CVS Health Corp.

Strategic changes are turning retail media into a true contender for brand dollars, writes Sarah MacKinnon of Pentaleap.

Read about the 25 marketers who are forging the evolution of retail media and advancing connected commerce across the path to purchase.

Walmart, Sam's Club, Albertsons Cos. and others shared retail media-related advancements, collaborations and news during the month.

Direct-to-consumer brand Bubble Skincare arrived at Target with an exclusive Hydro Heroes set and earned secondary merchandising space via an account-specific endcap display.

The ad units let advertising partners get in front of shoppers actively searching in their category with high-visibility placements.

Leaders from the retailers' media networks will take the stage in May along with industry experts from Henkel, Swish Brand Experiences, Freeosk and other organizations.

Explore how retailers are elevating the category with increasingly competitive annual spring sales.

Direct-to-consumer brand Bubble Skincare arrived at Target in February with an exclusive Hydro Heroes set.