The Future of Retail Media

I think that we're going to have a few big players who can afford and for whom it makes sense to completely control their environment like Amazon does. So some will get there some will not and I'd say most will not, but our perspective is that you know as I said we can be there on that journey wherever you might be. It's funny you speak about maturity as being like four years old or something and in this category that's like you're you've been in it for a long time. Some brands are bringing more of their retail media in house building their own tech others yet there's calls for consolidation and roll ups maybe down the road.