Walmart's advertising business surged by 27% in 2024, generating $4.4 billion in revenue, as the company enhances its ad offerings. This includes the launch of a new API for Walmart Connect, enabling ad tech platforms to handle display campaigns effectively and signaling a shift from managed to self-service ad models. Advertisers see Walmart as a leading retail media network due to its evolving capabilities, competitive cost-per-thousand impressions (CPMs), and anticipated integration of streaming and connected TV features, following its acquisition of Vizio.
Walmart's ad business has experienced a remarkable 27% growth year-over-year, generating $4.4 billion in revenue for 2024, reflecting a dynamic shift in its advertising strategy.
The introduction of a new API for Walmart Connect, allowing ad tech platforms to manage tools for display campaigns, marks Walmart's transition towards a self-service ad model.
Advertisers perceive Walmart's ad offerings as competitive, thanks to its scale, low CPMs, and enhanced capabilities like measurement tracking and anticipated streaming and CTV features.
As Walmart evolves its retail media network and adds new features, the advertisers believe it has positioned itself as a leading player, just behind Amazon.
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