MIAMI – 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.
“We really listen to what our clients are telling us,” Gallo said in this interview at the Possible conference. “The average supplier works with about six or more retail media networks, each covering a broad range of industries. But CVS Media Exchange is focused — deeply focused — on the health and wellness market.”
Transparent measurement and IAB standards
That specialization is shaping everything from measurement standards to media strategy. Gallo emphasized CMX’s commitment to independent reporting and compliance with industry benchmarks, noting the network’s early adoption of IAB (Interactive Advertising Bureau) guidelines.
“For far too long, retail media networks have been grading their own homework,” she said. “That’s why we’ve leaned in heavily with the IAB. We’re among the top third of retail media networks recognized for compliance with attribution standards.”
CMX’s performance data, Gallo said, isn’t only accurate but also is actionable.
“We provide clients with transparent, unbiased insights that help them make smarter decisions throughout the campaign lifecycle,” she said. “Independence drives better outcomes — period.”
Delivering performance with data-driven personalization
Part of that performance edge, Gallo said, comes from CMX Delivery, a program that merges CVS ExtraCare loyalty card data with cross-channel media strategies.
“We create tailored plans—whether that means targeting repeat buyers or re-engaging lapsed customers,” she said. “Whether someone is reading an article online, shopping on CVS.com, or watching TV on a connected device, we can meet them at every step of the shopping journey.”
Redefining in-store measurement and incrementality
One major differentiator is CMX’s investment in in-store innovation — a realm Gallo says has long been overlooked.
“In-store is still the final touchpoint for many shoppers, especially at CVS where most transactions happen offline,” she said. “So we developed a model that tracks purchases within six minutes of a shopper seeing an in-store ad.”
She added that the system uses a “balanced test-control group to eliminate bias,” and is IAB-compliant for measuring incrementality, which she calls “the best way to measure ad effectiveness.”
CMX is the first health-focused retail network to align in this way and early adopters among their brand partners are “thrilled with the results,” Gallo said.
Gallo’s advice: Stay true, stay transparent, stay creative
As retail media networks race to meet advertiser demand, Gallo’s advice is simple: “Be true to your brand. Build campaigns with your specific goals and consumers in mind. And always lead with data — actionable, unbiased, transparent data. Then innovate. Think beyond what’s been done before. We’re in a moment where creativity and accountability are no longer at odds — they’re what drive this industry forward.”
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