Walmart Connect

Second-largest retail media network in the U.S., competing directly with Amazon Advertising with unmatched brick-and-mortar reach and first-party purchase data from 139M+ weekly shoppers.

Walmart Connect is the retail media network of Walmart, one of the world's largest retailers, offering brands and sellers access to Walmart's massive customer base of over 139 million weekly shoppers across its physical stores and digital properties. Leveraging Walmart's rich first-party purchase data, Walmart Connect enables advertisers to reach highly relevant audiences at every stage of the shopping journey — from awareness to conversion — through sponsored search ads, display advertising, video, and in-store placements. The platform competes directly with Amazon Advertising and other major retail media networks, positioning itself as a full-funnel advertising solution with unmatched reach in the grocery, general merchandise, and everyday essentials categories. Walmart Connect's product suite spans on-site advertising (sponsored products, sponsored brands, and display ads on Walmart.com and the Walmart app), off-site advertising (programmatic display and video across the open web and social channels), and in-store media (self-checkout screens, in-store radio, and digital displays). The network's targeting capabilities are grounded in Walmart's proprietary shopper data, enabling closed-loop measurement that ties ad exposure directly to in-store and online purchases. This closed-loop attribution is a key differentiator in an increasingly privacy-conscious advertising landscape. As one of the fastest-growing retail media networks in the United States, Walmart Connect has been aggressively expanding its capabilities, including partnerships with demand-side platforms (DSPs), enhanced self-serve tools for advertisers of all sizes, and growing investment in connected TV (CTV) and social media integrations. It competes with Amazon Advertising, Kroger Precision Marketing, Target's Roundel, and Instacart Ads, and is widely regarded as the second-largest retail media network in the U.S. by scale and advertiser adoption.