Advertising Strategies and Lessons


CVS Media Exchange: Just The Facts

August 26, 2020 Sarah Cavill

Shutterstock_1479442529 August 15, 2019, Brazil. In this photo illustration the CVS Health Corporation logo is displayed on a smartphone.

CVS Pharmacy, the retail division of CVS Health, has rolled out CVS Media Exchange (CMX), a platform designed to help advertisers more effectively reach new and existing customers across channels.

How Does The CVS Media Exchange Work?

In order to gain a competitive advantage in the retail digital advertising space, CMX will use the decades of first party data collected from sales and the CVS loyalty program to serve ads across channels, including in-store advertising, banner ads on, programmatic display, online video, social media and search engines. According to Digiday, “off-site placements on Google, Facebook and Instagram that use CVS data” will also be available. 

CVS consumer packaged goods (CPG) supplier partners and brands using CMX will have the ability to personalize relevant ads to the appropriate consumers at the appropriate time. 

Will Brands Be Able To Measure The Effectiveness Of Their CMX Campaigns?

Like other retailers that are launching ad platforms, CMX is also offering robust analytics that allow brands to see how their campaigns are performing. Chain Store Age explains, “The platform also offers a closed-loop (in-store and online) measurement system, plus value-addition metrics including brand sales lift, new buyer growth and brand health.”

How Is The CVS Media Exchange Beneficial For Digital Marketers?

The mix of digital and in-store channels offered by CMX can be a particularly powerful tool for digital marketers, because it allows for multichannel campaigns and can reach retailers when they are in store and looking to gain more information before making a purchase and also help reinforce brand awareness when consumers are at home. According to CVS, “76% of the U.S. population lives within five miles of one of its brick-and-mortar stores.”

Additionally, dynamic digital ad inserts, like those offered by CMX, do more than just blanket ads everywhere, instead, they allow for more refined marketing messaging based on demographics, geography, time of day and more. By offering this level of targeting, CMX is giving digital marketers more tools to reach consumers accurately, and CVS gains a foothold against the big boys like Walmart and Amazon which have thrived during the COVID-19 pandemic.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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