Walmart has solidified its position as a major player in retail media, earning $4.4 billion in global ad revenue in 2024. Central to this revenue are joint business plans negotiated between suppliers and Walmart, determining product display and promotional fees. Recently, Walmart's request for a 25% increase in annual advertising spends from brands has faced significant pushback. This situation illustrates the complexities of retail media expansion, raising concerns among marketers regarding the actual effectiveness of their advertising in driving sales and returns on investment.
Walmart is significantly increasing its advertising revenue, with recent demands for a 25% annual spend increase from advertisers sparking pushback from the brands.
The growth of retail media has led to questions from marketers about the effectiveness of their advertising spend and its connection to actual sales.
Walmart, with $4.4 billion in global ad revenue, utilizes joint business plans to negotiate product display and promotional costs with suppliers.
The ongoing dynamics between retailers and brands highlight the complexities of retail media growth and the challenges faced by marketers in justifying ad spends.
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