Walmart Connect is making significant strides in its retail media network, offering innovative tools to advertisers and enhancing campaign performance. Recently, the company introduced its new Display Advertising API, a powerful addition to its existing ad suite. This new feature expands Walmart Connect’s reach by allowing partner agencies to seamlessly integrate onsite display ads into their platforms.
This move is part of Walmart’s broader strategy to strengthen its advertising business, which saw a 27% growth, reaching $4.4 billion in 2024. By enhancing its offerings, Walmart Connect aims to provide more effective solutions for brands looking to engage with customers across multiple touchpoints.
The Display Advertising API has significantly improved performance by integrating search and display ads in beta tests with ad tech firms like Pacvue, Skai, and DataCaciques. Walmart Connect’s Senior Vice President of Sales, Ryan Mayward, reported that customers exposed to both types were three times more likely to purchase advertised products and spent 40% more than those only seeing search ads.
The benefits were even more pronounced in specific product categories. For instance, campaigns for hardline products saw a 39% increase in sales when combining search and display ads. In contrast, categories like entertainment, toys, and seasonal products experienced a 67% sales boost with the same strategy.
Walmart Connect has introduced the Display Advertising API, allowing marketers to manage, optimize, and report display ads within their shopping app. This flexibility is particularly useful in today’s fragmented retail media landscape, where marketers must navigate multiple e-commerce platforms to reach their target audiences.
As Mayward notes, the goal of the Display Advertising API is to simplify the complexities advertisers face in managing ads across different platforms. By integrating with established ad tech companies, Walmart Connect enables a smoother process for brands, helping them maximize the impact of their advertising campaigns.
This shift is also part of a larger trend in the retail media sector, where companies are continually innovating to provide more personalized and effective advertising options. Walmart Connect’s new API represents a clear effort to meet the evolving needs of advertisers, helping them drive sales while enhancing customer experiences.
In conclusion, Walmart Connect’s Display Advertising API is a game-changer for brands aiming to boost their retail media efforts. With improved ad performance, better campaign management tools, and the ability to run integrated ads across multiple channels, Walmart Connect is solidifying its position as a leader in the evolving world of retail media.
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