Ad buyers double down on Walmart’s retail media business as it steps out of Amazon’s shadow

As the retail media arms race continues, Walmart has strengthened its foothold, and, in doing so, it’s also stepped further out of Amazon’s shadow.

Global retail media spend is expected to surpass $150 billion this year, according to the World Advertising Research Centre’s latest forecast. Of those dollars, Amazon still holds the lion’s share. But, increasingly, Walmart is gaining ground. According to recent Digiday research, 46% of marketers said this year that they use Walmart Connect, compared with just 24% last year.

“Walmart Connect’s capabilities are certainly among the best in the retail media landscape, if not, call it tied for the best with Amazon and maybe of other players in that stratosphere,” said an agency executive who oversees digital commerce and who spoke with Digiday on the condition of anonymity.

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