Amazon, Walmart push retail media deeper into TV ad budgets
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.
Key Takeaways
- Retail media ad revenue has already overtaken linear TV, but it is also showing up more often in TV ad buys.
- Amazon and Walmart are the two biggest retail media players driving the shift.
- Amazon has been pitching TV ad buyers for several years, according to the article.
- Walmart made its first joint pitch with Vizio during the NewFronts this year.
- Amazon’s pitch centers on AI-powered intelligence and a larger slate of new ad inventory, per Alan Moss.
Why It Matters
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.
Read full article at adweek.com
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