Walmart’s retail media network is leading the U.S. market in delivering advertising impressions, a report by Sensor Tower revealed. The big-box retailer generated a staggering 11 billion impressions in Q1, outpacing its peers significantly. Target, the second on the list, recorded fewer than 7 billion impressions. Other top performers included Chewy, The Home Depot, and Kroger.
Breaking down performance, Walmart excelled in onsite media impressions, highlighting its effective monetization of owned properties. This trend comes as retail media networks increasingly venture into offsite media to explore new revenue streams.
Sensor Tower’s analysis highlights the dominance of Walmart, the largest traditional retailer in the country, which has heavily invested in its retail media network, Walmart Connect. Strategic data-sharing partnerships with major platforms like TikTok and Disney have bolstered Walmart’s ability to engage nonendemic brands, resulting in a high volume of advertising impressions.
Specialized retailers are also showing significant growth. Retailers such as Chewy, The Home Depot, and Sephora each generated over 1 billion impressions in Q1, underscoring the scale achieved by niche players.
Personal care was the leading advertiser category with nearly 4.5 billion impressions, benefiting retailers like Ulta and Sephora. Other high-performing segments included food and beverage, pet supplies, and home and garden.
Retail media is currently the fastest-growing sector in digital marketing, despite signs of cooling momentum. WARC projects a 10.6% growth next year as trade budgets reach their limits.
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