This week on Floor 9, we’re diving deep into the fast-changing world of retail media networks with Parbinder “Parbs” Dariwhal, VP and GM of CVS Media Exchange (CMX). With 72% of purchases now beginning within retail ecosystems and average U.S. consumers seeing 47 retail media ads daily, it’s clear we’re in a new media era—one driven by data, co-creation, and in-store innovation. Parbs joins hosts Ryan and Adam to break down how CMX is redefining retail media through partnerships with platforms like Reddit, leveraging interest-based conversations to drive brand advocacy. We also explore the collapsing purchase funnel, the rise of in-store formats like audio and end-cap screens, and the importance of transparency and first-party data in an age of “creepy” personalization. Listen now to learn why the future of retail media is collaborative, measurable, and surprisingly immersive. If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening! Hosted on Acast. See acast.com/privacy for more information.

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