Retail media, spearheaded by Amazon and Walmart, is increasingly capturing TV advertising spend by leveraging smart TV infrastructure. Amazon utilizes AI-powered intelligence and new ad inventory in its pitches to TV ad buyers, while Walmart has partnered with Vizio to make joint offerings.
Retail media is no longer confined to commerce placements; it is increasingly part of TV ad budgets because Amazon and Walmart can sell against smart TV infrastructure. That matters for streaming ad sales because these retailers are bringing shopping data, connected-TV inventory, and direct buyer relationships into the same pitch. Amazon is emphasizing AI-powered intelligence and new inventory, while Walmart is pairing with Vizio for joint offerings. The next signal to watch is whether these TV-ad pitches expand beyond NewFronts and into broader upfront and direct-sales cycles.
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