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Inside The Albertsons Media Collective: SVP Kristi Argyilan's Vision For Retail Media · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  Welcome
• 0:01
  back.
• 0:02
  Somnitak
• 0:03
  Retail,
• 0:03
  live
• 0:04
  from
• 0:04
  grocery
• 0:04
  shop
• 0:04
  2024
• 0:05
  in
• 0:06
  the
• 0:06
  fusion
• 0:06
  group,
• 0:06
  booth
• 0:07
  number
• 0:07
  8210.
• 0:09
  We'll
• 0:09
  be
• 0:09
  here
• 0:10
  for
• 0:10
  the
• 0:10
  rest
• 0:10
  of
• 0:10
  the
• 0:11
  afternoon.
• 0:11
  There's
• 0:11
  wine,
• 0:12
  there's
• 0:12
  cheese,
• 0:13
  there's
• 0:13
  little
• 0:14
  tiny
• 0:14
  Kobe
• 0:14
  beef
• 0:15
  franks
• 0:16
  that
• 0:16
  are
• 0:16
  being
• 0:16
  served
• 0:17
  up
• 0:17
  on
• 0:17
  platters.
• 0:17
  I
• 0:17
  don't
• 0:18
  know
• 0:18
  how
• 0:18
  to
• 0:18
  do
• 0:18
  it
• 0:18
  up
• 0:18
  right.
• 0:19
  Anne?
• 0:19
  Yes.
• 0:20
  However,
• 0:20
  we
• 0:21
  are
• 0:21
  not
• 0:21
  done
• 0:21
  yet.
• 0:22
  We
• 0:22
  are
• 0:22
  going
• 0:22
  to
• 0:22
  bring
• 0:22
  you
• 0:23
  just
• 0:23
  a
• 0:23
  couple
• 0:24
  more
• 0:24
  interviews,
• 0:24
  the
• 0:25
  next
• 0:25
  being
• 0:25
  our
• 0:26
  first
• 0:26
  and
• 0:27
  former
• 0:27
  target
• 0:27
  alum
• 0:28
  and
• 0:29
  now
• 0:29
  SVP.
• 0:30
  I
• 0:31
  have
• 0:31
  to
• 0:31
  make
• 0:31
  sure
• 0:31
  I
• 0:31
  get
• 0:31
  this
• 0:31
  right.
• 0:31
  Of
• 0:32
  retail
• 0:32
  media
• 0:32
  at
• 0:32
  the
• 0:33
  Albertsons
• 0:33
  media
• 0:33
  collective,
• 0:34
  Christy
• 0:35
  Argyllan.
• 0:35
  Christy,
• 0:36
  welcome.
• 0:36
  Thank
• 0:37
  you,
• 0:37
  Ann.
• 0:37
  Nice
• 0:37
  to
• 0:38
  be
• 0:38
  here.
• 0:38
  Happy
• 0:38
  to
• 0:38
  be
• 0:39
  back
• 0:39
  with
• 0:39
  you.
• 0:39
  I
• 0:39
  know.
• 0:40
  Hello,
• 0:40
  Chris.
• 0:41
  Hello,
• 0:41
  Christy.
• 0:42
  Yes,
• 0:43
  we
• 0:43
  were
• 0:43
  just
• 0:43
  talking
• 0:43
  about.
• 0:43
  This
• 0:43
  is
• 0:43
  your
• 0:44
  third
• 0:44
  time
• 0:44
  interviewing
• 0:45
  with
• 0:45
  us.
• 0:45
  Correct.
• 0:46
  As
• 0:46
  Ann
• 0:46
  mentioned,
• 0:46
  former
• 0:46
  colleagues
• 0:47
  at
• 0:47
  Target,
• 0:47
  you
• 0:47
  were
• 0:48
  also
• 0:48
  a
• 0:48
  mentor
• 0:48
  of
• 0:48
  mine
• 0:49
  as
• 0:49
  well
• 0:50
  during
• 0:50
  my
• 0:50
  time
• 0:50
  there,
• 0:51
  so
• 0:51
  thank
• 0:51
  you
• 0:51
  for
• 0:51
  that.
• 0:51
  I
• 0:51
  always
• 0:51
  like
• 0:52
  to
• 0:52
  give
• 0:52
  you
• 0:52
  a
• 0:52
  little
• 0:52
  props
• 0:53
  for
• 0:53
  that,
• 0:53
  too.
• 0:53
  You
• 0:53
  were
• 0:53
  one
• 0:53
  of
• 0:53
  my
• 0:53
  kindred
• 0:54
  spirits.
• 0:54
  Yes,
• 0:54
  kindred
• 0:55
  spirits.
• 0:55
  Right,
• 0:56
  right.
• 0:56
  Yes,
• 0:57
  yes,
• 0:57
  yes.
• 0:58
  Same
• 0:58
  battles
• 0:58
  in
• 0:59
  a
• 0:59
  lot
• 0:59
  of
• 0:59
  ways.
• 1:00
  So
• 1:01
  tell
• 1:01
  the
• 1:01
  audience
• 1:01
  about
• 1:01
  your
• 1:02
  background
• 1:02
  and
• 1:02
  talk
• 1:03
  about
• 1:03
  what
• 1:03
  the
• 1:03
  Albertsons
• 1:04
  media
• 1:04
  collective
• 1:04
  is
• 1:05
  for
• 1:05
  those
• 1:05
  that
• 1:05
  maybe
• 1:05
  don't
• 1:06
  know
• 1:06
  or
• 1:06
  aren't
• 1:07
  up
• 1:07
  to
• 1:07
  speed
• 1:07
  on
• 1:07
  the
• 1:07
  whole
• 1:08
  retail
• 1:08
  media
• 1:08
  thing.
• 1:09
  Sure.
• 1:09
  I
• 1:09
  can
• 1:10
  go
• 1:10
  all
• 1:10
  the
• 1:10
  way
• 1:10
  back
• 1:10
  to
• 1:11
  born
• 1:11
  in
• 1:11
  Aurora,
• 1:12
  Illinois,
• 1:12
  also
• 1:12
  known
• 1:13
  as
• 1:13
  Wayne's
• 1:13
  World.
• 1:14
  Please
• 1:14
  do.
• 1:14
  Yes.
• 1:15
  What
• 1:15
  was
• 1:15
  that?
• 1:16
  Channel
• 1:16
  six
• 1:16
  or
• 1:17
  something
• 1:17
  like?
• 1:17
  Yeah,
• 1:17
  that's
• 1:18
  great.
• 1:18
  Yeah.
• 1:19
  So
• 1:20
  I
• 1:20
  grew
• 1:20
  up
• 1:20
  in
• 1:21
  the
• 1:21
  ad
• 1:21
  business
• 1:21
  on
• 1:22
  the
• 1:22
  media
• 1:22
  side
• 1:23
  of
• 1:23
  it,
• 1:23
  and
• 1:24
  really
• 1:25
  was
• 1:25
  primarily
• 1:25
  on
• 1:26
  creative
• 1:26
  agency
• 1:27
  side,
• 1:27
  then
• 1:27
  actually
• 1:28
  went
• 1:28
  to
• 1:28
  some
• 1:28
  of
• 1:28
  the
• 1:28
  holding
• 1:29
  companies
• 1:30
  in
• 1:30
  particular.
• 1:31
  Probably
• 1:31
  one
• 1:31
  of
• 1:31
  the
• 1:32
  more
• 1:32
  formative
• 1:32
  stops
• 1:33
  was
• 1:33
  running
• 1:34
  Microsoft's
• 1:35
  media
• 1:35
  business
• 1:36
  globally
• 1:37
  for
• 1:37
  media
• 1:38
  brands,
• 1:39
  and
• 1:39
  then
• 1:40
  from
• 1:40
  there
• 1:41
  was
• 1:41
  recruited
• 1:41
  to
• 1:42
  come
• 1:42
  on
• 1:42
  over
• 1:43
  to
• 1:43
  target,
• 1:45
  initially
• 1:46
  to
• 1:46
  run
• 1:46
  the
• 1:47
  media
• 1:47
  capability
• 1:48
  measurement,
• 1:48
  social
• 1:49
  influencer,
• 1:50
  guest
• 1:51
  experience.
