CMX aligns with IAB’s Instore Retail Media: Definitions and Measurement Standards

CMX is now one of the first RMNs to align with the Interactive Advertising Bureau’s In-Store Retail Media: Definitions and Measurement Standards. 

As an active contributor to the IAB’s Retail Media Measurement Working Group, CMX helped shape the development of these guidelines. CMX is providing advertiser partners with rare in-store media performance including attributed sales, incremental sales lift ROAS, and new-to-brand buyers.

“This milestone brings new levels of transparency to in-store retail media measurement, which is increasingly important to our advertiser partners.” said Parbinder Dhariwal, vice president, general manager at CVS Media Exchange. “At CMX, we’re laser focused on creating meaningful, interactions between brands and customers, serving as a trusted partner for campaign accuracy and effectiveness. Our robust loyalty program, combined with our ability to deliver local reach at national scale, allows us to uncover more strategic consumer behavior insights, ultimately driving a deeper understanding of in-store campaign performance.”

“As retail media becomes an increasingly vital channel for brands, adopting measurement approaches rooted in transparency and consistency have never been more important,” said Collin Colburn, vice president, commerce, and retail media at IAB. “By committing to these principles, CMX is helping advance a shared goal across the ecosystem to improve confidence in in-store media measurement and support more informed, data-driven decision making.”

[Read more: CVS Media Exchange partners with The Trade Desk]

CMX’s ability to drive measurable in-store results was recently demonstrated through a partnership with a leading beverage brand. With millions of annual beverage buyers, 84% of retail sales still happening in-store (eMarketer, 2024), and the ability to tap into five million daily in-store interactions, this provided the perfect platform for this brand to tap into CMX’s in-store digital trendcaps (high traffic, in-aisle screens) to influence at the point-of-purchase and trigger impulse buys. The campaign resulted in 61% new-to-brand buyer rate and 6.44% sales lift.

This milestone serves as just one of the latest innovations CMX has made to bolster in-store offerings, following the recent launch of self-service programmatic audio.

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