Tim Armstrong is taking 25 years of learnings from leading jobs at Google and AOL and adapting them to his new venture, the dtx company, which funds commerce brands.

During a Brandweek keynote, Armstrong talked about why he’s investing in two of those business, cashierless outlet The Drug Store and beverage company Dirty Lemon.

Adweek caught up with Armstrong after his keynote to talk about what he’s learned as both the past president of Google America and the CEO of AOL and Yahoo, which he combined to form the since-renamed media behemoth Oath.

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