• 1:52
  And
• 1:52
  there
• 1:53
  was
• 1:53
  this
• 1:53
  new
• 1:54
  kind
• 1:54
  of
• 1:54
  opportunity
• 1:55
  starting
• 1:55
  to
• 1:56
  emerge
• 1:56
  that
• 1:56
  centered
• 1:57
  around
• 1:57
  first
• 1:58
  party
• 1:58
  data
• 1:58
  and
• 1:58
  digital
• 1:59
  marketing
• 2:00
  and
• 2:00
  the
• 2:00
  ability
• 2:00
  to
• 2:01
  actually
• 2:01
  bring
• 2:01
  that
• 2:02
  to
• 2:02
  market
• 2:02
  in
• 2:03
  a
• 2:03
  really
• 2:03
  compelling
• 2:03
  way
• 2:04
  for
• 2:05
  the
• 2:05
  cpgs
• 2:06
  that
• 2:07
  were
• 2:07
  major
• 2:07
  partners
• 2:08
  and
• 2:08
  suppliers
• 2:08
  for
• 2:09
  Target
• 2:10
  and
• 2:11
  was,
• 2:11
  you
• 2:12
  know,
• 2:12
  allowed
• 2:12
  to
• 2:13
  bring
• 2:13
  Roundell
• 2:13
  to
• 2:14
  market.
• 2:14
  Worked
• 2:14
  with
• 2:15
  the
• 2:15
  executive
• 2:15
  creative
• 2:16
  director,
• 2:16
  Todd
• 2:16
  Waterbury
• 2:17
  at
• 2:17
  the
• 2:17
  time,
• 2:18
  and
• 2:19
  really
• 2:19
  enjoyed
• 2:19
  building
• 2:20
  this
• 2:20
  big,
• 2:20
  beautiful
• 2:21
  brand,
• 2:21
  but
• 2:21
  more
• 2:21
  importantly,
• 2:22
  an
• 2:23
  extension
• 2:23
  of
• 2:24
  all
• 2:24
  the
• 2:24
  different
• 2:25
  ways
• 2:25
  that
• 2:25
  retailers
• 2:26
  can
• 2:26
  actually
• 2:26
  innovate
• 2:28
  and
• 2:28
  reimagine
• 2:29
  how
• 2:29
  digital
• 2:30
  marketing
• 2:30
  works.
• 2:31
  So,
• 2:32
  fast
• 2:32
  forward.
• 2:32
  I've
• 2:33
  now
• 2:33
  been
• 2:33
  brought
• 2:33
  on
• 2:34
  board
• 2:34
  at
• 2:34
  Albertsons
• 2:35
  and
• 2:36
  two
• 2:37
  and
• 2:37
  a
• 2:37
  half
• 2:37
  years
• 2:37
  ago.
• 2:38
  Two
• 2:38
  and
• 2:38
  a
• 2:38
  half
• 2:38
  years.
• 2:38
  Yeah.
• 2:40
  The
• 2:41
  task
• 2:41
  was
• 2:41
  to
• 2:42
  bring
• 2:42
  their
• 2:42
  retail
• 2:43
  media
• 2:43
  business
• 2:44
  in
• 2:44
  house
• 2:44
  because
• 2:44
  they
• 2:45
  had
• 2:45
  been
• 2:45
  outsourcing
• 2:46
  it.
• 2:47
  And
• 2:47
  I've
• 2:47
  been
• 2:47
  on
• 2:48
  a.
• 2:48
  With
• 2:48
  a
• 2:48
  very
• 2:49
  talented
• 2:49
  team
• 2:49
  of
• 2:50
  people
• 2:50
  and
• 2:51
  really
• 2:51
  great
• 2:51
  partners
• 2:52
  have
• 2:52
  been
• 2:52
  on
• 2:52
  a
• 2:53
  tear
• 2:53
  of
• 2:54
  driving
• 2:55
  growth
• 2:55
  for
• 2:55
  Albertsons
• 2:56
  media
• 2:56
  collective.
• 2:58
  Christy,
• 2:59
  one
• 3:00
  of
• 3:00
  the
• 3:00
  things
• 3:00
  that
• 3:00
  I
• 3:00
  know
• 3:01
  that
• 3:01
  you're
• 3:01
  working
• 3:01
  on
• 3:02
  with
• 3:02
  that
• 3:02
  team
• 3:03
  is
• 3:04
  CTV.
• 3:05
  And
• 3:06
  I
• 3:06
  wanted
• 3:06
  to
• 3:06
  ask
• 3:07
  you
• 3:07
  specifically
• 3:07
  about
• 3:08
  a
• 3:08
  tactic
• 3:08
  that
• 3:08
  Albertsons,
• 3:09
  I
• 3:09
  think,
• 3:10
  is
• 3:10
  kind
• 3:10
  of
• 3:10
  uniquely
• 3:11
  approaching,
• 3:12
  which
• 3:12
  is
• 3:13
  this
• 3:13
  idea
• 3:13
  of
• 3:13
  your
• 3:14
  own
• 3:14
  Albertsons
• 3:15
  collective
• 3:15
  tv.
• 3:16
  Can
• 3:16
  you
• 3:16
  explain
• 3:17
  for
• 3:17
  the
• 3:17
  audience
• 3:18
  what
• 3:18
  that
• 3:19
  is,
• 3:19
  why
• 3:20
  you're
• 3:20
  kind
• 3:20
  of
• 3:21
  doing
• 3:21
  that
• 3:21
  as
• 3:22
  one
• 3:22
  of
• 3:22
  the
• 3:23
  initiatives
• 3:23
  that
• 3:24
  you're
• 3:24
  going
• 3:24
  forward
• 3:24
  with,
• 3:25
  with
• 3:25
  the
• 3:25
  team
• 3:25
  and
• 3:26
  what
• 3:26
  you
• 3:26
  kind
• 3:26
  of
• 3:26
  expect
• 3:26
  to
• 3:27
  get
• 3:27
  from
• 3:27
  that?
• 3:28
  Yeah,
• 3:28
  I
• 3:28
  think
• 3:28
  the
• 3:28
  biggest
• 3:29
  part
• 3:29
  of
• 3:29
  it
• 3:29
  is
• 3:29
  that
• 3:30
  we
• 3:30
  see
• 3:30
  that
• 3:30
  there
• 3:31
  are
• 3:31
  three
• 3:32
  viable
• 3:33
  solutions
• 3:33
  in
• 3:34
  the
• 3:34
  marketplace
• 3:34
  that
• 3:35
  retail
• 3:35
  media
• 3:36
  has
• 3:36
  a
• 3:36
  right
• 3:36
  to
• 3:37
  play
• 3:37
  in.
• 3:37
  Okay.
• 3:38
  The
• 3:38
  first
• 3:38
  one
• 3:38
  is
• 3:39
  kind
• 3:39
  of
• 3:39
  CTV
• 3:40
  as
• 3:40
  we
• 3:40
  know
• 3:40
  it
• 3:40
  today.
• 3:40
  Right.
• 3:41
  You
• 3:41
  go
• 3:41
  on
• 3:41
  the
• 3:41
  trade
• 3:42
  desk,
• 3:42
  you
• 3:42
  can
• 3:43
  apply
• 3:43
  our
• 3:43
  audiences
• 3:44
  to
• 3:44
  that.
