Retailers are either beefing up their retail media networks or launching their own, as the retail media arms race continues to heat up and Google moves very slowly toward its third-party cookie apocalypse — giving retailers the opportunity to hock their first-party data in an attempt to fill Google’s cookie-sized hole. CVS is one such retailer.
However, measurement and attribution are common pain points for advertisers looking to track campaign performance in retail media. They’re pain points that CVS Media Exchange, CVS’s retail media arm, which is also known as CMX, is aiming to solve to help it stand out in an increasingly crowded landscape.
“Providing a level of transparency around measurement and the way in which we are delivering that back to our advertisers — so we create a transparent playing field for our retail media networks — that’s what’s going to continue to help grow the industry,” said Parbinder Dhariwal, vp and general manager at CVS Media Exchange.
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