Case Study: CVS Pharmacy builds a trusted retail media network with LiveRamp

How CMX turned to LiveRamp, a leader in consumer privacy and data ethics, to build trust, transparency, and innovation

CVS Pharmacy turned to LiveRamp to strengthen the data foundation behind CVS Media Exchange, its retail media network. With 74 million ExtraCare members, 9,000 store locations, and a growing advertiser base, CVS needed a way to maintain trust, transparency, and compliance while supporting effective media activation and measurement.

LiveRamp provided the data collaboration infrastructure and clean room capabilities CVS Media Exchange needed to safely use first-party data, improve closed-loop measurement, and enable more customized audience targeting. As a result, CMX can now offer advertisers better attribution, more relevant campaigns, and faster collaboration with partners like Pinterest, helping drive data-driven media strategies while keeping consumer trust at the center.

CVS Pharmacy

Parbinder Dhariwal

VP and General Manager, CMX