Observed Signal · Oct 22, 2026 · Product Launch · Source: Digiday · Impact: 3/5 · Sentiment: Positive
Walmart Connect pitches brands directly with lift studies
Walmart Connect is directly approaching brand clients with on-site brand lift studies ahead of the holiday shopping season, bypassing agencies to prove ad performance and measure incrementality. This move aims to justify ad spend and position Walmart as a full-funnel partner competing with Amazon. Three agency executives confirmed to Digiday that multiple clients were approached, though names were not disclosed. The studies, offered based on advertiser spend, are costly and can take up to nine weeks for reporting, and advertisers lack independent access, leaving retailers to grade their own homework. Walmart's global ad business grew 38% in Q2 2026, and US retail media ad spending is expected to reach $69.33 billion in 2026, increasing scrutiny on ROI. This initiative signals a competitive push in retail media measurement as advertisers finalize Q4 budgets and plan for 2027.
Walmart Connect's direct pitch of lift studies highlights intensifying competition in retail media measurement, pushing the industry toward incrementality standards, which is significant for advertisers and platforms alike.
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Key Takeaways & Evidence Grounding
- Walmart Connect directly approaches brand clients with on-site brand lift studies, bypassing agencies.
- Three agency executives confirmed multiple clients were approached, but names were not disclosed.
- Lift studies are offered based on advertiser spend and can take up to nine weeks for reporting.
- Walmart's global ad business grew 38% in Q2 2026.
- US retail media ad spending is expected to reach $69.33 billion in 2026, per eMarketer.
Connected Companies & Entities
3 Entities mapped“Walmart Connect is using lift studies to prove ad performance directly to brands ahead of the holidays.”
“The move signals a tighter race with Amazon.”
“It's one of the fastest-growing RMNs, per eMarketer.”
Ontology Mapping & Concepts
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