In the News

The Great Scale-Up: Retailers Going All In on In-Store

In-store retail media is no longer a “does it work?” question. It’s a “can you operate it?” question.

ClickZ

In-store Touchpoints Are More Relevant Than Ever — How CVS unlocks in-aisle magic

Even in the digital age, in-store environments can be impactful and important touch points for brand influence.

Adweek

The Convergence of Brands and Commerce

Consumers want to buy wherever they engage with media — here’s how to help them.

Adweek

FAQ on data clean rooms: How retail media is driving adoption as marketers demand proof

Data clean rooms have shifted from emerging technology to essential infrastructure for retail media. 

E Marketer

In-store retail media gets a boost as Kroger, Albertsons, CVS expand networks

The trend: In-store retail media is emerging as a key focus for many retailers this year as they step up efforts to monetize store traffic and attract advertiser interest.

E Marketer

Retailers like Kroger, CVS plan many more screens for in-store ads in 2026

For many retailers, a key priority this year will be installing screens in stores to display advertising and other content — an evolution of what has historically been limited to small experiments.

ModernRetail

Retail Media as the New Growth Engine: How CVS Is Merging Data, Loyalty and the In-Store Experience

Parbinder “Parbs” Dhariwal, Vice President and General Manager of CVS Media Exchange (CMX), and Karen Webster will discuss how CVS is redefining what retail media can be.

PYMNTS

How transparency and access can redefine retail media marketing

As retail media cements its role as a mainstream marketing channel, its momentum is undeniable, but so are the challenges that come with it. Advertisers are asking harder questions. How can they be sure their investments are paying off?

AdAge

Retail media’s inflection point: Relevance, trust, and precision

Retail media is no longer a niche strategy — it’s a central pillar of modern marketing. But as the industry matures, the rules are shifting and scale is no longer the differentiator. The next chapter will be defined not by who can reach the most consumers, but by who can reach them most meaningfully.

AdAge

CVS launches new retail media ad partnership with Reddit 

Retail media is a daunting space for retailers as they keep up with the dual pressures of the pace of growth and relentless evolution. To rise above the competition, CVS is partnering with social platform Reddit to run pure play digital ad placements. 

Retail Brew

The Evolution of Retail Media Networks

This week on Floor 9, we’re diving deep into the fast-changing world of retail media networks with Parbinder “Parbs” Dariwhal, VP and GM of CVS Media Exchange (CMX). 

Medium

Advertisers Can Soon Target CVS Shoppers on Reddit 

CVS has struck a deal with Reddit to combine data from the retailer’s 90 million loyalty program members with Reddit’s 108 million daily active users, the companies announced at the Cannes Lions International Festival of Creativity festival.

Adweek

CMX aligns with IAB in-store guidelines to help elevate how shoppers connect with brands

This is another testament to the company’s industry leadership, ensuring partners have access to actionable insights, refined strategies and amplified product sales.

Chain Drug Review

CMX’s Melissa Gallo on the Future of Retail Media: 'Tailored Data, Transparent Measurement, Real Per

As the retail media industry evolves at breakneck speed, CVS Media Exchange (CMX) is doubling down on independence, data transparency and health-focused innovation to carve out a unique position among its peers. That’s the message from Melissa Gallo, head of client success at CMX, who says that while most brands juggle multiple media partners, CMX stands apart by offering clarity and specificity in a cluttered space.

BeetTV

CVS’s retail media boss wants to turn 9,000 stores into a data-driven media giant

Rather than flashy formats or scale, retail media’s future hinges on proving measurable business impact – an imperative that Parbinder Dhariwal and CVS Media Exchange are tackling head-on by making attribution, incrementality and transparency the core of their strategy.

The Drum

CVS Media Exchange Expands On-Site Solutions with Sponsored Brand Ads

The ad units let advertising partners get in front of shoppers actively searching in their category with high-visibility placements.

Path to Purchase Institute

How retail media’s identity crisis is fueling a talent crunch

Retail media networks were supposed to be the ad industry’s silver bullet, offering highly targeted ad opportunities with first-party retailer data.   

Digiday