Walmart Connect
Connects brands to Walmart's 139M+ weekly shoppers using closed-loop first-party purchase data for precise targeting and measurable, sales-driven advertising outcomes.
Last updated Jun 13, 2026 by ATDb automated enrichment
- Industry
- Retail Media / Advertising Technology
- Business Model
- Retail Media Network
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Funding
- $N/A
- Revenue Range
- $3B–$5B
- Stock Symbol
- WMT
- Parent Company
- Walmart Inc.
- API Available
- Yes
Top-three U.S. retail media network by revenue, second only to Amazon Advertising among pure retail media players
Walmart Connect (formerly Walmart Media Group) 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 across Walmart.com, the Walmart app, and physical store locations through a suite of sponsored products, display, video, and in-store advertising formats. Leveraging Walmart's rich first-party purchase data from both online and in-store transactions, Walmart Connect offers advertisers highly targeted, closed-loop measurement capabilities that connect ad exposure directly to purchase outcomes. As a retail media network (RMN), Walmart Connect competes directly with Amazon Advertising and other major retailer-owned media platforms. It has invested heavily in self-serve technology, programmatic capabilities, and off-site media extensions through partnerships with platforms like The Trade Desk, enabling advertisers to reach Walmart shoppers beyond Walmart-owned properties. The platform serves both endemic brands (those sold on Walmart shelves) and non-endemic advertisers seeking access to Walmart's audience. Walmart Connect is a significant and fast-growing player in the retail media landscape, benefiting from Walmart's scale as the largest U.S. retailer by revenue. The business has reported strong double-digit growth in advertising revenue year-over-year, positioning it as a top-three retail media network in the United States alongside Amazon Advertising and Kroger Precision Marketing. Its integration with Sam's Club Member Access Platform (MAP) further extends its reach into the membership retail segment.
Sponsored Products
Cost-per-click ads that appear in Walmart.com search results and product pages, boosting visibility for items sold on Walmart.
Sponsored Brands
Brand-level placements featuring logos, custom headlines, and product carousels to drive brand awareness on Walmart's digital properties.
Display Advertising
Banner and rich media display ads served across Walmart.com and the Walmart app, with audience targeting based on first-party data.
Video Advertising
In-stream and out-stream video ad formats across Walmart-owned digital surfaces and off-site programmatic channels.
In-Store Advertising
Digital screen placements, self-checkout ads, and in-store audio advertising across Walmart's 4,700+ U.S. stores.
Off-Site Media
Programmatic extension of Walmart audience segments to third-party publishers and platforms via DSP partnerships including The Trade Desk.
Walmart DSP
Demand-side platform enabling advertisers to activate Walmart first-party audience data across the open web programmatically.
Closed-Loop Measurement
Attribution and reporting tools that tie ad exposure to actual in-store and online Walmart purchases for ROI measurement.
- 2021Founded