Walmart seeks to close the advertising loop with retail media

Sam Peña-Taylor

Walmart, the retail giant, is aiming to close the loop between advertising and sales across channels as it builds out its retail media capabilities.

Retailers are firmly aware of the advertising opportunity presented by ecommerce, which opens up their digital assets – be it dotcom platforms or mobile apps – as a means for third-party brands to reach consumers at the virtual point of purchase.

At first, the opportunity appears simple enough: sponsored online listings that can swiftly, and neatly, tie-up with a direct ecommerce purchase that leaves everybody happy, as the retailer is able to drive sales and their marketing clients are able to simply prove the efficacy of campaigns.

But one of the leaders in the space, Walmart, the US retail giant,...

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