The Digital Promise – Parbinder Dhariwal, CVS Media Exchange (CMX)
ExtraCare loyalty data, the CorIQ AI platform, and the “I already bought this” retargeting problem.
ExtraCare loyalty data, the CorIQ AI platform, and the “I already bought this” retargeting problem.
In this episode of The Middlemen, we sit down with Parbinder “Parbs” Dhariwal, GM & VP of CVS Media Exchange (CMX), to talk about why retail media may finally be delivering on the original promise of digital advertising.
Parbs shares how CMX is building around one of the largest loyalty datasets in retail through ExtraCare, why deterministic identity matters more than ever, and how CVS is using AI to make retail media more personalized, measurable, and operationally scalable.
Parbs also reflects on building CMX inside one of the most trusted brands in healthcare and why enterprise alignment may matter more than AI itself.
This episode is sponsored by In-Store Marketplace.
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