Possible '26 Recap — Retailers Are Getting Better at This!

S3 E13 · May 4, 2026 · 15 min

Loyalty-led product maturity, AI as a feature rather than the main event, and buying flexibility beyond sponsored search.

Show notes

There was plenty of AI at Possible 2026 — CVS/CMX’s CorIQ included. But the bigger story wasn’t AI. It was maturity.

Retailers with strong loyalty programs are turning that advantage into more sophisticated product — not just for on-site campaigns, but for how media gets planned and executed across platforms.

What’s changing is how you buy. RMNs are becoming more flexible about meeting buyers where they already operate — including extensions into Google/DV360 and other DSPs — something many retailers were wary of early on.

Plus: quick hits from conversations, dinners, and people from the week.

What we cover

• Loyalty-led retailers pushing product maturity (not just messaging)
• AI showing up as a feature (CorIQ), not the main event
• Buying flexibility expanding beyond sponsored search
• Why extensions into DV360/other DSPs matter for real budgets
• The gap between CPG expectations and the rest of the market