Observed Signal · Jan 6, 2026 · Technical Release · Source: Marketecture · Impact: 3/5 · Sentiment: Positive
Walmart Connect Expands to Full-Funnel Performance
Walmart Connect is evolving from a search-driven retail media platform into a full-funnel advertising powerhouse designed to drive sales. In this Marketecture episode, Ari Paparo chats with Khurrum Malik, VP of Business and Product Marketing at Walmart Connect, about integrating on-site search, off-site media, and CTV via Vizio with closed-loop measurement to tie exposure to sales outcomes. The discussion covers expanding beyond PLA and search into brand, video, CTV, and off-site media, aided by CES previews of AI-powered ad tools, search incrementality GA, and third-party benchmarks that position Walmart Connect against digital and social norms. Takeaways include Walmart Connect’s multi-billion-dollar scale with 30%+ growth, an omni-channel footprint of 4,600+ stores and 150 million weekly shoppers, and a shift toward incrementality and IROAS as the measurement baseline rather than attribution alone. The episode also emphasizes couch-to-cart activation and the importance of true sales impact in retail media.
Walmart Connect expands into full-funnel capabilities and previews AI tools, signaling meaningful momentum in retail media.
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Key Takeaways & Evidence Grounding
- Walmart Connect is a multi-billion-dollar retail media business growing 30%+
- Walmart Connect expanding into brand, video, CTV, and off-site media beyond core PLA and search
- Vizio enables couch-to-cart activation by linking CTV exposure to Walmart sales outcomes
- CES announcements highlight AI-powered tools, search incrementality GA, and third-party benchmarks
- Walmart’s omni-channel footprint includes 4,600+ stores and 150M weekly shoppers
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Walmart Connect and Magnite Unite Retail Media with CTV
At Cannes 2026, AdExchanger interviewed Magnite and Walmart Connect about the growing convergence of retail media, CTV and programmatic advertising. The discussion highlighted how Walmart Connect’s scale (150 million customers, 4,600 stores) combined with Magnite’s premium programmatic inventory can create an omni-channel ecosystem that unifies brand storytelling and performance in CTV, with measurement extending to offline sales. Magnite emphasised a focus on durable growth rather than short-term solutions. The piece is presented as a filmed conversation available via AdExchanger’s Content Studio.
Walmart Connect: Retail DSP with Vizio CTV Inventory
Walmart Connect is Walmart’s retail media demand-side platform (DSP) that combines Walmart’s first‑party shopper data with programmatic and Connected TV (CTV) inventory. The platform is owned by Walmart Inc. and integrates CTV reach after Walmart’s acquisition of Vizio, linking more than 150 million weekly shoppers to Vizio/WatchFree+ inventory. Walmart Connect emphasizes closed‑loop measurement that traces ad exposure through to in‑store purchase. The publisher page lists the platform as a DSP and positions it at the intersection of retail media, CTV distribution, and closed‑loop attribution.
Monster Jam Primetime Series Debuts Oct 1 on FAST Platforms
Monster Jam announced that its weekly streaming series, Monster Jam Primetime, will debut on October 1, 2026, at 8 p.m. ET on the Monster Jam Channel. Two new episodes will premiere every Thursday across nine free ad-supported streaming television (FAST) platforms, including Amazon Prime Video, The Roku Channel, VIZIO WatchFree+, Pluto TV, LG Channels, Plex, Local Now, Rakuten TV, and Xumo Play. Episodes will also be available on the Monster Jam YouTube channel. The series features highlights from the 2026 season, including Racing, Skills competitions, and Freestyle, with analysis and behind-the-scenes content.
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