The Evolution of Retail Media

The concept of retail media, well, you guys will know better than me, but I don't think it even was even used to be years ago. And once people started to see what was possible, particularly from our kind of partner brand perspective, that hasn't been possible previously and effectively see results. So that shift made a big difference. Now, the demand is much gracious to what we were able to deliver,. But also the types of conversation we're having are quite different and with different parts of the business than we might have dealt with previously.