Walmart is getting serious about its advertising business. The retailer is launching advertising technology that lets brands use Walmart data to buy ads outside its digital platforms. Walmart will also start selling ad space on checkout and display screens, with the goal of eventually letting advertisers buy personalized ads that target shoppers. The retailer is revamping its ad sales group, adding new advertising technology for brands and selling ad space on its in-store checkout and display screens to reach consumers in stores.
The changes at Walmart Media Group, which will be renamed Walmart Connect, signal the company’s growing ambitions to diversify revenue and become a top 10 ad company in the next few years.