Walmart Connect is expanding its audience data offering into YouTube streaming inventory through Display & Video 360, allowing advertisers to target Walmart audiences more precisely while tying campaigns back to shopping behavior and sales outcomes.

Google and Walmart link YouTube ads to sales: DV360 taps Walmart data to tie video spend to checkout results, tightening commerce attribution.

Walmart Connect opens up: The company is extending first-party data beyond its DSP, tying off-site buys to in-store sales.

Retail media gets interoperable: Walmart Connect plugs into Yahoo and Magnite, bringing purchase data to open CTV workflows.

Walmart’s ad engine revs higher: Revenues jump 37% as digital, in-store, and CTV knit commerce and media into one buy.

Roku turns CTV into checkout: Its new platform ties 100 million homes to retailer sales data, letting brands buy, measure, and transact in one closed loop.

Social media is emerging as a key growth channel for retail media networks (RMNs) as they expand beyond their owned properties.

Both retailers are enhancing attribution capabilities as marketers demand better measurement.

Walmart’s ad business is entering its scale phase: Growth is moderating, but monetization is broadening across search, display, offsite, and CTV.

Canada’s retail media market is accelerating as ecommerce demand fuels ad growth. Search still anchors performance. But display, video, and off-site formats are gaining, reshaping how advertisers balance scale with diversification.

Mexico’s digital ad market is rapidly transforming as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive.

As budgets consolidate and scrutiny intensifies, retail media networks are being asked to prove their value in the same way that the rest of digital media does. That shift was on full display at CES, where platform updates from Albertsons, DoorDash, Instacart, and Walmart Connect signaled a deeper evolution underway. Rather than chasing more inventory or novel formats, retail media players are investing in the foundational capabilities that underpin long-term credibility: measurement, data access, and intelligence.

This FAQ addresses how retail media works, who the major players are, and what marketers should consider when allocating budgets.

Walmart's latest genAI tools simplify campaign creation and optimization, helping advertisers prepare for a future shaped by AI-driven discovery.

Walmart finalized its Vizio acquisition one year ago, a move that clearly telegraphed its advertising ambitions and positioned it to be a dominant retail media player. Vizio considerably strengthens Walmart’s pitch to advertisers by giving it more opportunities to get in front of engaged audiences and providing more data for better targeting and measurement. Walmart’s newfound CTV capabilities also help establish the retailer as a full-funnel ad solution, increasing its appeal to both endemic and nonendemic brands.

Latin America’s digital ad market is transforming as new formats, channels, and players emerge. Understanding the market forces, challenges, and opportunities driving these shifts is key to staying competitive in this fast-evolving landscape.

Even on the other side of its peak growth, retail media ad spending will continue expanding at a healthy pace. But almost all of the incremental spending is going to just two companies.

Walmart has expanded its Scintilla Digital Landscapes platform with new capabilities that give suppliers a clearer, data-rich view of how customers move from discovery to purchase.

Retail media ad spending is booming in Latin America. Brazil and Mexico are leading the charge, with Mercado Libre outpacing in-market rivals. Here are the latest trends you need to know.

This is the first installment of our “Mexico Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.