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Like retail media, you are seeing search ads, you're seeing display ads while you're searching for other things. We think of that as a really performance oriented channel. It gets that incremental lift. We don't yet think of it as a brand marketing channel, a brand lift channel, but that's exactly what it is, trying that new product is brand lift, it is brand marketing.

Their search revenue, in particular Q4 to Q1, went from negative two to plus two, and now Meta snaps the not-so-good streak of three quarters of negative growth, posting a four percent bump. So good for digital advertising in the US. Let's move on to the users for a second, Debbie, because they also seem to shine in that area as well.

You think of the search ad, the person's in market, they click on it, they buy it, that's it. But we've actually found that mid-funnel is a really important reason that advertisers are using retail media.

The UK is a digital payments leader, though traditional payments provide a backbone. Payment method preferences among different demographic groups are determining the winners and losers.