Walmart Unveils New Vision for Global Retail Media Business
Walmart announced an upgrade to its retail media business at the Cannes International Creativity Festival, integrating Walmart Connect and Sam's Club Connect to provide advertisers with more precise closed-loop measurement solutions through first-party data. This move signifies Walmart's acceleration in competing with Amazon in the retail media space to capture brand video advertising budgets.
What are the key facts?
- 1Business integration: Walmart Connect and Sam's Club Connect
- 2Core goal: Build a global closed-loop advertising platform
- 3Data capability: Use first-party shopping data for closed-loop measurement
What happened?
Walmart announced the integration of its global advertising business to enhance advertising efficiency for advertisers at Walmart and Sam's Club through shared technology and data capabilities. The platform emphasizes the use of first-party shopping data to achieve comprehensive advertising effectiveness measurement from online to offline, providing brands with more competitive marketing solutions.
What does this mean for cross-border sellers?
Brands selling on the Walmart platform should pay attention to the upgrades of its advertising tools, utilizing closed-loop data to optimize advertising placements and improve conversion rates.