Forget cookies, Walmart Connect wants stronger ads its own way

Walmart Connect (Walmart’s advertising arm) is expanding its reach to become a one-stop shop for brands looking to target Walmart's massive customer base.

• Walmart Connect lets advertisers to reach customers in different channels, like Walmart’s website, app, store displays, and smart TVs.

• This means that advertisers can show you ads no matter where you are in your shopping journey

The main reason they do this is because of smart targeting.

• Brands are ditching cookies and turning to retail media, the newest trend in digital marketing.

• Stores like Walmart offer better ad measurement and buying, making it an attractive option.

Take the recent partnership between Disney Advertising and Walmart Connect.

• Combining Walmart's shopper data with Disney's family-entertainment-audience insights lets advertisers target exactly them.

• A new streaming agreement with Disney opens doors for future advertising collabs.

Walmart is also making acquisitions like their recent purchase of Vizio, a smart TV manufacturer.

• Vizio gives them access to viewer data for even more effective video ads.

Walmart Connect is opening its doors to smaller businesses and international suppliers, making its platform more accessible than before.

The results speak for themselves. Walmart's advertising business is booming.

• Sales for Walmart Connect in the US grew by 26% in the first quarter of fiscal year 2025.