• 3:44
  And
• 3:44
  now
• 3:45
  we
• 3:45
  also
• 3:45
  have
• 3:45
  closed
• 3:46
  loop
• 3:46
  measurement
• 3:46
  that
• 3:46
  is
• 3:47
  attached
• 3:47
  to
• 3:47
  that
• 3:47
  as
• 3:48
  well.
• 3:48
  Super
• 3:49
  interesting.
• 3:49
  Very
• 3:49
  easy
• 3:50
  for
• 3:50
  agencies
• 3:51
  or
• 3:51
  brands
• 3:52
  or
• 3:53
  shopper
• 3:53
  marketers
• 3:54
  to
• 3:54
  be
• 3:54
  able
• 3:54
  to
• 3:54
  just
• 3:55
  execute
• 3:55
  on
• 3:55
  their
• 3:56
  own,
• 3:57
  get
• 3:57
  better
• 3:57
  measurement
• 3:58
  and
• 3:58
  proof
• 3:59
  of
• 3:59
  sales
• 4:00
  happening.
• 4:01
  Then
• 4:01
  we
• 4:01
  start
• 4:02
  to
• 4:02
  get
• 4:02
  into
• 4:02
  other
• 4:03
  areas,
• 4:03
  which
• 4:04
  are
• 4:04
  premium
• 4:05
  publishers,
• 4:06
  where
• 4:06
  we
• 4:07
  can
• 4:07
  actually
• 4:07
  bring
• 4:08
  brands
• 4:08
  specifically
• 4:09
  to
• 4:09
  those
• 4:10
  relationships.
• 4:10
  So
• 4:10
  if
• 4:11
  you
• 4:11
  think
• 4:11
  of
• 4:12
  where
• 4:12
  does
• 4:12
  the
• 4:12
  bulk
• 4:13
  of
• 4:13
  the
• 4:13
  viewing
• 4:13
  with
• 4:13
  CTV
• 4:14
  really
• 4:14
  happen?
• 4:14
  It
• 4:15
  happens.
• 4:15
  YouTube,
• 4:16
  Hulu.
• 4:16
  It's
• 4:17
  a
• 4:17
  short
• 4:17
  list.
• 4:18
  And
• 4:18
  so
• 4:19
  is
• 4:19
  there
• 4:19
  a
• 4:20
  more
• 4:20
  customized
• 4:21
  way
• 4:21
  to
• 4:22
  bring
• 4:22
  our
• 4:22
  audiences
• 4:23
  and
• 4:23
  our
• 4:23
  closed
• 4:23
  loop
• 4:23
  measurement
• 4:24
  to
• 4:24
  these
• 4:24
  really
• 4:25
  big
• 4:25
  platforms
• 4:26
  where
• 4:26
  a
• 4:26
  lot
• 4:26
  of
• 4:27
  the
• 4:27
  viewing
• 4:27
  is
• 4:27
  already
• 4:28
  happening?
• 4:28
  And
• 4:29
  then
• 4:29
  the
• 4:29
  third
• 4:29
  layer
• 4:30
  is
• 4:30
  if
• 4:30
  you're
• 4:30
  a
• 4:30
  media
• 4:31
  company,
• 4:33
  yes,
• 4:33
  you
• 4:33
  will
• 4:33
  always
• 4:34
  sell
• 4:34
  based
• 4:34
  on
• 4:35
  impressions
• 4:35
  and
• 4:36
  CPm.
• 4:37
  But
• 4:37
  what
• 4:37
  if
• 4:38
  you
• 4:38
  can
• 4:38
  start
• 4:38
  to
• 4:39
  guarantee
• 4:39
  some
• 4:40
  sales
• 4:40
  results
• 4:41
  because
• 4:41
  you
• 4:42
  actually
• 4:42
  now
• 4:42
  start
• 4:43
  to
• 4:43
  use
• 4:43
  a
• 4:44
  retailer's
• 4:44
  audiences
• 4:45
  and
• 4:45
  their
• 4:45
  closed
• 4:46
  loop
• 4:46
  measurement
• 4:47
  and
• 4:47
  show
• 4:47
  that
• 4:47
  your
• 4:48
  linear
• 4:48
  tv
• 4:48
  or
• 4:49
  some
• 4:49
  of
• 4:49
  your
• 4:49
  streaming
• 4:50
  tv
• 4:50
  services
• 4:51
  can
• 4:52
  actually
• 4:52
  drive
• 4:52
  sales
• 4:53
  as
• 4:53
  well?
• 4:53
  So
• 4:54
  we
• 4:54
  call
• 4:54
  it
• 4:54
  collective
• 4:55
  tv
• 4:55
  because
• 4:55
  it's
• 4:56
  multidimensional
• 4:57
  and
• 4:57
  it's
• 4:57
  really
• 4:58
  designed
• 4:58
  to
• 4:58
  be
• 4:59
  able
• 4:59
  to
• 4:59
  serve
• 5:00
  some
• 5:00
  of
• 5:00
  the
• 5:00
  different
• 5:01
  gaps
• 5:01
  that
• 5:01
  are
• 5:01
  in
• 5:01
  the
• 5:02
  marketplace
• 5:02
  right
• 5:02
  now
• 5:03
  that
• 5:03
  actually
• 5:03
  retail
• 5:04
  media
• 5:04
  is
• 5:05
  uniquely
• 5:05
  able
• 5:05
  to
• 5:06
  fill.
• 5:06
  Is
• 5:06
  anybody
• 5:07
  else
• 5:07
  doing
• 5:07
  this
• 5:07
  or
• 5:08
  have.
• 5:08
  Like,
• 5:08
  not
• 5:09
  at
• 5:09
  that
• 5:09
  level?
• 5:10
  We're
• 5:10
  all
• 5:10
  dabbling
• 5:11
  in
• 5:11
  it.
• 5:11
  Yeah,
• 5:12
  I
• 5:12
  think
• 5:12
  we've
• 5:12
  been
• 5:13
  more
• 5:13
  purposeful
• 5:13
  with
• 5:13
  how
• 5:14
  we
• 5:14
  organize
• 5:14
  it.
• 5:15
  I
• 5:15
  also,
• 5:15
  you
• 5:16
  know,
• 5:16
  having
• 5:16
  come
• 5:16
  from
• 5:17
  the
• 5:17
  agency
• 5:17
  side,
• 5:18
  there's
• 5:18
  a
• 5:18
  lot
• 5:19
  of
• 5:20
  value
• 5:20
  in
• 5:20
  creating
• 5:21
  a
• 5:21
  lot
• 5:21
  of
• 5:21
  chaos
• 5:21
  and
• 5:22
  then
• 5:22
  kind
• 5:22
  of
• 5:22
  coming
• 5:22
  in
• 5:23
  and
• 5:23
  organizing
• 5:24
  it.
• 5:24
  Right.
• 5:24
  I
• 5:24
  mean,
• 5:25
  I
• 5:25
  was
• 5:26
  tear
• 5:26
  it
• 5:26
  down.
• 5:26
  And
• 5:26
  build
• 5:26
  it
• 5:26
  back
• 5:27
  up.
• 5:27
  I
• 5:27
  may
• 5:27
  have
• 5:27
  done
• 5:28
  that
• 5:28
  somewhere
• 5:28
  along.
• 5:28
  Great
• 5:29
  things.
