The Problem With Comparing Retail Media Platforms

The fear is that we end up in a similar situation to what we have now, which is ultimately lots and lots of channels and platforms with their own proprietary metrics. And just duplicates the problem of advertisers being able to make equal fair comparisons across lots of different channels and platforms within those specific channels as well. So it's it is quite messy. One of the things I think is really interesting in this retail media space is the it sort of brings marketing and sales very close. You know, we're sort of seeing these department of function level, they start bashing heads.