The Future of Retail Media

I would see the word retail dropped dialed down in the word media dialed up. We do a lot of work with McKinsey and one of the terms that we toss around together is this idea of closed loop media. So it is a, it's a different breed of media. It's more in the performance camp. But if you think about media capability that's sitting on top of half of the US adult consumer population, that is really compelling.