You know, tactically, how does a platform like yours make that connection and, and, you know, turn that anonymous shopper that all, you know, many stores are, are trying to, uh, to, to figure out who's, who's shopping in their stores? You know, how does, how does it turn that anonymous shopper into a known contact for a, you know, a first-party data strategy?

Yeah, I mean, I think no matter what, and we've always done this, no matter what we're gonna do, you gotta start with a, a great shopper experience, and it's gotta be at the center, especially 'cause we're an opt-in, right? And so we're op- people are, are opting in to providing their information.

And so I think there really has to be a value exchange there.

And so, uh, early on, uh, we realized a real great way, uh, to, to have a, a shopper engage is potentially offering a free sample, right? A free physical sample in store is a great way.

It doesn't always have to be a sample.

It can be savings, it could be other digital types of free samples.

But we really start, um, with the shopper experience at kind of at the core and, and, um, what are they gonna wanna do? So from a, maybe tactically for our automated kiosks, um, so our automated, uh, sampling kiosks are, uh, on the path of purchase, so they're not on the fourth wall, so they're part of the shopping experience.

But as we look out, you know, few years from now and, and things continue to, to blur, uh, from, you know, from, from several perspectives, you know, what, what do you see, what kind of technologies or, um, or other areas do you see playing a bigger role in this, this retail media landscape?