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JUNE 15, 2026 |
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Walmart Connect is expanding its audience data offering into YouTube streaming inventory through Display & Video 360, allowing advertisers to target Walmart audiences more precisely while tying campaigns back to shopping behavior and sales outcomes. |
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The addition of YouTube also broadens Walmart Connect's video footprint beyond its owned properties, including VIZIO, giving advertisers another way to use Walmart audience data across connected TV (CTV) and streaming environments. |
The YouTube integration is part of Walmart Connect's broader push to make its audience data available beyond Walmart-owned channels. In May, the company announced advertisers could apply Walmart's first-party data when purchasing inventory through platforms such as Yahoo DSP. |
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The strategy reflects a larger trend across retail media, as networks look to extend shopper data into the broader open web and CTV ecosystem. |
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Walmart Connect’s share of off-site retail media ad spending is 20.7 percentage points lower than non-Amazon retail media networks, according to EMARKETER forecast data, making audience expansion and broader distribution increasingly important as competition intensifies.
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In addition, Walmart said that 52% of purchasers attributed to the median Walmart Connect off-site display campaign in 2025 were new-to-brand customers, suggesting off-site campaigns can play a role in customer acquisition as well as conversion. |
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Advertisers are sharpening their focus on retail media networks (RMNs) as a critical marketing channel, according to an April UPS report. Seventy-three percent of advertisers noted plans to spend more on RMNs in the future than they do currently, while 38% of brands have plans to increase RMN spending this year. |
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Our retail media forecast reaffirms UPS’ findings: US retail media ad spending will grow 18.7% YoY in 2026 to $71.98 billion and continue growing through 2030, when spending will exceed $113 billion. |
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Retail media’s marketing importance is growing for several reasons: |
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Retailers with strong first-party relationships, such as membership programs, are well-positioned to boost monetization while preserving the customer experience. First-party data enables precise targeting and measurement that is essential for effective campaigns.
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That data advantage gives retailers insights into what shoppers browse, add to their carts, and buy—which helps power closed-loop measurement where ad impressions are tied directly to transactions. |
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