• 5:29
  And
• 5:29
  so
• 5:30
  to
• 5:30
  be
• 5:30
  able
• 5:30
  to
• 5:30
  bring
• 5:31
  something
• 5:31
  that's
• 5:31
  kind
• 5:32
  of
• 5:32
  in
• 5:32
  a
• 5:32
  box
• 5:33
  and
• 5:33
  really
• 5:34
  meant
• 5:34
  to
• 5:34
  solve
• 5:35
  some
• 5:35
  of
• 5:35
  the
• 5:35
  very
• 5:36
  longstanding
• 5:37
  problems
• 5:37
  that
• 5:37
  have
• 5:37
  existed
• 5:38
  in
• 5:38
  the
• 5:38
  marketplace
• 5:38
  and
• 5:39
  not
• 5:39
  really
• 5:39
  problems,
• 5:40
  but
• 5:40
  they've
• 5:40
  just
• 5:40
  been
• 5:40
  gaps
• 5:41
  that
• 5:42
  now
• 5:42
  these
• 5:42
  first
• 5:42
  party
• 5:43
  audiences
• 5:43
  can
• 5:44
  solve.
• 5:44
  Right.
• 5:44
  You're
• 5:44
  kind
• 5:45
  of
• 5:45
  thinking
• 5:45
  like
• 5:45
  a
• 5:45
  media
• 5:46
  company
• 5:47
  and
• 5:47
  a
• 5:47
  retailer.
• 5:48
  Yes,
• 5:49
  yes.
• 5:50
  I'm
• 5:50
  also
• 5:50
  thinking
• 5:51
  about
• 5:51
  where
• 5:53
  our
• 5:54
  assets
• 5:54
  that
• 5:55
  we
• 5:55
  have
• 5:55
  that
• 5:55
  are
• 5:55
  really
• 5:56
  a
• 5:56
  value
• 5:56
  in
• 5:56
  the
• 5:57
  marketplace
• 5:58
  versus
• 5:59
  us
• 5:59
  saying,
• 6:00
  we'll
• 6:00
  give
• 6:00
  you
• 6:01
  access
• 6:01
  to
• 6:01
  these
• 6:01
  only
• 6:02
  if
• 6:02
  you
• 6:02
  buy
• 6:02
  media
• 6:03
  with
• 6:03
  us,
• 6:03
  too.
• 6:04
  Cause
• 6:04
  I
• 6:05
  think
• 6:05
  there's
• 6:05
  some
• 6:05
  value
• 6:05
  in
• 6:06
  figuring
• 6:06
  out
• 6:06
  how
• 6:06
  to
• 6:06
  unbundle
• 6:07
  those
• 6:07
  things.
• 6:08
  Yeah.
• 6:09
  So,
• 6:09
  Christy,
• 6:09
  to
• 6:09
  that
• 6:09
  point,
• 6:10
  then,
• 6:10
  where
• 6:10
  does
• 6:11
  in
• 6:11
  store
• 6:11
  fit
• 6:11
  into
• 6:12
  that
• 6:12
  map
• 6:12
  as
• 6:13
  well?
• 6:13
  And
• 6:14
  how
• 6:14
  would
• 6:14
  you
• 6:14
  sum
• 6:14
  up
• 6:14
  this
• 6:15
  state
• 6:15
  of
• 6:15
  in
• 6:15
  store
• 6:16
  advertising
• 6:16
  under
• 6:16
  the
• 6:17
  banner
• 6:17
  of
• 6:17
  retail
• 6:17
  media?
• 6:18
  And
• 6:18
  where
• 6:18
  do
• 6:19
  you
• 6:19
  see
• 6:19
  the
• 6:19
  opportunities
• 6:20
  lying
• 6:20
  as
• 6:20
  we
• 6:21
  go
• 6:21
  forward
• 6:21
  here
• 6:21
  as
• 6:22
  a
• 6:22
  grocery
• 6:22
  industry?
• 6:23
  Right.
• 6:23
  We
• 6:23
  were
• 6:23
  joking
• 6:24
  with
• 6:24
  some
• 6:24
  of
• 6:24
  our
• 6:24
  clients
• 6:25
  earlier
• 6:25
  today.
• 6:26
  We're
• 6:26
  doing
• 6:26
  in
• 6:26
  stores
• 6:26
  can
• 6:27
  be
• 6:27
  vinyl
• 6:27
  clings
• 6:27
  on
• 6:28
  the
• 6:28
  floor.
• 6:28
  Right.
• 6:29
  I
• 6:29
  know
• 6:29
  that's
• 6:29
  the
• 6:29
  thing.
• 6:30
  Shelf
• 6:30
  talkers.
• 6:31
  Yes,
• 6:31
  exactly.
• 6:34
  Yeah.
• 6:34
  And
• 6:35
  all
• 6:35
  of
• 6:35
  those
• 6:35
  things
• 6:35
  are
• 6:35
  fun
• 6:36
  and
• 6:36
  kitschy.
• 6:37
  But
• 6:37
  I
• 6:37
  think
• 6:38
  that
• 6:38
  there's,
• 6:39
  if
• 6:39
  you
• 6:39
  think
• 6:39
  about
• 6:39
  it,
• 6:40
  the
• 6:40
  second
• 6:40
  that
• 6:40
  a
• 6:40
  customer
• 6:41
  walks
• 6:41
  into
• 6:41
  our
• 6:42
  stores,
• 6:42
  we're
• 6:43
  the
• 6:43
  only
• 6:43
  ones
• 6:43
  that
• 6:43
  really
• 6:43
  get
• 6:44
  to
• 6:44
  see
• 6:44
  what
• 6:44
  happens
• 6:44
  next.
• 6:45
  And
• 6:46
  so
• 6:46
  there
• 6:46
  is
• 6:47
  an
• 6:47
  enormous
• 6:48
  amount
• 6:48
  of
• 6:48
  demand
• 6:49
  to
• 6:49
  have
• 6:49
  a
• 6:50
  better
• 6:50
  in
• 6:50
  store
• 6:51
  digital
• 6:51
  experience.
• 6:52
  And
• 6:53
  part
• 6:53
  of
• 6:53
  it
• 6:53
  is
• 6:53
  going
• 6:54
  to
• 6:54
  be
• 6:54
  what
• 6:55
  you
• 6:55
  can
• 6:55
  do
• 6:55
  through
• 6:55
  your
• 6:56
  app.
• 6:56
  Right.
• 6:56
  So
• 6:57
  how
• 6:57
  you're
• 6:57
  using
• 6:57
  your
• 6:57
  mobile
• 6:58
  phone
• 6:58
  when
• 6:58
  you're
• 6:58
  in
• 6:58
  store
• 6:59
  shopping,
• 7:00
  but
• 7:00
  then
• 7:00
  you
• 7:00
  also
• 7:00
  have
• 7:01
  all
• 7:01
  these
• 7:01
  big,
• 7:01
  beautiful
• 7:02
  screens
• 7:02
  that
• 7:02
  you
• 7:02
  can
• 7:02
  now
• 7:03
  install.
• 7:04
  And
• 7:04
  so
• 7:04
  how
• 7:04
  are
• 7:04
  you
• 7:04
  programming
• 7:05
  the
• 7:05
  store
• 7:06
  so
• 7:07
  that
• 7:07
  as
• 7:07
  shoppers
• 7:08
  are
• 7:08
  going
• 7:08
  through
• 7:08
  the
• 7:08
  store,
• 7:10
  what
• 7:10
  are
• 7:10
  we
• 7:10
  sharing
• 7:10
  with
• 7:11
  them?
• 7:11
  What
• 7:11
  are
• 7:11
  recipe
• 7:11
  ideas?
• 7:12
  How,
• 7:12
  you
• 7:13
  know,
• 7:13
  how
• 7:14
  can
• 7:14
  we
• 7:15
  provide
• 7:16
  some
• 7:16
  of
• 7:16
  these
• 7:16
  tools
• 7:17
  that
• 7:18
  actually
• 7:18
  enrich
• 7:18
  their
• 7:19
  shopping
• 7:19
  experience?
