How to Scale Your Out of Home Products for Drivers

We're very excited about retail media. And we even really call it commerce, because our definition is expanding beyond traditional retail. I think the big wave of digital advertising has always been a little bit shaking on attribution. The first reason why there was all that growth over the last 10 years and so much stronger than TV and radio? It's due to end-to-end measurement within the ecosystem. We have no real issue scaling these, and there's a lot of demand for them in most of our markets. Some drivers don't like it because they don't want to put it on their car. That happens. But there's a lots of drivers who view this as a way to make