Walmart Expands Advertising Business with CTV and AI Tools
Walmart is expanding its advertising business by leveraging connected TV (CTV), artificial intelligence, self-service tools, APIs, performance-based ads, and strategic partnerships. The company aims to attract a wide range of advertisers—from small brands to large corporations—by offering scalable solutions across digital platforms like VIZIO TVs, YouTube, Meta, TikTok, Magnite, and Yahoo DSP. Walmart's advertising business is growing in tandem with its marketplace operations, which provide third-party sellers more visibility through paid search. The company sees high-margin potential from ads (over 70% margins) compared to traditional retail profits (~5%). Walmart Connect General Manager Ryan Mayward emphasized the shift toward a performance-driven ad platform and diversification of advertiser base. The VIZIO acquisition, finalized on August 4, is central to Walmart's CTV strategy. It enables advanced targeting and measurement for advertisers in TV campaigns. The company also plans to expand into non-retail advertising markets and international regions.
Topics: Advertising business expansion AI tools Connected TV (CTV) Walmart