Walmart Inc.

Second-largest retail media network in the US, behind Amazon Advertising, and one of the top digital advertising platforms globally

Walmart Inc. operates Walmart Connect, one of the largest and fastest-growing retail media networks in the United States. Leveraging its position as the world's largest retailer with over 240 million weekly customers, Walmart Connect enables brands and sellers to reach high-intent shoppers through sponsored search, display advertising, and in-store media across Walmart.com, the Walmart app, and physical store locations. The platform combines first-party purchase data with advanced targeting and measurement capabilities to deliver highly relevant advertising experiences at scale. Walmart Connect sits at the intersection of retail and advertising technology, offering on-site sponsored products, off-site programmatic display, video advertising, and in-store activations such as self-checkout screens and TV wall placements. The platform provides closed-loop attribution, allowing advertisers to directly tie ad spend to actual sales both online and in-store — a significant differentiator in the retail media space. Walmart also acquired Vizio in 2024, adding connected TV (CTV) and SmartCast OS capabilities to its advertising ecosystem. In the broader AdTech landscape, Walmart Connect competes directly with Amazon Advertising and other retail media networks like Kroger Precision Marketing and Target's Roundel. However, Walmart's unique advantage lies in its unparalleled physical retail footprint, its grocery dominance, and its ability to connect digital ad exposure to in-store purchase behavior. The network has been growing rapidly, with advertising revenue becoming an increasingly important high-margin business segment for the company.