Walmart Connect

What Walmart Connect does

Walmart Connect is the retail media division of Walmart Inc. (NYSE: WMT), providing advertising solutions that enable brands to reach approximately 150 million weekly U.S. customers across Walmart's 4,600+ stores, digital properties, and connected TV inventory. The platform spans a full advertising stack: Sponsored Products, Sponsored Brands, and Sponsored Videos for keyword-targeted and shoppable video placements on Walmart's site and app; Onsite Display formats (Gallery, Brand Box, Marquee, Skyline, Tile) across digital properties; Offsite Media extending reach to social, streaming, and CTV; Store Ads including in-store Deli screens across 17,000+ digital screens; and Brand Shop and Shelf virtual storefronts. Programmatic activation is enabled through Walmart DSP (built with The Trade Desk) and the Connect Select curated marketplace, with offsite access via Yahoo DSP and Google DV360 integrations. AI capabilities include Sparky (conversational shopping agent), Marty (advertising campaign assistant), and Automated Creative Generator (80% production time reduction). The Scintilla Media Data Feed API externalizes approximately 500 first-party data elements to agency and tech partners.

Revenue is generated primarily through cost-per-click advertising on Sponsored Products, Sponsored Videos, and Sponsored Brands, alongside display, programmatic, and in-store advertising engagements. Pricing is quote-based and not publicly disclosed; SMBs access the platform via self-serve Ad Center with usage-based pay-as-you-go billing, while enterprise engagements involve multi-year contracts with negotiated rates and minimum commitments. The customer base spans SMB marketplace sellers (Sweet Hearts, Priority Tire, NuTrail, TruBar, Cook with Color, Chomps), mid-market brands, and major CPG enterprises (Danone, PepsiCo, Mondelez, Chobani, Lavazza, Hanes, OXO). Walmart Connect reported $6.4 billion in advertising revenue for FY2025 (ended January 31, 2026), representing 46% YoY growth, and reportedly accounts for approximately one-third of Walmart's operating income as of Q3 2024.

Name

Walmart Connect

Legal name

Walmart Inc.

Website

https://walmartconnect.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

Walmart Connect is Walmart Inc.'s retail media division, enabling brands of all sizes to advertise across Walmart's site, app, 4,600+ stores, and connected TV inventory—reaching 150M+ weekly U.S. customers through sponsored products, display, offsite media, CTV, and AI-powered tools on closed-loop measurement.

Ownership category

akta.pro rank

Product category

Retail Media Advertising

NAICS

Warehouse Clubs and Supercenters (455211)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Retail Media Networks & Commerce Advertising (BPAMALAL)

Keywords

• Retail media
• Advertising platform
• Sponsored search
• Demand-side platform
• Omnichannel advertising

Headquarters

HQ city

San Bruno

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations

Revenue model

1. Sponsored Products: Keyword-targeted ad placements appearing in Walmart search results and item pages, charged on cost-per-click basis. Performance-driven advertising enabling products to appear when customers actively search for relevant items.
2. Sponsored Brands: Brand-focused advertising showcasing logo, story, and products in premium placements to increase reach, grow brand awareness, and attract new-to-brand buyers.
3. Sponsored Videos: Short, shoppable video ads running 5-45 seconds appearing in Walmart search results, charged on cost-per-click model with direct links to product detail pages.
4. Onsite Display: Display advertising appearing across Walmart's digital properties including homepage, search, item and topic pages, reaching customers in shopping mindset throughout their journey.
5. Offsite Media / CTV: Programmatic advertising extending reach beyond Walmart-owned properties across CTV (including Vizio), social platforms, and other inventory through partnerships with Yahoo DSP, Google DV360, and other DSPs.
6. Store Ads (Deli Screens): In-store digital advertising including Deli screens deployed across thousands of Walmart stores, enabling brands to reach customers in high-traffic physical retail locations.
7. Brand Shop and Shelf: Virtual storefront and landing pages for eligible Walmart suppliers and Marketplace brand owners to showcase their product assortment on Walmart's site and app.
8. Walmart DSP Platform Fees: Programmatic platform fees from demand-side platform operations enabling advertisers to activate Walmart audiences and measurement on offsite inventory through Magnite SSP.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Walmart Connect is a retail media advertising platform that enables brands, agencies, and CPG advertisers to purchase sponsored search, display, video, and programmatic ad placements across Walmart's owned digital properties (Walmart.com, the Walmart app) and in-store digital surfaces. The platform leverages Walmart's proprietary first-party shopper data and closed-loop measurement to help advertisers reach high-intent Walmart shoppers and tie ad exposure to actual purchases.

