Walgreens Advertising Group

A leading pharmacy-focused retail media network with a differentiated health and wellness first-party data asset, competing in the mid-tier of retail media behind Amazon and Walmart but ahead of most specialty retailers.

Walgreens Advertising Group (WAG) is the retail media arm of Walgreens Boots Alliance, one of the largest pharmacy-led health and wellbeing enterprises in the United States. WAG enables consumer packaged goods (CPG) brands, pharmaceutical manufacturers, and health-focused advertisers to reach highly relevant audiences through Walgreens' extensive digital properties, in-store screens, and off-site media channels. Leveraging first-party data from over 100 million myWalgreens loyalty members and prescription data insights, WAG offers advertisers a uniquely health-centric targeting capability that few retail media networks can match. WAG's platform spans on-site display and sponsored product placements on Walgreens.com and the Walgreens app, in-store digital screens and point-of-sale media, and off-site programmatic advertising through data partnerships. The network is particularly valuable for pharmaceutical and OTC health brands seeking to reach consumers at moments of health-related intent, a differentiator from general merchandise retail media networks like Amazon Advertising or Walmart Connect. In the broader retail media ecosystem, WAG competes with CVS Media Exchange (CMX), Kroger Precision Marketing, and other pharmacy and grocery retail media networks. As retail media has become one of the fastest-growing segments in digital advertising, WAG represents a strategic revenue diversification effort for Walgreens, which has faced headwinds in its core pharmacy business. The network's health and wellness data moat positions it as a compelling option for brands in pharma, OTC health, beauty, and wellness categories.