Where's it going? How are brands thinking about it? You know, what's the latest you're hearing on incrementality?

Yeah, well, so we started, you know, kind of when you think about it, we talked about data hub a little bit, right? And, you know, one of the things that we actually just announced as well is a whole something called measurement hub, right? Which can give the brand the ability to bring in their data and create a basically a unified measurement environment, right? The trouble with that is that there is no one mathematical equation that everybody agrees on, right? You know, we thought it was IROAS first and then another brand was, no, I want sales and, you know, or new to brand or lifetime value.

And so what we're seeing is that there is not a one size fits all.

That basically we're going to have to take measurement, which is an incrementality, which are two very complex problems to solve and figure out a way to solve them using multiple paths to get there.

So Sky may have its own incrementality solution.

that brands can apply, but they may then want to use that against, you know, a third-party tool, right, that, you know, gives them the kinds of measures they want.

And so what we need to do as a platform, right, is consume all of these measurement tools capabilities, if you will, put it inside a single location and then let the brand leverage it to create those insights and the recommendations they want from it.

How are you thinking about kind of agentic commerce and how is that going to change the kind of retail media world?