CANNES — CVS Media Exchange (CMX) is launching a new self-service offering in partnership with The Trade Desk, as it looks to solve key challenges for clients and push the industry forward through collaborative innovation.
As the industry gathered in Cannes in June, the pair announced the pharmacy chain’s first-party data and loyalty program would power a self-serve DSP for targeting and attributing campaigns programmatically.
In this video interview with Beet.TV during Cannes Lions, Raphaela Walsh, Head of Product at CMX, explained the tie-up.
Partnership for Programmtic
“It’s ultimately (about),‘What do clients want, what are they seeking and how we could start unlocking that?’,” she tells Tameka Kee.
“Trade Desk has been a great partner and it’s a great example of doing just that, taking the innovation, taking the product, and taking the problem and creating solutions that are really going to unlock value for our clients.”
“Long-lasting partnerships are essential for success. It’s essential for innovation, and we really look for partners that have the same ambition and I call it obsession with experimentation and really being iterative of changing the game,” Walsh says.
Walsh says CMX selected The Trade Desk for the self-service offering because of its focus on transparency and being client-obsessed.
Outcome-Focused Product Roadmap
When it comes to defining the product roadmap, CMX is outcome-focused and always obsessed with the problem statement. “If you know the problem and you know what you’re trying to solve, it really is the mission at hand and you get everyone aligned on what that mission is. That’s what our roadmap is centered on,” Walsh says.
CMX has prioritized promoting and advocating for standardization within measurement this year. The company was first to market in aligning with IAB on standardization.
While CMX’s self-service platform with The Trade Desk is just launching, Walsh says the company is prepared to pivot if things change. “It’s not about just launching, it’s not about just hitting the mark and the day to day launches at Cannes, but it’s the next eight weeks. How do you bring it to life? How do you look at the results? How do we align on the results and just change?” Walsh says.
You’re watching coverage of Global Leadership Summit: Retail & Commerce Media, a Beet.TV Leadership Series at Cannes Lions 2024, presented by CMX, Criteo, LiveRamp & Snap. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
