How Walmart Connect Is Scaling Retail Media With Self-Service CTV, In-Store Screens, AI
Walmart Connect, much like the broader retail media industry, has evolved dramatically in recent years.
Ryan Mayward, senior vice president of Walmart Connect U.S., detailed the platform’s trajectory when he spoke at the Goldman Sachs Communacopia + Technology Conference earlier this month. When Mayward joined the retail media network in 2022, it functioned primarily as a managed-service "premium publisher."
"But as the marketplace started to take shape and we saw an opportunity to work with thousands and tens of thousands of advertisers, we knew that was the opportunity to build the performance advertising machine — the easy-to-buy ad platform that delivers a clear, measurable ROI," Mayward explained.
Here are several key takeaways from Walmart Connect's current expansion strategy:
Lowering Barriers With CTV
Walmart's acquisition of Vibe, a self-service CTV ad platform, opens streaming TV opportunities for small and local advertisers by lowering the high entry barriers that historically favored major brands. Local businesses can now leverage Walmart's audience and geographic data to launch targeted streaming campaigns without massive agency budgets.
Scaling Agentic Commerce & Sparky
Artificial intelligence is playing an increasingly central role in driving sales volume and customer engagement. In addition to partnering with Google and OpenAI to enable product discovery within third-party AI interfaces, Walmart is investing heavily in Sparky, its proprietary AI shopping assistant launched in June 2025.
Sparky is seeing rapid adoption and high-value customer engagement:
- User Growth: Weekly active users doubled year-over-year, growing 60% quarter-over-quarter.
- Higher Cart Value: Average order value (AOV) on Sparky trips is 40% higher than non-Sparky shopping trips.
- Intent-Driven Purchases: Customers rely on Sparky for complex, multi-item planning (e.g., hosting a tailgate party). Asking for complete occasion-based item lists provides rich intent data, allowing Walmart to deliver highly relevant sponsored recommendations.
In-Store Digital Media Innovations
Because online ads drive both digital and physical sales, Walmart Connect measures omnichannel performance across both channels. To capture in-store shopper attention, Walmart is expanding its physical media footprint:
- Perimeter & Display Screens: Digital displays across the TV wall, deli, bakery and store perimeters continue to show strong conversion for food, electronics and adjacent categories.
- Smart Endcap Screens: Walmart is currently trialing inventory- and price-aware screens at the end of aisles. These screens display real-time sponsored messages designed to draw shoppers down aisles, with a specific focus on food and consumables.
