零售媒体
Walmart Connect
沃尔玛零售媒体网络，覆盖 Walmart.com 和门店展示广告，触达美国最大零售平台购物者
主要用途
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.
所在链路
Walmart Connect is the second pillar of US retail media after Amazon, monetizing search and shelf placement where Walmart shoppers decide.
核心功能
- 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
适合谁用
- 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
新手提示
- Listing quality and retail availability gate advertising results, so confirm items are in stock and content-complete before funding campaigns.
- 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.
- If you already run Amazon ads, reuse the keyword learnings but rebuild bids from scratch, as prices and shopper behavior differ.