Walmart Connect Becomes Programmatic & Auction Based

Adrian J Cotterill, Editor-in-Chief

Walmart is taking its retail media business to the next level by expanding the options it offers advertisers on Walmart Connect (launched back in 2021 as a revamped version of the Walmart Media Group) to enable advertisers to drive more effectiveness with their overall media spend.

Bottom line it is designed to provide advertisers the ability to serve personalized, time- and context-specific ads across customer touchpoints including media placements on in-store TV walls and self-checkout screens, Walmart digital properties, mobile devices and at corporate events.

Rich Lehrfeld, senior VP and GM, Walmart Connect, said in a blog post “Delivering these solutions to our suppliers, sellers and partners will take our retail media offering to the next level this year – but more importantly, support them better as they navigate an increasingly complex marketing landscape. It’s how we put Walmart’s purpose in motion as a people-led, tech-powered omnichannel retailer to better serve our customers and the brands that work with us.”

In a recent blog post it said that it will offer..

  • More in-store experiences: Walmart is expanding in-store demo stations and sampling, and testing more areas to reach customers, boost awareness and drive consideration.
  • Self-serve capabilities: The retailer will introduce in-store campaign management to the Walmart Ad Center, starting with TV wall ads.
  • Media partnerships: Recent pilots with Roku and TikTok are now rolling out to advertisers.

Walmart is also automating and scaling its advertising suite further to increase accessibility to more advertiser types, including API and agency partners that work with advertisers.

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