Walmart moves to grab a bigger chunk of the TV ad business
The retail giant has struck a deal with Warner Bros. Discovery so advertisers can target Walmart shoppers on linear TV.
Walmart is expanding its reach in the TV ad market, striking a deal with Warner Bros. Discovery to offer its shopper targeting and measurement data on linear TV networks such as TBS, TLC, and TruTV. This move allows advertisers to access Walmart's data through a demand-side platform, reaching shoppers on both connected-TV and linear TV.
Walmart aims to differentiate itself from competitors like Amazon by making its data available through competitor ad-buying tools. The company is also partnering with Yahoo DSP and Spotify, highlighting its strategy to make it easier for advertisers to buy across various platforms. Kevin Dunn, chief revenue officer of Experian Marketing Services, predicts a shift towards "offsite" advertising, with more retail media moving into connected-TV and web properties.
The retail media market is booming, projected to exceed $203 billion this year, but it remains competitive with over 200 networks worldwide, necessitating more consistent standards for measuring ad effectiveness.
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