Walmart Connect is expanding its retail media capabilities with the launch of a new self-serve onsite display platform, giving advertisers greater control and flexibility in reaching high-intent shoppers.
Powered by Walmart’s global retail technology, the platform introduces an auction-based buying model, enabling advertisers to set bids dynamically and align spend to real-time demand. Unlike traditional managed-service display, advertisers can now build and launch campaigns end-to-end within a single platform, accelerating speed to market while maintaining access to managed-service options.
Key capabilities include:
- AI-powered optimization
- Advanced targeting
- Real-time forecasting and inventory visibility
- On-demand reporting and conversion insights
To support adoption, Walmart Connect has also launched a new Onsite Display learning module within Walmart Connect Academy, available in English, French, and Mandarin.
This launch underscores Walmart Connect’s continued investment in expanding access to retail media, bringing greater control, transparency, and measurable performance to advertisers of all sizes.
“As retail media continues to evolve, advertisers are looking for more transparency in how they manage campaigns. Our Self-Serve Onsite Display Platform gives brands the flexibility to manage campaigns directly while continuing to benefit from Walmart’s trusted shopping environment and first-party insight,” said Lesley Conway, Head of Walmart Connect Canada, VP Walmart Media Group.
“This launch is part of our ongoing commitment to making Walmart Connect’s advertising ecosystem more accessible, scalable and performance driven. By leveraging Walmart’s retail technology, we’re providing advertisers with the insights and tools to better understand campaign performance throughout the shopping journey.”
Conway said the introduction of an auction-based buying model gives advertisers greater flexibility and control by allowing them to build, launch, and optimize campaigns directly within a single platform.
“Advertisers can adjust bids in real time based on campaign goals and market demand, while leveraging forecasting, inventory visibility, and on-demand reporting to monitor performance throughout the campaign lifecycle,” she said.
“For advertisers who prefer additional support, Walmart Connect’s managed-service offering remains available, giving advertisers the flexibility to choose the approach that best fits their needs.”
Conway said the platform is designed to support advertisers at every stage of their retail media journey.
“Larger brands can efficiently manage complex campaigns, while the intuitive self-serve experience lowers the barrier to entry for smaller advertisers looking to leverage Walmart Connect’s Onsite Display capabilities,” she said.
“To help advertisers get started, Walmart Connect Canada Academy offers a dedicated Onsite Display learning module in English, French and Mandarin, making it easier for brands of all sizes to build confidence and maximize platform value.”
Conway said these capabilities help advertisers maximize performance by providing greater visibility, insights, and control throughout the campaign lifecycle.
“AI-powered optimization automatically adjusts delivery toward campaign objectives, while advanced targeting helps brands connect with relevant audiences at key moments in the shopping journey,” she said.
“Combined with real-time forecasting, inventory visibility, and on-demand reporting, advertisers can monitor performance as it happens, adjust, and better evaluate the impact of their investment.”
At Walmart Connect, the focus is on helping advertisers reach shoppers when purchasing intent is high through solutions that are easy to use, measurable, and backed by Walmart’s retail expertise, added Conway.
“Our self-serve display platform gives advertisers greater choice and flexibility, supported by Walmart’s first-party insights and capabilities such as AI-powered optimization, advanced targeting, real-time forecasting, and transparent reporting – all within a single platform.”
More from Retail Insider:
