In a company blog post, Walmart detailed plans to expand its Walmart Connect advertising platform this year, including a focus on premium ad experiences.
Walmart announced that it will begin testing on-site video advertisements on Walmart.com later in 2022. Additionally, it is developing new advertising formats for linked television and video, as well as “omni experiences” that span self-checkout screens, TV walls, in-store events, and sampling.
On the campaign management side, the chain is enhancing its targeting, search, and measurement capabilities and will implement a second-price auction approach similar to that used in programmatic bidding. Walmart is expanding its retail media business, which generates substantial revenue but also faces more competition.
