Possible '26 Recap — Retailers Are Getting Better at This!
Loyalty-led product maturity, AI as a feature rather than the main event, and buying flexibility beyond sponsored search.
Loyalty-led product maturity, AI as a feature rather than the main event, and buying flexibility beyond sponsored search.
There was plenty of AI at Possible 2026 — CVS/CMX’s CorIQ included. But the bigger story wasn’t AI. It was maturity.
Retailers with strong loyalty programs are turning that advantage into more sophisticated product — not just for on-site campaigns, but for how media gets planned and executed across platforms.
What’s changing is how you buy. RMNs are becoming more flexible about meeting buyers where they already operate — including extensions into Google/DV360 and other DSPs — something many retailers were wary of early on.
Plus: quick hits from conversations, dinners, and people from the week.
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