"Providing a level of transparency around measurement and the way in which we are delivering that back to our advertisers - so we create a transparent playing field for our retail media networks - that's what's going to continue to help grow the industry," said Parbinder Dhariwal, vp and general manager at CVS Media Exchange.
CMX has upgraded its client performance dashboard to show sales attribution based on IAB-standard viewable impressions and it can now measure conversions more effectively.
CVS has been building momentum around its measurement and attribution capabilities in the RMN space as Google's third-party cookie continues to be phased out.
CMX adopted the LiveRamp data clean room offering rolled out by Pinterest, offering advertisers the opportunity to track product sales stemming from Pinterest.
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