CVS Pharmacy launches CMX - CVS Media Exchange.
CVS has launched a media network with the purpose of selling advertising directly to brands. This solution offers advertisers access to CVS' online online and offline channels so they can promote their brands
As an important selling point for this service, the company will leverage on their customer loyalty program data to allow brands to attribute sales to ads placed with the retailers, allowing companies to have better visibility over their strategies' impact.
CVS is not a first-mover in this field. Other brands such as Best Buy and Walmart have also successfully entered the retail ad business in the past.
The company will use CMX as a first step towards building a in-house digital team which can help the company with emerging technologies and help better prepare for a digital future
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