Walmart Connect currently offers an advertising certification program to help advertisers understand how retail media networks operate and the types of ad formats they offer.
- The program provides an introduction to retail media covering Walmart’s extensive advertising capabilities, including on-site, off-site, in-store and omnichannel ad formats. We also explore sponsored products, sponsored brands, and sponsored video ads in more detail.
- Next year, Walmart Connect will add courses on display advertising, Walmart’s demand-side platform, in-store advertising, and the new branded shop that the retailer just announced at its inaugural Seller Summit in August.
Why it’s important: According to our forecasts, Walmart’s retail media ad revenue is expected to grow 38.5% in 2024, outpacing all other retailers, including Amazon. By educating advertisers on its retail media capabilities, Walmart hopes to secure further investment from current advertiser partners and bring in new brands.
“Walmart has been on a long-standing mission to build an e-commerce platform that can support the long tail of sellers,” said our analyst Max Willens. “The company is confident that moves like this certification program, and the tools it announced at last month’s Seller’s Summit, will attract long-tail advertisers looking to use its self-service tools. It is shown that.”