For most of the last decade, the biggest advertising opportunity sat with a small number of platforms and the largest retailers. In this fireside chat, James Milne (Epsilon) sits down with Richard Robinson from Confused.com to explore a different way of thinking about data value: not just what a customer buys from you, but who they are. Richard will unpack Confused.com's recent move into offsite commerce media: how quote and policy data across car, home and travel insurance reveals real audiences, not just insurance intent, and why that opportunity reaches well beyond the insurance brands you'd expect. The conversation gives retailers a sharper lens on the fuller market for their own data, and why the more useful measure isn't how much data you hold, but how distinct and detailed it is.