Product overview

Walmart Connect is a retail media platform operating as a unified platform-plus-modules architecture, serving as the advertising division of America's #1 omnichannel retailer with access to approximately 150 million weekly customers. The core advertising stack includes Sponsored Products, Sponsored Brands, and Sponsored Videos for search-based advertising; Onsite Display for display advertising across Walmart digital properties; Offsite Media for extending reach to social platforms, streaming, and CTV; Brand Shop and Shelf for virtual storefront presence; and Store Ads including Deli screens for in-store advertising. The Walmart DSP (built with The Trade Desk) provides programmatic CTV access, while Connect Select offers a curated marketplace for smaller advertisers. AI-powered capabilities include Sparky (conversational shopping agent), Marty (advertising campaign assistant), and Automated Creative Generator. Measurement is anchored by closed-loop attribution connecting ad exposure to actual Walmart purchases. The platform integrates with major SSPs (Magnite, FreeWheel, Index Exchange, PubMatic), DSPs (Yahoo DSP, Google DV360), and technology partners (Pacvue, Skai). Data access is extended via the Scintilla Media Data Feed API.

Differentiator

Problem solved

Functional benefit

Brands

• Connect Select: A curated marketplace within Walmart DSP designed to streamline access to highly relevant omnichannel inventory, with a focus on CTV, for advertisers of all sizes.
• Sparky
• Marty
• Scintilla

Products and services

• Walmart Connect Ad Platform A self-serve omnichannel advertising platform that enables brands and agencies to plan, buy, and measure ad campaigns across Walmart's owned digital and physical properties. Targeted at CPG manufacturers, brand marketers, agencies, and Walmart Marketplace sellers.
• Sponsored Search Keyword-targeted sponsored listings that appear in Walmart.com search results, allowing advertisers to bid on relevant shopper queries. Designed for brands and sellers seeking high-intent Walmart shoppers actively searching for products.
• Sponsored Products Product-level sponsored placements promoted within Walmart.com category and search pages, helping advertisers drive product discoverability and incremental sales. Targeted at brands and Marketplace sellers on Walmart.com.
• Onsite Display Advertising Banner and visual display ad placements served on Walmart.com and the Walmart app, enabling brand storytelling and promotional campaigns. Targeted at brand advertisers and agencies.
• Offsite Display Advertising Programmatic display advertising delivered on third-party publisher properties, using Walmart's first-party audience data to target Walmart's known shoppers across the open web. Targeted at brand advertisers and agencies seeking reach beyond Walmart.com.
• In-Store Digital Advertising Digital in-store advertising placements across Walmart's physical store network, including digital screens and on-shelf displays. Targeted at CPG brands and advertisers seeking to influence shoppers at the point of purchase.
• Demand-Side Platform (DSP) Programmatic demand-side platform that enables agencies and enterprise advertisers to buy Walmart Connect inventory (onsite and offsite) programmatically with advanced targeting and bidding. Targeted at media agencies and large enterprise advertisers.

Quantifiable outcome

• Marketplace advertisers generate 7X the sales of non-advertisers
• +6 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability10 records

Feature7 records

Partnerships

17 partnerships are on record, tiered core.

