"For the moment, Walmart is playing its cards close to its chest. A spokesperson for the company declined to comment, and its execs seemingly haven't yet begun cluing in advertising partners on its long-term plans. But they can only be headed in a couple of possible directions - each one intended to further increase the $4.4 billion in global ad revenue it netted from Walmart Connect in 2024."
""Walmart's value to advertisers is first-party scale and closed-loop outcomes - not which logo powers the pipes," said one media buyer, who exchanged anonymity for candor. "The Trade Desk has been a fast way for Walmart to stand up a credible offering, but it's an awkward fit philosophically ... Walmart is a walled garden [while] TTD's pitch is the open internet," they continued. "Most advertisers aren't wed to that debate - they're focused on transparent economics and performance.""
Walmart ended its exclusivity agreement with The Trade Desk, opening access to its owned inventory and audience data beyond a single independent DSP. Walmart built one of the largest retail media operations globally and its high-margin ad business grew 46% in Q2, helping buffer broader economic uncertainty. Since 2021 The Trade Desk had been the main doorway for media buyers to access Walmart Connect's offsite targeting. Media agencies and advertisers are evaluating potential benefits as Walmart weighs options to expand DSP partnerships or pursue other strategies aimed at increasing the $4.4 billion in global ad revenue it reported in 2024.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]