously you don't have a crystal ball, but just as you think about it, you're in the space, you're deep in it, w- what has to change organizationally, technologically, and culturally for retailers and brands to truly measure demand creation instead of just demand capture?