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Some of the things that at Unilever that we think are really great about connected TV or streaming, it's one of the key s's that we talk about signals, search, sales, streaming. Is that there is an acceleration of digital capability to a historical, linear TV experience. So with that, it creates more opportunity for us as marketers to drive growth for our businesses. >> Great, great. Now, you guys don't sell a lot of your products are not sort of direct sales, you're selling them through retailers, have you guys been looking into retail media at all, on CTV? >> We work very closely with retail media networks, a variety of retail media networks, and we really look as joint business partners to accelerate the capabilities that exist today. And we've been very proud of the way that we worked with retailers and connected them with our quote unquote national video partners. So that we could bring together rich first party data from shopper perspective as well as closed loop measurement. It's an exciting space. >> And what about contextual targeting, is that something you guys are starting to look at, cuz that's sort of making a big comeback on CTV now. >> Well, from a contextual standpoint, things like sports, sports are a very big area for many of our brands. We have deep multi year commitments with FIFA and CAA, and to just name a few, that we have multi year plans, so we think about those fans and where we can reach them. So obviously in the sporting environment, from a live perspective, shoulder, but where else they might be consuming media, and that's where we could take the data and deploy. >> Right, so I've seen some companies now are starting to do things where they're actually doing emotion, the emotion, they'll look at your commercial and go, okay, this fits into this emotion. We're gonna find a place in a show where they're using generative AI to find spots of shows, like analyzing the shows and creating more metadata to go, okay. Here's the funny, Unilever is a funny commercial, and here's a spot that a funny commercial would go really well in this show. Have you seen any of that stuff yet or thought about that? >> This is still connected to the contextual placements. And as we look back at the history, I believe probably about a decade ago, the linear networks were starting to do that where we could place you in our library of content next to a humorous scene. Or a scene where they're eating or a scene that maybe they just got out of the shower and they need to apply their personal care or beauty products. So that is not anything new, but now, with the potential of AI, there is more opportunity to potentially scale that out in those contextual environments. So that is an area that could be very useful to many brands if there are specific occasions that they wanna be adjacent to. >> And what's sort of the one or two innovations on CTV that you're kind of like, wow, that's really cool? >> Well, one that we just talked about is the convergence of the highest quality content with shopper based data and closed loop measurement. That is creating a new need state for our industry to have these multi layered partnerships that we can connect a retailer and a partner and a brand and bring it all together. We've known for decades that advertising on TV can drive business outcomes. But now with the digital capabilities, we could do more of that with speed and look at those outcomes or get signals from that at greater speed. >> And what is closed loop measurement? >> Closed loop measurement is to determine if that impression can be attributable to the sale. >> Gotcha. One last question is like, we're here at CAN, it may be raining, but we are here. What are some of the things you're hoping to get out of your trip to CAN here, like, what are some of the things you're looking at or looking for? >> So being at CAN is an incredibly special experience privilege for me to be a part of the experience alongside my Unilever global delegation and rooted in the CAN experience is creativity. And that the need for great creativity will never go away, and it's the humans behind the work that will ultimately bring it to reality and influence the creative. Plus the way you deploy it with the media will be what influences those outcomes. It is our goal to move from metrics to outcomes. Metrics matter, but we wanna look at the outcomes that are gonna ultimately make us accountable for the growth that we need to make our business get to the next level and be more competitive. So that's really looking at the creative opportunities. But also, as I do oversee media investment for the US, it is essential to spend time with many partners of ours so that we could have a chance to review year to date. But also the second half, and even as we go into 2025 and beyond, what are the great things that we can do together, because we can't do it without strong partnerships.