Walmart Connect

#2 retail media network in the U.S., behind Amazon Advertising, leveraging Walmart's omnichannel scale and first-party shopper data

Walmart Connect (formerly Walmart Media Group) is the retail media arm of Walmart Inc., one of the world's largest retailers. It enables brands and sellers to reach Walmart's massive customer base through sponsored search ads, display advertising, and in-store media placements across Walmart.com, the Walmart app, and physical store locations. Leveraging Walmart's first-party purchase data from over 150 million weekly customers, Walmart Connect offers advertisers highly targeted, closed-loop advertising solutions with measurable sales outcomes. Walmart Connect operates as a full-funnel retail media network, competing directly with Amazon Advertising and other major retail media platforms. Its offerings span self-serve and managed service models, allowing both large CPG brands and smaller marketplace sellers to activate campaigns. The platform's integration with Walmart's omnichannel ecosystem — including Walmart+, Walmart Fulfillment Services, and in-store digital screens — gives it a unique cross-channel reach that few retail media networks can match. As retail media has become one of the fastest-growing segments in digital advertising, Walmart Connect has positioned itself as the #2 retail media network in the U.S. behind Amazon. The platform has invested heavily in programmatic capabilities, DSP partnerships, and measurement tools, including a partnership with The Trade Desk for off-site programmatic advertising. Walmart Connect's access to verified purchase data and its ability to connect ad exposure to in-store and online sales makes it a compelling proposition for performance-focused advertisers.