How did you do it?

Yeah.

So, I mean, it started not really in a retail media light, or certainly I didn't come at the job thinking that it was going to turn into that, right? Like not really knowing the challenge in front of me.

So 2016, I joined Klarna.

I'd previously worked with the GM of the UK business.

So I started in the UK arm at Klarna as marketing.

And my role there was super wide ranging across B2B and B2C.

And so I think now that, you know, it's kind of hitting mainstream, right? You know, what are kind of the key differences you see in kind of looking at building something on a, you know, fintech or, you know, bank versus like a traditional retailer?