The retail media explosion will continue to be driven by the trend in first-party data coming with the deprecation of third-party cookies – but retail media networks will still need to carefully manage their customers’ data.
CVS Media Exchange (CMX) is a retail media platform designed to allow brands and advertisers to place their products within CVS Pharmacy’s digital touchpoints. This includes online channels, such as CVS.com, and in-store digital media. CMX leverages customer insights and data analytics to facilitate targeted advertising.
Despite the data, however, CMX is keen to reach shoppers offline, too, said Paul Lentz, Executive Director, Head of Strategic Development at CVS Media Exchange (CMX), in this video interview with Beet.TV.
CVS’ large physical retail footprint of 9,000 stores allows it to reach consumers on their path to purchase in-store. “Our ability to reach consumers in their path to purchase in store has also been a lot …