The Future of Retail Media

Do you think that a bunch of retailers the biggest ones might come together in a sort of joint industry committee like set up. We're already starting to see some of that with the work that the IAB is doing. There are multiple of the bigger retail media networks that are engaged in that and you'll see more and more of that as we go through the year. It's not meant for everybody but it doesn't mean that you can't find a simple version of it to execute that's appropriate for your company.