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State of the Screens

Save Money, Advertise Better? Walmart Launches DSP

By February 5, 2021No Comments

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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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