So the topic one is, um, why are non-endemic brands suddenly paying attention to retail media? And Mazen, I want to go to you on this one first.

Sure.

I think that's a very interesting topic that now I feel it's a hot trend or the trend that is happening around, uh, globally retail media, but also in the region.

I think there are many reason on why brands, and especially non-endemic, are going after retail media on the offsite or onsite, both, but I think on offsite more.

I think, one, if you look into the history of, of brands and what's happening, when Google said the cookieless and no more cookies, that really shifted the brand strategy into really how can we identify our consumer and really talk to the person that we are... can relate to, or they can really relate to our brand.

So the cookieless, uh, era or the, the project that has been done by Google ha- has impacted that mindset, the shift to really finding audiences from a brand perspective.

Um-The second one, I think retail media in general is being a hot topic.

Um, what, what are your thoughts on this?