Advertisers’ push for a unified strategy across retail media, loyalty programs, and merchandising is raising the bar on data and transparency. Paul Lentz, executive director and head of strategic development at CMX, talks with EMARKETER’s Peter Allen Clark about how insights from CVS’s 90 million ExtraCare members power precision campaigns, how its “One Heart” teamwork ties loyalty to merchandising, and how new collaborations—from The Trade Desk to social platforms—can help brands see every ad dollar’s impact.

Watch the CMX interview, then follow EMARKETER’s on-the-ground updates from the Croisette as Cannes Lions 2025 unfolds.