How Retail Media Can Improve Equity Metrics of Brands

Oli: We're doing more and more to understand not only the effects of performance, so I think we touch a lot on return investment or return husband. But also more equity based metrics as well. So how is the collaboration between a brand and a retailer improving the equity metrics of the brand? And that's a win for everybody, because it creates brand equity, for Boots,. It creates brand equity for the partners involved, and it's also really interesting to the consumer and the shopper as well.