Of, you know, it's an end cap, it's a sticker, it's, it's something like, How do you how do you think that's like, what do you think that transition is going to look like for retailers, like moving from that, you know, there's both the internal side of merchant to media, but then also the kind of like customer experience side of it.

We could spend we could spend a few hours on this one, James.

Yeah.

Well, what's been interesting is I've rejoined Dunhumby, obviously, and gotten much closer to a lot of different global retailers, including Tesco, who we're very close with.

Other parts of the world are so far ahead on the in-store media journey and the digitization of the store.

And that's been a really interesting thing to get closer to and to bring some of those learnings here to the U.S. market with some of our retail clients and partners.

Yeah, the journey is going to look a little bit different for everybody.

How do you think about that? How do you think about agentic commerce and people shopping through, whether it's ChatTPT or any of these agents? How do you think that's going to change retail media?