• 7:20
  The
• 7:20
  tricky
• 7:21
  piece
• 7:21
  is,
• 7:21
  and
• 7:21
  you
• 7:22
  two
• 7:22
  have
• 7:22
  been
• 7:22
  in
• 7:22
  the
• 7:22
  space
• 7:23
  long
• 7:23
  enough
• 7:23
  to
• 7:23
  know,
• 7:24
  there's
• 7:24
  one
• 7:24
  company
• 7:25
  that
• 7:25
  does
• 7:25
  cooler
• 7:26
  screens,
• 7:26
  there's
• 7:26
  another
• 7:27
  company
• 7:27
  that
• 7:27
  does
• 7:27
  smart
• 7:28
  carts.
• 7:28
  There's
• 7:29
  a
• 7:29
  third
• 7:29
  one
• 7:29
  that
• 7:29
  does
• 7:30
  the
• 7:30
  digital
• 7:30
  screens
• 7:31
  in
• 7:31
  the
• 7:31
  front
• 7:31
  of
• 7:31
  the
• 7:31
  store,
• 7:31
  another
• 7:32
  one
• 7:32
  that
• 7:32
  does
• 7:32
  them
• 7:32
  in
• 7:32
  the
• 7:32
  back
• 7:33
  of
• 7:33
  the
• 7:33
  store,
• 7:34
  a
• 7:34
  third
• 7:34
  one
• 7:34
  that
• 7:34
  does
• 7:35
  them
• 7:35
  in
• 7:35
  the
• 7:35
  deli,
• 7:36
  and
• 7:36
  none
• 7:36
  of
• 7:37
  them
• 7:37
  are
• 7:37
  connected.
• 7:38
  And
• 7:38
  so
• 7:39
  really
• 7:39
  hard
• 7:40
  to
• 7:40
  execute.
• 7:41
  Like,
• 7:41
  where's
• 7:41
  the
• 7:42
  ad
• 7:42
  server
• 7:42
  that
• 7:43
  goes
• 7:43
  across
• 7:43
  all
• 7:43
  the
• 7:44
  platforms?
• 7:45
  And
• 7:45
  then
• 7:45
  the
• 7:45
  other
• 7:45
  one
• 7:46
  is.
• 7:46
  Then
• 7:46
  how
• 7:46
  do
• 7:46
  you
• 7:46
  measure
• 7:47
  in
• 7:47
  a
• 7:47
  way
• 7:47
  that's
• 7:48
  believable?
• 7:48
  Right.
• 7:49
  Right.
• 7:49
  And
• 7:50
  you
• 7:50
  don't
• 7:50
  want
• 7:50
  to
• 7:50
  be
• 7:50
  creepy
• 7:51
  and
• 7:51
  be,
• 7:51
  like,
• 7:51
  following
• 7:52
  customers
• 7:53
  around
• 7:53
  the
• 7:53
  store.
• 7:53
  So
• 7:54
  you
• 7:54
  have
• 7:54
  to
• 7:54
  find
• 7:54
  an
• 7:54
  appropriate
• 7:55
  way
• 7:55
  to
• 7:55
  measure
• 7:56
  so
• 7:56
  that
• 7:57
  it
• 7:57
  is
• 7:57
  accretive
• 7:57
  to
• 7:57
  their
• 7:58
  experience,
• 7:58
  not
• 7:59
  feeling
• 7:59
  like,
• 7:59
  well,
• 8:00
  who's
• 8:00
  following
• 8:01
  me?
• 8:01
  Yeah.
• 8:01
  And
• 8:01
  is
• 8:01
  that
• 8:01
  a
• 8:02
  rubric
• 8:02
  for
• 8:02
  you
• 8:02
  in
• 8:02
  that
• 8:03
  analysis,
• 8:03
  too?
• 8:03
  Because
• 8:04
  not
• 8:04
  all
• 8:04
  those
• 8:04
  ones
• 8:05
  you
• 8:05
  mentioned
• 8:05
  can
• 8:06
  even
• 8:06
  measure
• 8:06
  in
• 8:06
  the
• 8:07
  same
• 8:07
  way.
• 8:07
  Right.
• 8:07
  Or
• 8:07
  provide
• 8:08
  the
• 8:08
  same
• 8:08
  depth
• 8:08
  of
• 8:09
  insight.
• 8:09
  So
• 8:09
  is
• 8:10
  that
• 8:10
  something
• 8:10
  you're
• 8:11
  looking
• 8:11
  at
• 8:11
  very
• 8:11
  hard
• 8:11
  and
• 8:11
  evaluating
• 8:12
  before
• 8:12
  you
• 8:12
  make
• 8:12
  a
• 8:13
  decision
• 8:13
  on
• 8:13
  what
• 8:13
  to
• 8:13
  put
• 8:13
  in
• 8:14
  store?
• 8:14
  Yeah,
• 8:14
  I
• 8:15
  mean,
• 8:15
  we're
• 8:15
  already
• 8:15
  moving
• 8:15
  forward
• 8:16
  with
• 8:16
  pilots,
• 8:17
  and
• 8:17
  we're
• 8:17
  using
• 8:18
  our
• 8:18
  existing
• 8:19
  screens.
• 8:19
  So
• 8:20
  fuel
• 8:20
  pumps,
• 8:21
  deli
• 8:21
  screens,
• 8:23
  checkout
• 8:24
  counter,
• 8:24
  or
• 8:24
  checkout
• 8:25
  self
• 8:25
  checkout.
• 8:26
  So
• 8:26
  we
• 8:26
  have
• 8:27
  a
• 8:27
  lot
• 8:27
  of
• 8:27
  screens
• 8:27
  that
• 8:27
  are
• 8:28
  already
• 8:28
  in
• 8:28
  our
• 8:28
  stores.
• 8:28
  And
• 8:29
  so
• 8:29
  we're
• 8:29
  working
• 8:29
  now
• 8:30
  on
• 8:30
  figuring
• 8:30
  out
• 8:31
  how
• 8:31
  do
• 8:31
  we
• 8:31
  integrate
• 8:32
  those,
• 8:33
  and
• 8:33
  then
• 8:33
  over
• 8:33
  time,
• 8:34
  we'll
• 8:34
  keep
• 8:34
  adding
• 8:34
  more
• 8:35
  and
• 8:35
  more
• 8:35
  screens
• 8:36
  to
• 8:36
  what
• 8:36
  we're
• 8:36
  doing.
• 8:37
  Got
• 8:37
  it.
• 8:37
  Well,
• 8:38
  Christy,
• 8:38
  I
• 8:39
  think
• 8:39
  you're
• 8:39
  one
• 8:39
  of
• 8:39
  the
• 8:40
  best
• 8:40
  people
• 8:40
  we
• 8:40
  could
• 8:41
  have
• 8:41
  on
• 8:41
  to
• 8:41
  answer
• 8:42
  this
• 8:42
  question.
• 8:42
  Question.
• 8:43
  Because
• 8:44
  you're
• 8:44
  kind
• 8:44
  of
• 8:44
  the
• 8:45
  og
• 8:45
  of
• 8:45
  retail
• 8:46
  media.
• 8:46
  I
• 8:46
  mean,
• 8:46
  I
• 8:46
  feel
• 8:47
  like
• 8:47
  you
• 8:47
  really
• 8:48
  brought
• 8:48
  it
• 8:48
  on.
• 8:49
  Well,
• 8:49
  you
• 8:49
  did
• 8:49
  at
• 8:49
  Target.
• 8:50
  It
• 8:50
  was,
• 8:50
  it
• 8:50
  was
• 8:51
  a
• 8:51
  concept,
• 8:51
  and
• 8:52
  you
• 8:52
  brought
• 8:52
  it
• 8:52
  from,
• 8:53
  hey,
• 8:53
  hello,
• 8:54
  we're
• 8:54
  bringing
• 8:54
  in
• 8:54
  a
• 8:54
  billion
• 8:55
  dollars
• 8:55
  a
• 8:55
  year
• 8:55
  or
• 8:56
  whatever.
