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Walmart Connect opens up to small and non-endemic advertisers

Walmart is expanding its retail media business to include small marketers and international suppliers.

Additionally, it is opening up Walmart Connect to brands that have not traditionally sold their products in its stores, such as automotive and financial marketers –  known as “no-endemic” marketers.

What is Walmart Connect? Walmart Connect is the rebranded media group of Walmart, serving as the advertising division of the retail giant. It offers a platform for advertisers to connect with potential customers through multiple channels, encompassing online, in-store, and sponsored media across the web.

Walmart Connect updates. The retail giant also announced several additional updates to Walmart Connect, including:

Why now? Following a highly successful year for Walmart’s ad division in 2023, with revenue soaring by 28% to $3.4 billion, the retail giant aims to incentivize advertisers to fully utilize Walmart Connect, with the hopes of boosting ad revenue even further.

Why we care. The updates are expected to fuel greater competition among marketers using Walmart Connect, which in turn may drive up costs.

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What Walmart is saying.  Rich Lehrfeld, senior VP and general manager of Walmart Connect, told AdWeek:

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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