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Retail Media

Walmart Connect

Freemium

Walmart Connect is Walmart's retail media platform for reaching shoppers across its digital properties and broader advertising ecosystem. Advertisers can run sponsored search, display, video, connected television, and offsite campaigns using Walmart purchase signals, then measure outcomes such as sales, new buyers, and return on ad spend. It is most relevant to brands and marketplace sellers that distribute through Walmart and need media activity tied closely to commerce results.

Launchwalmart advertisingretail mediacommerce datasales measurement

What it does

Walmart Connect is Walmart's retail media network, selling advertising powered by purchase data from the largest US omnichannel retailer. Sponsored Products and Sponsored Brands place items in search results and category pages on Walmart's site and app, bought self-serve or through APIs and partners. Display and offsite campaigns extend Walmart audiences to the open web, social platforms, and connected TV, while in-store formats reach physical shoppers. Closed-loop measurement ties ad exposure to online and in-store sales, which is the differentiating asset given that most Walmart revenue happens in stores. Eligibility centers on brands and sellers whose products are sold at Walmart, with marketplace sellers accessing sponsored formats.

Where it fits

Walmart Connect is the second pillar of US retail media after Amazon, monetizing search and shelf placement where Walmart shoppers decide.

Core features

  • Sponsored Products and Brands on Walmart site and app
  • Onsite display and offsite audience extension including CTV
  • In-store advertising formats
  • Closed-loop measurement across online and in-store sales
  • Self-serve, API, and partner-platform buying

Best for

  • Brands and suppliers selling through Walmart stores or online
  • Marketplace sellers growing visibility on Walmart.com
  • CPG brands wanting media tied to in-store purchase data

Beginner notes

  1. Listing quality and retail availability gate advertising results, so confirm items are in stock and content-complete before funding campaigns.
  2. The auction is less saturated than Amazon's in many categories, which can mean cheaper clicks, but search volume is also lower; size expectations accordingly.
  3. If you already run Amazon ads, reuse the keyword learnings but rebuild bids from scratch, as prices and shopper behavior differ.
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Comparisons & guides featuring this tool

Concepts behind this tool

Retail Media Network

A retail media network is a retailer's owned advertising platform where brands pay to reach shoppers at the point of purchase.

Sponsored Product Ads

Sponsored product ads are pay-per-click listings that appear alongside organic results on a retailer's search and category pages.

Closed-Loop Measurement

Closed-loop measurement connects ad exposure directly to verified purchase data within the same retailer environment.

Commerce Media

Commerce media is advertising that uses shopping intent and purchase data to target buyers throughout their path to purchase, spanning retailer networks, financial data, and marketplace inventory.

In-Store Retail Media

In-store retail media is advertising displayed inside physical store locations — on screens, shelf-edge displays, and audio systems — sold by retailers to brands as an extension of their media network.

New-to-Brand (NTB)

New-to-brand (NTB) is a retail media metric that measures what share of purchases attributed to an ad were made by customers who had not bought from that brand in the past 12 months.

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Retail Media