CVS’s retail media boss wants to turn 9,000 stores into a data-driven media giant (The Drum)

By Gordon Young, Editor-In-Chief, The Drum. Rather than flashy formats or scale, retail media’s future hinges on proving measurable business impact – an imperative that Parbinder Dhariwal and CVS Media Exchange are tackling head-on by making attribution, incrementality and transparency the core of their strategy. “Retail media won’t keep growing unless we can prove it works. […]