Walmart Connect

Second-largest retail media network in the U.S., competing directly with Amazon Advertising for brand and seller advertising budgets

Walmart Connect 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—over 139 million weekly shoppers—through a suite of advertising solutions spanning sponsored search, display, video, and in-store placements. Leveraging Walmart's extensive first-party purchase data, Walmart Connect offers advertisers highly targeted, closed-loop measurement capabilities that connect ad exposure directly to in-store and online sales outcomes. Walmart Connect operates across three primary channels: on-site advertising on Walmart.com and the Walmart app, off-site advertising across the open web and social platforms using Walmart's shopper data, and in-store advertising through Walmart's physical retail network including self-checkout screens, TV walls, and radio. This omnichannel approach positions Walmart Connect as a full-funnel retail media solution capable of reaching consumers at every stage of the purchase journey. As the second-largest retail media network in the United States behind Amazon Advertising, Walmart Connect is a significant and fast-growing player in the AdTech ecosystem. Its competitive edge lies in Walmart's unparalleled brick-and-mortar footprint—over 4,700 U.S. stores—combined with a growing e-commerce presence, making it uniquely positioned to bridge digital and physical retail advertising. Walmart Connect has been rapidly expanding its self-serve capabilities, DSP integrations, and measurement tools to compete more directly with Amazon's advertising business.