• 8:56
  It
• 8:56
  was
• 8:56
  like,
• 8:57
  pay
• 8:57
  attention
• 8:57
  to
• 8:58
  us
• 8:58
  over
• 8:58
  here.
• 8:59
  And
• 8:59
  then,
• 8:59
  you
• 8:59
  know,
• 9:00
  now
• 9:00
  you've
• 9:01
  started
• 9:01
  the
• 9:01
  Albertsons
• 9:03
  retail
• 9:03
  media
• 9:04
  organization.
• 9:05
  Where
• 9:05
  do
• 9:05
  you
• 9:06
  see
• 9:06
  retail
• 9:06
  media
• 9:07
  going?
• 9:07
  Like,
• 9:07
  what
• 9:07
  do
• 9:07
  you
• 9:08
  think
• 9:08
  is
• 9:08
  ahead
• 9:08
  of
• 9:08
  us
• 9:09
  that
• 9:09
  we
• 9:09
  haven't,
• 9:09
  we
• 9:10
  haven't
• 9:10
  quite
• 9:10
  grasped
• 9:11
  yet,
• 9:11
  especially
• 9:11
  when
• 9:12
  you're
• 9:12
  starting
• 9:12
  to
• 9:12
  talk
• 9:12
  about
• 9:12
  the
• 9:13
  things
• 9:13
  that,
• 9:13
  you
• 9:13
  know,
• 9:14
  the
• 9:14
  collective
• 9:14
  tv
• 9:15
  that
• 9:15
  you're
• 9:16
  working
• 9:16
  on,
• 9:16
  those
• 9:16
  kinds
• 9:17
  of
• 9:17
  initiatives,
• 9:17
  what
• 9:17
  do
• 9:17
  you
• 9:17
  think
• 9:18
  you
• 9:18
  and
• 9:18
  other
• 9:18
  retailers
• 9:19
  are
• 9:19
  going
• 9:19
  to
• 9:19
  start
• 9:19
  doing?
• 9:20
  Yeah,
• 9:20
  I
• 9:20
  think,
• 9:21
  I
• 9:21
  mean,
• 9:21
  there's
• 9:22
  a
• 9:22
  lot,
• 9:22
  there's
• 9:22
  a
• 9:23
  lot
• 9:23
  going
• 9:23
  on.
• 9:23
  When
• 9:24
  you
• 9:24
  consider
• 9:24
  that
• 9:24
  there's
• 9:24
  a
• 9:25
  new
• 9:25
  retail
• 9:25
  media
• 9:26
  network
• 9:26
  every
• 9:27
  hour
• 9:28
  and
• 9:28
  every
• 9:28
  five
• 9:29
  minutes.
• 9:29
  But
• 9:29
  that
• 9:29
  probably
• 9:30
  overstating
• 9:30
  it.
• 9:31
  Very
• 9:31
  different
• 9:31
  sizes
• 9:31
  and
• 9:32
  scales,
• 9:32
  too.
• 9:32
  It
• 9:32
  seems
• 9:33
  very
• 9:33
  different
• 9:33
  sizes
• 9:34
  and
• 9:34
  scales.
• 9:34
  And
• 9:34
  you
• 9:35
  know
• 9:35
  what?
• 9:35
  For
• 9:35
  some
• 9:35
  aggregators,
• 9:36
  that's
• 9:37
  going
• 9:37
  to
• 9:37
  be
• 9:37
  a
• 9:37
  really
• 9:37
  great
• 9:38
  thing.
• 9:38
  So
• 9:38
  think
• 9:38
  of
• 9:39
  what
• 9:39
  someone
• 9:39
  like
• 9:40
  critio
• 9:40
  could
• 9:40
  do
• 9:41
  if
• 9:41
  they
• 9:41
  aggregate
• 9:42
  all
• 9:42
  of
• 9:42
  the
• 9:42
  smaller
• 9:42
  retail
• 9:43
  media
• 9:43
  networks
• 9:44
  and
• 9:44
  then
• 9:44
  bring
• 9:44
  them
• 9:44
  to
• 9:45
  market
• 9:45
  in
• 9:45
  an
• 9:46
  organized,
• 9:46
  easy
• 9:47
  access
• 9:48
  sort
• 9:48
  of
• 9:48
  way.
• 9:48
  So
• 9:49
  that's
• 9:49
  interesting.
• 9:50
  But
• 9:51
  I
• 9:51
  also
• 9:51
  think
• 9:51
  retail
• 9:52
  media
• 9:52
  in
• 9:53
  general,
• 9:53
  there's
• 9:54
  kind
• 9:54
  of
• 9:54
  a
• 9:54
  debate
• 9:55
  on
• 9:55
  are
• 9:55
  we
• 9:55
  media
• 9:56
  or
• 9:56
  are
• 9:57
  we
• 9:57
  what
• 9:58
  we
• 9:58
  call
• 9:58
  kind
• 9:59
  of
• 9:59
  the
• 9:59
  layer?
• 10:00
  Are
• 10:00
  we
• 10:01
  a
• 10:01
  layer
• 10:01
  that
• 10:01
  can
• 10:02
  actually
• 10:02
  enable
• 10:03
  all
• 10:03
  marketing.
• 10:04
  So
• 10:04
  when
• 10:04
  you
• 10:04
  think
• 10:05
  of
• 10:05
  first
• 10:05
  party
• 10:06
  audiences,
• 10:06
  which,
• 10:07
  you
• 10:07
  know,
• 10:08
  heretofore
• 10:08
  have
• 10:09
  been
• 10:09
  known
• 10:09
  as
• 10:09
  cookies.
• 10:10
  Right,
• 10:10
  right.
• 10:11
  So
• 10:11
  now
• 10:11
  you've
• 10:11
  got
• 10:12
  these
• 10:12
  really
• 10:12
  high
• 10:12
  quality
• 10:13
  first
• 10:13
  party
• 10:13
  audiences
• 10:14
  that
• 10:15
  people
• 10:15
  can
• 10:15
  use
• 10:16
  for
• 10:16
  their
• 10:16
  marketing
• 10:16
  programs.
• 10:17
  And
• 10:17
  just
• 10:17
  making
• 10:18
  the
• 10:18
  switch
• 10:18
  to
• 10:19
  that
• 10:19
  from
• 10:19
  cookies,
• 10:20
  we
• 10:20
  see
• 10:20
  on
• 10:20
  average
• 10:21
  about
• 10:21
  20%,
• 10:21
  just
• 10:22
  better
• 10:22
  performance.
• 10:23
  And
• 10:23
  it
• 10:23
  makes
• 10:24
  sense.
• 10:24
  Right,
• 10:24
  right.
• 10:25
  But
• 10:25
  then
• 10:26
  you
• 10:26
  also
• 10:26
  have
• 10:26
  to
• 10:26
  think
• 10:27
  about
• 10:27
  the
• 10:27
  insights
• 10:28
  that
• 10:28
  we
• 10:28
  have.
• 10:28
  You
• 10:28
  have
• 10:28
  to
• 10:29
  think
• 10:29
  about
• 10:29
  the
• 10:29
  measurement
• 10:30
  that
• 10:30
  we
• 10:30
  have,
• 10:30
  especially
• 10:30
  if
• 10:31
  you're
• 10:31
  a
• 10:31
  CPG.
• 10:32
  But
• 10:32
  we're
• 10:32
  also
• 10:33
  leaning
• 10:33
  into
• 10:33
  ways
• 10:34
  to
• 10:34
  append
• 10:34
  our
• 10:34
  data
• 10:35
  so
• 10:35
  that
• 10:35
  we
• 10:35
  could
• 10:36
  offer
• 10:36
  broader
• 10:37
  measurements
• 10:37
  for
• 10:38
  a
• 10:38
  non
• 10:38
  endemic,
• 10:38
  an
• 10:39
  automotive,
• 10:39
  a
• 10:40
  travel.