• ViziocoreTechnology or Integration · 23 June 2026Walmart Connect and Vizio joint shoppable TV advertising offering called One Walmart Integrated Marketing Programs, featuring premium branded content on Vizio's home screen and WatchFree+ streaming service.
• Google Display & Video 360coreTechnology or Integration · 11 June 2026Partnership enables advertisers to access Walmart's first-party omnichannel shopper audiences for YouTube campaigns through Google's DV360 platform, with measurement of how video campaigns influence shopping behavior and sales at Walmart.
• MagnitecoreTechnology or Integration · 28 May 2026Magnite serves as the supply-side platform enabling Walmart Connect to extend access to its first-party audiences through Magnite's SSP technology, activating initially across VIZIO CTV inventory. The expanded partnership enables programmatic buyer-seller agent transactions and unified campaign management.
• Yahoo DSPcoreTechnology or Integration · 28 May 2026Yahoo DSP integration enables advertisers to activate Walmart Connect audiences within their existing DSP workflow, accessing VIZIO CTV inventory through Magnite's supply-side technology for offsite campaign activation.
• PacvuecoreTechnology or Integration · 27 April 2026Integration partner enabling advertisers to plan, activate, and optimize full-funnel Walmart DSP campaigns within Pacvue's platform alongside Walmart Onsite Display and Sponsored Search.
• SkaicoreTechnology or Integration · 27 April 2026Integration partner providing Walmart DSP reporting capabilities alongside search, onsite display, and offsite media reporting for unified campaign performance views.
• AdvertimacoreTechnology or Integration · 9 January 2026Walmart Connect Mexico partnership with Swiss real-time retail media specialist Advertima deploying thousands of AI sensors across hundreds of Walmart Supercenters for in-store audience intelligence, described as world's largest in-store audience intelligence deployment.
• IntentwisecoreTechnology or IntegrationPremium Tech Partner in Walmart Connect Partner Network providing platform for Sponsored Products campaign optimization, branded keyword defense, and automation rules for bid management.
• AdAdvancecoreTechnology or IntegrationPartner agency helping advertisers run Sponsored Products ads with test-and-learn approach and optimization strategies.
• WavemakercoreTechnology or IntegrationAgency partner in Walmart Connect Partner Network that worked with Danone on full-funnel campaign strategy for Cold Foam Creamers launch.
• FlywheelcoreTechnology or IntegrationAgency partner in Walmart Connect Partner Network providing strategic partnership for Danone's omnichannel campaign delivery.
• SellCordcoreTechnology or IntegrationPremium Tech Partner in Walmart Connect Partner Network helping brands run Sponsored Products campaigns with dynamic bidding and budget optimization during key retail events.
• TeikametricscoreTechnology or IntegrationPremium+ Tech Partner in Walmart Connect Partner Network providing proprietary tools and AI-powered technology for Electronics brand clients during Back to School season.
• QuartilecoreTechnology or IntegrationPremium Tech Partner providing automation capabilities and strategic monitoring for catalog-wide Sponsored Products campaigns with granular campaign structure.
• Craft & CommercecoreTechnology or IntegrationAgency partner helping Chobani use Sponsored Brands custom image feature for visual storytelling and A/B testing of creative assets.
• Kinneberg Management Group (KMG)coreTechnology or IntegrationAgency partner helping MyProtein activate full-funnel approach across Sponsored Products, Sponsored Brands, Sponsored Videos, and Onsite Display before retail expansion.
• SkaicoreTechnology or IntegrationPremium+ Tech Partner helping Chomps launch Sponsored Search and Onsite Display campaigns with proprietary optimization technology.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Criteo: Criteo is a global commerce media platform providing retail media technology, sponsored product optimization, and audience targeting. It has a stated partnership with Walmart Connect and competes for retail media technology budgets across multiple retailers.
• The Trade Desk: The Trade Desk is a leading independent demand-side platform (DSP) for programmatic advertising. Walmart DSP was built in collaboration with The Trade Desk, and the platforms remain both partners and partial substitutes for advertisers evaluating omnichannel programmatic buying.

Direct peers

• Instacart Ads: Instacart's Carrot Ads and retail media platform monetizes CPG advertising through sponsored product placements across grocery delivery. It is a direct retail media network peer, and Walmart Connect has a stated partnership with Instacart for measurement and analytics.
• Albertsons Media Collective: Albertsons Media Collective is the retail media network of Albertsons Companies, monetizing first-party loyalty data from banners like Safeway and Vons. It competes directly with Walmart Connect for CPG brands seeking omnichannel grocery retail media reach.
• Kroger Precision Marketing: Kroger Precision Marketing is the retail media network of Kroger, monetizing first-party data from Kroger's loyalty program across onsite display, programmatic, and CTV. It competes directly with Walmart Connect for CPG brand retail media budgets in the grocery vertical.
• Best Buy Ads: Best Buy Ads is the retail media network of Best Buy, offering sponsored product placements, onsite display, and offsite media. It competes for consumer electronics brand budgets that Walmart Connect also courts.
• CVS Media Exchange (CMX): CVS Media Exchange is the retail media network of CVS Health, monetizing first-party health and wellness shopper data across onsite, offsite, and in-store formats. It is a direct peer in the retail media network category, with adjacency in pharmacy and personal care.
• Target Roundel: Target Roundel is Target's in-house retail media advertising business, leveraging Target's first-party guest data to serve display, sponsored product, and offsite media. It is a direct competitor for mid-market and enterprise CPG budgets seeking retail media scale.
• Amazon Ads: Amazon Ads is the retail media advertising arm of Amazon, offering Sponsored Products, Sponsored Brands, Sponsored Display, and now Prime Video ads. It is the largest U.S. retail media network and Walmart Connect's primary competitor for the same brand and seller advertising budgets.
• Costco Media: Costco Media is the emerging retail media network of Costco Wholesale, monetizing advertising across Costco's online properties and Kirkland Signature-driven merchandising. It is a direct peer for advertisers allocating retail media budgets across warehouse-club and mass-retail destinations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/walmart-connect

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Walmart Connect