Walmart: Always Low Prices, Except on Ads

Retail media is a major growth area for digital marketing, and retailers like Walmart, Target, and Instacart and making huge investments to grow their ad selling businesses. But with that growth comes outsized expectations. This year, Walmart in particular has been clawing for bigger ad commitments from the companies that sell in its stores — up to 25% more from the previous year. And that’s a problem because it’s not always clear if these ads really perform. In this episode, we look at the damned-if-you-do, damned-if-you-don’t dichotomy as retail media has its financial growth spurt.

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