CVS Media Exchange Launches!

Ad network update from George Tarnopolsky, VP, Programmatic: This week, CVS has announced the launch of its own ad network--CVS Media Exchange, or cMx. buyers will be able to reach customers across Display, Video, Search, and Social channels, utilizing intent and purchase audience data from CVS's 74M customers. CVS's ad network closely follows similar approaches from Target and Walmart, who've also launched ad buying powered by their proprietary audience data. This model also emulates the success of the Amazon DSP. More than any other retailer, Amazon has made a concerted effort to compete against market leaders like Google DV360 and The Trade Desk, with its own purchase and intent data as the differentiator. These offerings, including Target Media Network, Walmart Media Group, and the Amazon DSP, have historically been geared toward retail and CPG brands. Healthcare marketers are hopeful that CVS, given its history, creates opportunities for pharma brands as well. We will watch the CVS Media Exchange closely.

Source: CMI/Compas “The Scoop” eNewsletter