Walmart extended a winning streak on the ad sales front last quarter as a stream of new advertisers joined its retail media offerings, including a large number of marketplace sellers on Connect in the U.S. and a 30% increase in active advertisers on Sam’s Club. Getting smaller sellers to buy more ads has been a priority for Walmart and contributes to the big-box store’s goal of creating a one-stop ecosystem, where merchants tailor their campaigns using first-party sales data to then drive more purchases via Walmart-owned platforms.
