AdvertisingIndustry ContextMonday, February 23, 20262 min read

Walmart Connect’s full-funnel ambitions come into focus, with Amazon in its sights - Digiday

Google News - Retail Media44d agowalmartamazon

Executive Summary

Walmart Connect is expanding full-funnel ad capabilities to compete directly with Amazon's retail media network, signaling major investment in upper-funnel (awareness) placements alongside its existing lower-funnel search ads. Brands and agencies running Walmart Sponsored Products will see new video, display, and off-site inventory options emerge in 2026.

Our Take

As Walmart Connect scales, CPCs on Walmart will rise as more brands shift budget from Amazon — early movers who build Walmart audience data now will have cheaper CPMs before competition drives up costs. Pull your Walmart Campaign Performance report and compare ROAS vs. Amazon; if Walmart ROAS is 20%+ higher, reallocate budget now before parity pricing kicks in.

What This Means

Walmart accelerating retail media signals platform consolidation around a duopoly (Amazon + Walmart), compressing margins for brands relying on cheap Walmart ad costs while creating new upper-funnel opportunities agencies can monetize.

Key Takeaways

Audit Walmart Connect campaigns today -- if you're only running Sponsored Products (search), activate Display and Video ad formats in Walmart Ad Center to lock in lower CPMs before category competition increases.

In the next 30 days, set up a Walmart DSP test budget (even $5K) to build first-party audience segments before Walmart's full-funnel inventory fully monetizes and floor prices rise.

Bottom Line

Walmart Connect's ad ambitions mean rising CPCs and new full-funnel inventory for sellers.

Source Lens

Industry Context

Useful background context, but lower-priority than direct platform, community, or operator intelligence.

Impact Level

medium

Walmart Connect's ad ambitions mean rising CPCs and new full-funnel inventory for sellers.

Key Stat / Trigger

No single quantitative trigger surfaced in this report.

Focus on the operational implication, not just the headline.

Relevant For

SellersAgenciesBrands

Full Coverage

Full article available at the original source.

This article does not include enough body copy to render a full editorial reading experience on MarketplaceBeta yet.

Read the original reporting

Original Source

This briefing is based on reporting from Google News - Retail Media. Use the original post for full primary-source context.

View original

LinkedIn Post Generator

Style

Audience