Walmart Launches DSP

Save Money, Advertise Better? Walmart Launches DSP

Big news: Walmart Connect (formerly Walmart Media) is partnering with Trade Desk to launch their own media buying platform (DSP).

Why this matters: Walmart will be powering this new offering with their shopper data. Media buyers will be able to target inventory across the internet and checkout/display screens in their 4,500 stores.

Quote from Janey Whiteside – EVP and Chief Customer Officer @ Walmart:
“We’re going to be taking our first-party data, which we believe is unparalleled—the physical and digital part of it—and use it to drive media performance outside of our proprietary sites.”

Quick math on Walmart checkout/display screens that could deliver ads:
1) 170K screens
2) 4.5K stores
3) 38 screens/store

Other retailers with media offerings include:
1) Amazon
2) CVS
3) Kroger
4) Target

Estimated advertising revenue in 2020 according to CourtAvenue:
1) Amazon – $20B
2) Walmart – $4B

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