Walmart Connect

Second-largest retail media network in the US, behind Amazon Advertising, with significant scale across grocery, general merchandise, and omnichannel touchpoints

Walmart Connect is the retail media arm of Walmart Inc., one of the world's largest retailers. It enables brands and advertisers to reach Walmart's massive customer base of over 139 million weekly shoppers across Walmart.com, the Walmart app, and physical store locations. Leveraging Walmart's extensive first-party purchase data, Walmart Connect offers highly targeted advertising solutions that connect intent signals with actual purchase behavior, making it a powerful platform for CPG brands, endemic retailers, and non-endemic advertisers alike. Walmart Connect's product suite spans sponsored search ads, display advertising, video, and in-store digital placements such as self-checkout screens and in-store TV networks. The platform also extends off-site through programmatic partnerships, allowing advertisers to reach Walmart shoppers across the open web and connected TV. Its closed-loop measurement capabilities allow brands to directly tie ad spend to verified in-store and online sales, a key differentiator in an era of increasing demand for attribution transparency. As one of the fastest-growing retail media networks in the United States, Walmart Connect competes directly with Amazon Advertising and Kroger Precision Marketing, among others. It has invested heavily in self-serve advertising tools, DSP integrations, and API access to attract both large enterprise advertisers and smaller brands. Walmart Connect's scale, omnichannel footprint, and access to grocery and general merchandise purchase data position it as a top-tier player in the rapidly expanding retail media ecosystem.