Is Apple Going to Be a Rival in the Retail Media Space?

I think one really interesting idea is the idea that apple could also get into the retail media space so we don't really think about apple as a retailer but apple does sell a huge amount through the app store for example. Apple obviously has a huge amount of first party data on its users and they've spent an awful lot in over the past few years trying to make it as hard as possible to target and advertise to people on apple devices. It's going to be a bit of a challenge for apple but be fascinating to see how they do yeah I thinkso I think yes I mean they've they've sort of opened up to more advertising they've created new formats and stuff.