It's a great opportunity, especially for retailers who understand that, that first-party data, that they are able to collect within the store itself is incredibly valuable to brands. And understanding how they'll create those digital media channels will be a wonderful opportunity to create more adjacencies and create better insight around the customers. The good news is, is once you start to give customers more control and choice in the experience, it could be a little bit scary. But the power of that is that, you learn more about those customers.
And so it's a virtuous cycle. The more you kind of give up control and create more choice, the more you learn, the better you're able to be more personalized and more importantly, that more relevant. It's going to drive up expectations with customers so you don't just compete against, your like retail competitor, you compete against Amazon, you compete against Spotify in some ways from a customer experience standpoint. So when Spotify is able to personalize my listening experience so dramatically, it feels like they know me better than I know myself.
I'm going to start to have the expectations of the retail brands that I care about.
