Walmart Connect Expanded Ad Services to Live Television

The retail giant has launched new programmatic advertising capabilities for streaming and live television platforms.

Updated on Oct. 6, 2026 in Advertising

Isometric editorial illustration featuring stylized shipping containers and fiber-optic bundles, representing the integration of retail data and television advertising. — Walmart Connect has expanded its advertising programmatic services to include live linear television, allowing brands to target viewers using internal store purchase data. AI Illustration. Upload story photo >

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Walmart Connect has expanded its advertising services to include live linear television and streaming audio, bolstered by new partnerships with companies like Warner Bros. Discovery and Spotify. This move enables brands to use Walmart's proprietary audience data to target viewers and measure the impact of ads on physical store purchases.

Why it matters

By leveraging its massive consumer purchase data, Walmart aims to capture a larger share of television advertising budgets and transition its business model toward high-margin digital platforms. This strategy helps the retailer maintain growth as it shifts from a traditional low-margin grocery store into a multifaceted ad-tech provider.

Walmart Connect reported Q2 2026 revenue growth of 43% in the U.S., with overall global ad revenue up 38%. Advertising profit margins at the company are currently estimated between 70% and 80%.

The players

Walmart Connect

This is the advertising division of the retail giant that manages the company's retail media network and ad-tech partnerships.

Warner Bros. Discovery

This global media and entertainment company operates several television networks now integrated into the Walmart advertising ecosystem.

Spotify

This digital audio streaming platform is now a key partner for Walmart Connect's expanded ad services.

Yahoo DSP

This demand-side platform provides advertising technology infrastructure that facilitates programmatic ad buying for Walmart.

The details

Advertisers can now access linear inventory on networks like TBS, TLC, and Food Network through a private marketplace within the Walmart DSP. These campaigns utilize FreeWheel programmatic technology to link ad exposure directly to consumer purchase behavior at Walmart stores.

2024: Walmart acquired ad-tech firm Vibe.co and manufacturer Vizio.
Q2 2026: U.S. Walmart Connect revenue grew by 43%.
October 6, 2026: Walmart announced these expansions at its annual partner conference.

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Market Landscape

This move accelerates the broader retail industry trend of diversifying revenue through the monetization of first-party shopper data. By integrating into live television, Walmart positions itself to compete directly with legacy media agencies for high-value national brand budgets.

While these updates are targeted at corporate advertisers, consumers may notice more personalized product suggestions across their television and streaming platforms. Over time, the efficiency of these ad campaigns could influence the types of products promoted to shoppers.

The takeaway

Walmart is aggressively leveraging its vast consumer data to transform its television advertising capabilities. Shoppers can expect to see brands increasingly use their shopping habits to deliver highly targeted advertisements across more of their digital entertainment experiences.