• 10:41
  Is
• 10:42
  there
• 10:42
  a
• 10:42
  proposition
• 10:43
  in
• 10:43
  that?
• 10:43
  That's
• 10:43
  really
• 10:43
  interesting,
• 10:44
  too.
• 10:45
  So
• 10:45
  if
• 10:45
  you
• 10:45
  look
• 10:46
  at
• 10:46
  what
• 10:46
  our
• 10:46
  greatest
• 10:47
  assets
• 10:47
  are,
• 10:48
  it's
• 10:48
  the
• 10:48
  inventory
• 10:49
  that
• 10:49
  we
• 10:49
  own,
• 10:50
  but
• 10:50
  it's
• 10:50
  also
• 10:50
  the
• 10:51
  audiences
• 10:51
  that
• 10:52
  we
• 10:52
  know
• 10:52
  that
• 10:52
  have
• 10:52
  opted
• 10:53
  in
• 10:53
  that
• 10:54
  are
• 10:54
  first
• 10:54
  party.
• 10:55
  I
• 10:55
  mean,
• 10:55
  if
• 10:55
  we
• 10:55
  know
• 10:55
  50%
• 10:56
  of
• 10:56
  the
• 10:56
  us
• 10:57
  consumer
• 10:57
  base
• 10:58
  on
• 10:58
  any
• 10:58
  given
• 10:59
  day.
• 10:59
  Right.
• 10:59
  That's
• 11:00
  a
• 11:00
  really
• 11:00
  large
• 11:01
  audience
• 11:01
  use
• 11:02
  for
• 11:02
  marketing
• 11:02
  purposes.
• 11:03
  And
• 11:03
  then
• 11:03
  how
• 11:04
  do
• 11:04
  you
• 11:04
  measure
• 11:04
  that?
• 11:04
  It
• 11:04
  drove
• 11:05
  a
• 11:05
  business
• 11:05
  outcome,
• 11:06
  not
• 11:06
  just
• 11:06
  that
• 11:06
  you
• 11:06
  got
• 11:07
  impressions.
• 11:08
  Do
• 11:08
  you
• 11:08
  ever
• 11:08
  think
• 11:09
  that
• 11:09
  there's
• 11:09
  a
• 11:09
  time
• 11:09
  when
• 11:10
  you
• 11:10
  could
• 11:10
  combine
• 11:11
  with
• 11:11
  like
• 11:12
  a
• 11:12
  hospitality
• 11:13
  industry
• 11:13
  or
• 11:13
  something
• 11:14
  where
• 11:14
  you're,
• 11:14
  like,
• 11:14
  getting
• 11:14
  that?
• 11:15
  I
• 11:15
  mean,
• 11:15
  I
• 11:15
  just.
• 11:16
  You've
• 11:16
  got
• 11:16
  me
• 11:16
  thinking
• 11:16
  about
• 11:17
  that.
• 11:17
  Like,
• 11:17
  yes,
• 11:18
  you
• 11:18
  have
• 11:18
  all
• 11:18
  of
• 11:18
  our
• 11:19
  shopping
• 11:20
  data
• 11:20
  from
• 11:20
  things
• 11:21
  that
• 11:21
  we're
• 11:21
  doing
• 11:21
  multiple
• 11:22
  times
• 11:22
  a
• 11:22
  week.
• 11:22
  But
• 11:22
  I
• 11:22
  think
• 11:23
  especially
• 11:23
  with
• 11:23
  this
• 11:24
  new
• 11:24
  generation
• 11:24
  really
• 11:25
  focusing
• 11:25
  on
• 11:25
  experiences
• 11:26
  and
• 11:26
  stuff,
• 11:26
  like,
• 11:26
  do
• 11:26
  you
• 11:27
  think
• 11:27
  there's
• 11:27
  a
• 11:27
  world
• 11:28
  where
• 11:28
  that
• 11:28
  could
• 11:28
  ever
• 11:29
  conceivably
• 11:30
  happen?
• 11:30
  Where,
• 11:30
  like,
• 11:30
  you
• 11:31
  start
• 11:31
  to
• 11:31
  bring
• 11:31
  in,
• 11:31
  like,
• 11:32
  Disney's
• 11:32
  data
• 11:33
  or
• 11:33
  somebody
• 11:33
  else's
• 11:34
  data?
• 11:34
  Yeah,
• 11:35
  perhaps.
• 11:35
  Okay,
• 11:36
  perhaps.
• 11:36
  No,
• 11:37
  100%.
• 11:38
  And
• 11:38
  if
• 11:38
  you
• 11:39
  look
• 11:39
  at
• 11:39
  some
• 11:39
  of
• 11:39
  the
• 11:40
  most
• 11:40
  recent
• 11:40
  announcements,
• 11:41
  in
• 11:41
  terms
• 11:41
  of
• 11:41
  what
• 11:42
  United
• 11:42
  is
• 11:42
  doing
• 11:43
  and
• 11:43
  what
• 11:43
  some
• 11:43
  of
• 11:43
  the
• 11:43
  credit
• 11:44
  card
• 11:44
  companies
• 11:44
  are
• 11:45
  doing,
• 11:45
  they're
• 11:45
  naturally
• 11:46
  leaning
• 11:46
  into
• 11:47
  this
• 11:47
  as
• 11:47
  well.
• 11:47
  And
• 11:48
  I
• 11:48
  think
• 11:48
  if
• 11:48
  there
• 11:49
  are
• 11:49
  different
• 11:49
  ways
• 11:49
  for
• 11:50
  us
• 11:50
  to
• 11:50
  build
• 11:50
  kind
• 11:50
  of
• 11:51
  data
• 11:51
  consortiums
• 11:51
  that
• 11:52
  could
• 11:52
  really
• 11:52
  round
• 11:53
  out
• 11:53
  the
• 11:54
  audiences
• 11:54
  that
• 11:54
  we're
• 11:55
  bringing
• 11:55
  to
• 11:55
  market,
• 11:55
  that
• 11:55
  could
• 11:56
  be
• 11:56
  really
• 11:56
  interesting.
• 11:56
  Yeah.
• 11:57
  Yeah.
• 11:57
  Credit
• 11:57
  card
• 11:57
  loyalty
• 11:58
  synced
• 11:58
  up
• 11:58
  with
• 11:59
  retailer
• 11:59
  and
• 11:59
  grocery
• 12:00
  loyalty
• 12:00
  is
• 12:00
  a
• 12:00
  really
• 12:00
  interesting
• 12:01
  space.
• 12:01
  Yeah,
• 12:01
  really
• 12:02
  interesting
• 12:02
  to
• 12:02
  think
• 12:02
  about.
• 12:02
  So
• 12:02
  to
• 12:03
  that
• 12:03
  point,
• 12:03
  let's
• 12:03
  get
• 12:03
  you
• 12:03
  out
• 12:04
  of
• 12:04
  here
• 12:04
  on
• 12:04
  this
• 12:04
  then.
• 12:04
  So,
• 12:05
  you
• 12:05
  know,
• 12:06
  you're
• 12:06
  about
• 12:06
  to
• 12:06
  close
• 12:06
  up
• 12:07
  2024.
• 12:07
  You
• 12:08
  head
• 12:08
  into
• 12:08
  2025.
• 12:09
  What
• 12:09
  are
• 12:09
  you
• 12:09
  looking
• 12:10
  to
• 12:10
  accomplish?
• 12:10
  What
• 12:10
  are
• 12:10
  your
• 12:10
  priorities?
• 12:11
  Well,
• 12:12
  you
• 12:12
  know,
• 12:12
  it's
• 12:12
  kind
• 12:12
  of
• 12:12
  a
• 12:13
  twofold.
• 12:13
  Right.
• 12:13
  We've
• 12:14
  got
• 12:15
  place
• 12:15
  in
• 12:15
  the
• 12:15
  clouds
• 12:16
  on
• 12:16
  a
• 12:16
  foundation
• 12:17
  of
• 12:17
  stone
• 12:17
  is
• 12:17
  probably
• 12:18
  the
• 12:18
  easiest
• 12:18
  way
• 12:18
  to
• 12:18
  say
• 12:19
  it.
• 12:19
  We
• 12:19
  are
• 12:20
  scaling
• 12:20
  so
• 12:21
  fast,
• 12:22
  and
• 12:22
  retail
• 12:23
  media
• 12:23
  is
• 12:23
  scaling
• 12:24
  so
• 12:24
  fast
• 12:24
  that
• 12:25
  if
• 12:25
  we're
• 12:25
  not
• 12:25
  really
• 12:25
  careful
• 12:26
  about
• 12:27
  being
• 12:28
  able
• 12:28
  to
• 12:28
  deliver,
• 12:29
  people
• 12:29
  will
• 12:29
  be
• 12:30
  like,
• 12:30
  and
• 12:30
  then
• 12:30
  we're
• 12:30
  under
• 12:31
  the
• 12:31
  next
• 12:31
  thing.
• 12:31
  Right.
• 12:32
  Right.
• 12:32
  So
• 12:32
  it's
• 12:32
  on
• 12:33
  us
• 12:33
  as,
• 12:34
  especially
• 12:34
  as
• 12:34
  leaders
• 12:35
  of
• 12:35
  the
• 12:35
  retail
• 12:35
  media
• 12:36
  space
• 12:36
  to
• 12:37
  lean
• 12:37
  into
• 12:37
  standardization
• 12:38
  to
• 12:38
  make
• 12:38
  sure
• 12:39
  that
• 12:39
  we're
• 12:39
  scaling
• 12:40
  with
• 12:40
  responsibly
• 12:41
  scaling
• 12:42
  and
• 12:42
  delivering
• 12:43
  the
• 12:44
  what
• 12:44
  our
• 12:44
  clients
• 12:45
  are
• 12:45
  expecting
• 12:45
  us
• 12:46
  to
• 12:46
  deliver.
• 12:46
  Then
• 12:47
  on
• 12:47
  top
• 12:47
  of
• 12:47
  that,
• 12:48
  you've
• 12:48
  got
• 12:48
  all
• 12:48
  the
• 12:48
  innovation.
• 12:49
  So
• 12:49
  we're
• 12:49
  leaning
• 12:50
  in
• 12:51
  with
• 12:51
  meta.
• 12:52
  We're
• 12:52
  leaning
• 12:52
  in.
• 12:52
  We've
• 12:53
  already
• 12:53
  done
• 12:53
  a
• 12:53
  lot
• 12:53
  of
• 12:53
  work
• 12:54
  with
• 12:54
  Pinterest.
• 12:55
  We've
• 12:55
  got
• 12:56
  a
• 12:56
  lot
• 12:56
  of
• 12:56
  new
• 12:56
  CTV
• 12:57
  capabilities
• 12:58
  that
• 12:58
  just
• 12:58
  keep
• 12:58
  advancing
• 12:59
  the
• 12:59
  trade
• 12:59
  desk.
• 13:00
  So
• 13:01
  meeting
• 13:01
  buyers
• 13:02
  where
• 13:02
  they're
• 13:02
  buying
• 13:03
  and
• 13:03
  really
• 13:03
  bringing
• 13:04
  our
• 13:04
  proposition
• 13:05
  to
• 13:05
  more
• 13:05
  off
• 13:06
  platform
• 13:06
  channels
• 13:07
  is
• 13:07
  a
• 13:07
  real
• 13:08
  key
• 13:08
  component
• 13:08
  for
• 13:09
  us
• 13:09
  as
• 13:09
  well.
• 13:09
  So
• 13:09
  it's
• 13:09
  kind
• 13:10
  of
• 13:10
  the
• 13:11
  provide
• 13:11
  the
• 13:11
  stability
• 13:12
  for
• 13:12
  the
• 13:12
  amount
• 13:12
  of
• 13:13
  scaling
• 13:13
  that's
• 13:13
  happening,
• 13:14
  but
• 13:14
  also
• 13:15
  keep
• 13:15
  on
• 13:15
  innovating
• 13:16
  to
• 13:16
  stay
• 13:16
  ahead
• 13:16
  of
• 13:16
  the
• 13:17
  marketplace
• 13:17
  show.
• 13:17
  How
• 13:18
  good
• 13:18
  is
• 13:18
  your
• 13:18
  good,
• 13:18
  so
• 13:18
  to
• 13:19
  speak,
• 13:19
  to
• 13:19
  the
• 13:19
  marketplace,
• 13:20
  to
• 13:20
  your
• 13:20
  clients.
• 13:20
  Love
• 13:21
  that.
• 13:21
  Thank
• 13:22
  you,
• 13:22
  Christy.
• 13:23
  I
• 13:23
  appreciate
• 13:24
  the
• 13:24
  time.
• 13:25
  Yes,
• 13:25
  you're
• 13:25
  like
• 13:25
  our
• 13:26
  retail
• 13:26
  media
• 13:26
  oracle.
• 13:27
  Anytime
• 13:27
  you
• 13:27
  want
• 13:27
  to
• 13:28
  come
• 13:28
  back,
• 13:29
  you
• 13:29
  tell
• 13:29
  us
• 13:29
  what
• 13:30
  we
• 13:30
  need
• 13:30
  to
• 13:30
  know
• 13:30
  and
• 13:30
  how
• 13:31
  we
• 13:31
  need
• 13:31
  to
• 13:32
  be
• 13:32
  focusing
• 13:32
  on
• 13:32
  the
• 13:33
  space.
• 13:34
  Thank
• 13:34
  you
• 13:34
  again.
• 13:34
  Chrissy
• 13:35
  Arduino
• 13:35
  of
• 13:36
  the
• 13:37
  SVP
• 13:37
  of
• 13:37
  retail
• 13:38
  media
• 13:38
  at
• 13:38
  Albertsons
• 13:39
  Media
• 13:40
  Collective.
• 13:41
  You
• 13:41
  got
• 13:41
  it?
• 13:42
  I
• 13:42
  got
• 13:42
  that
• 13:42
  on.
• 13:42
  Got
• 13:42
  it
• 13:43
  out.
• 13:43
  Yes.
• 13:43
  It's
• 13:43
  the
• 13:44
  end
• 13:44
  of
• 13:44
  the
• 13:44
  day.
• 13:44
  End
• 13:45
  of
• 13:45
  the
• 13:45
  day.
• 13:46
  The
• 13:46
  happy
• 13:46
  hour
• 13:46
  started
• 13:47
  around
• 13:47
  us.
• 13:48
  Yes,
• 13:49
  we're
• 13:50
  still
• 13:50
  doing
• 13:50
  interviews.
• 13:50
  And
• 13:51
  we're
• 13:51
  still
• 13:51
  doing
• 13:52
  interviews.
• 13:52
  You're
• 13:52
  powering
• 13:53
  through.
• 13:53
  Thanks
• 13:54
  again
• 13:54
  to
• 13:54
  vision
• 13:54
  Group.
• 13:54
  We'll
• 13:55
  be
• 13:55
  right
• 13:55
  back
• 13:55
  with
• 13:55
  one
• 13:56
  more
• 13:56
  interview
• 13:56
  to
• 13:56
  close
• 13:57
  out
• 13:57
  our
• 13:57
  coverage
• 13:57
  of
• 13:57
  grocery
• 13:58
  shop
• 13:58
  2024.
• 13:59
  And
• 13:59
  until
• 13:59
  then,
• 13:59
  be
• 14:00
  careful
• 14:00
  out
• 14:00
  there.