Walmart ended 2024 on a high note: But 2025 could tell a different story, with tariff uncertainty and economic volatility on the horizon.

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.

What’s next for retail media? The rapidly expanding ad channel is facing growing pains as the majority of RMNs struggle to keep pace with Amazon and Walmart.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Our annual Trends to Watch report for Canada highlights expected developments in the country’s media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

Walmart’s advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Even an influx of new retail media networks (RMNs) will not chip away at the share of ad spending allocated to the top two powerhouses.

Walmart Connect attracts marketers, gaining ground over Amazon: Digiday data shows that marketers are enticed by Walmart’s growth and unique ad space.

Walmart’s ad revenues grow 28% in Q3: Flipkart drives 50% international growth, while Walmart Connect expands with more marketplace sellers.

Walmart is unlikely to put Vizio data behind closed doors: A renewed measurement deal with Comscore could assuage concerns about signal loss.

Both retailers used generative AI to improve employee productivity in Q2—Walmart leveraged the tech to improve its product catalog and Target used it to enhance in-store employee tools. Target’s curbside pickup service helped it grow digital comparable sales 8.7% YoY, while Walmart’s marketplace and sales of GLP-1 drugs contributed to its 4.2% comp sales growth YoY.

Walmart's ad business drives 26% revenue growth: Walmart Connect leads with 30% increase, outpacing Amazon's ad unit.

The US consumer is holding up, according to Walmart: The retailer raised its full-year outlook after solid spending from value-seeking shoppers drove it to a Q2 earnings beat—although it warned of uncertainty heading into election season.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Walmart’s retail media network generated 11 billion impressions in Q1: The retailer is chipping away at Amazon’s dominance, despite the latter’s moves to boost non-endemic spend.

Retail media is taking Latin America’s digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers’ focus on off-site spending intensifies.

Walmart’s market share gains continued in Q1 as the retailer emphasizes value and convenience: The company continues to draw in more high-income shoppers, while its advertising and marketplace offerings boost revenues.

On today's podcast episode, we discuss how retail media is meeting the demand for full funnel campaigns, what folks are building to help with measurement, and how in-store audio can upgrade the experience. "In Other News," we talk about whether there is enough money to go around in retail media and why performance marketers are shifting their priorities to brand building. Tune in to the discussion with our analyst Sarah Marzano and Ryan Mayward, SVP of retail sales at Walmart Connect.

On today's podcast episode (part 1), we discuss why consumers are using GenAI to look up health information, how physicians feel about it, and how this stacks up against other health-related internet searches. Tune in to the discussion with our analyst Rajiv Leventhal.