沃尔玛正将其广告业务拓展到电视屏幕上。周二，沃尔玛独家告诉《首席营销官内幕》杂志，广告商现在可以通过与华纳兄弟·迪斯科夫（WBD）新达成的合作伙伴关系，在线性电视上使用其购物者定向和测量数据。WBD正与派拉蒙合并，拟定新名称为“Skydance”。这一举措有助于沃尔玛更有利地争夺传统上花费在电视上的大品牌预算，以及超越通常占据沃尔玛连接广告业务最大份额的业绩营销支出。
Walmart is taking its ad business to the TV screen. On Tuesday, Walmart exclusively told CMO Insider that advertisers can now use its shopper targeting and measurement data on linear TV through a new partnership with Warner Bros. Discovery, which is merging with Paramount to form Skydance. The move positions Walmart more favorably in its pursuit of the big brand budgets traditionally spent on TV, and beyond the performance marketing spend that typically accounts for the largest share of its Walmart Connect ad business.
这也是零售媒体巨头们进一步拓展进入自有商店、网站和应用程序之外的新媒体领域的最新信号。沃尔玛向广告商的卖点是：他们可以触达数百万名购物者，并通过销售数据衡量这些广告是否推动了购买行为。这些媒体资源自然有限，因此该公司一直在加大力度帮助广告商在其他渠道定向沃尔玛购物者。2024年，沃尔玛收购了电视制造商VIZIO，帮助其挖掘连接电视广告预算。今年，该公司还收购了专注于流式电视的广告科技公司Vibe.co，这是其吆请中小型广告商的战略计划的一部分。
It's also the latest sign of retail media giants further expanding into new media beyond their own stores, sites, and apps. Walmart's pitch to advertisers is that they can reach its millions of shoppers and measure whether those ads drove purchases through its sales data. Those properties naturally have a finite amount of advertising inventory, so the company has been ramping up efforts to help advertisers target Walmart shoppers elsewhere. Walmart acquired the TV-maker Vizio in 2024, helping it tap into connected-TV ad budgets. This year, it scooped up the adtech firm Vibe.co, which also focuses on streaming TV, as part of a plan to pursue small- and medium-sized advertisers.
沃尔玛的广告收入在2025年达到64亿美元。沃尔玛连接公司业务和产品营销副总裁卡尔姆·马利克（Khurrum Malik）告诉《首席营销官内幕》杂志称，之所以达成WBD交易，是因为广告商和代理商曾请求这种能力。他表示，广告主的受众分布在CTV和线性电视之间，但广告商希望在两者上实现一致的定向和测量效果。沃尔玛的广告主可以通过其需求方平台上的私人市场交易访问这些线性广告库存。其中包括WBD旗下的TBS、TLC和TruTV等网络，当这些网络播出直播体育节目时，也可纳入其中。
Walmart's ad revenue reached $6.4 billion in 2025. Khurrum Malik, Walmart Connect VP of business and product marketing, told CMO Insider the WBD deal came about because advertisers and agencies had asked for the capability. Advertisers' audiences are split across CTV and linear, but advertisers want consistent targeting and measurement across both, he said. Walmart advertisers can access this linear inventory via a private marketplace deal on its demand-side platform. It includes WBD networks such as TBS, TLC, and TruTV, and can include live sports when those networks carry them.
沃尔玛此前曾尝试过线性电视广告：2024年，它与NBC环球合作，在感恩节直播体育节目中推出了可购物的广告。
Walmart has experimented with linear TV before: In 2024, it partnered with NBCUniversal to make "shoppable" ads available on its live Thanksgiving sports programming via Walmart's DSP.
马里克表示，他设想沃尔玛将扩展到更多非数字渠道。“我们希望先慢慢开始，然后快速推进,”马里克说。“我可以看到我们在广告主的解决方案有效时进行扩展。”沃尔玛并非孤军奋战，在快速增长的零售媒体领域追逐电视广告预算。其最大的竞争对手亚马逊——其广告业务在2025年达到680亿美元——多年来一直在将其丰富的购物数据扩展到Prime Video的流媒体电视以及通过与Netflix、迪士尼和Roku的合作伙伴关系。
Malik said he envisioned Walmart expanding into more non-digital channels. "We want to start slow and then go fast," Malik said. "I could see us scaling as the solution works for advertisers." Walmart isn't alone in chasing TV ad budgets in the fast-growing retail media space. Arch-rival Amazon — whose ad business reached $68 billion in 2025 — has spent years extending its trove of shopping data into streaming TV on Prime Video and through partnerships with Netflix, Disney, and Roku.
沃尔玛正试图通过使其数据也可通过竞争对手的广告购买工具来彼此区别开来。同时，沃尔玛还宣布，与供应方平台Magnite的合作伙伴关系使Yahoo DSP的广告主能够在Vizio和其他CTV发布商上定向其受众。此外，它还宣布沃尔玛DSP与Spotify之间在音频、视频和展示广告方面的合作伙伴关系。“我们希望让他们以他们现在购买的方式更轻松地购买，而不是强迫某人进入一个真正征服他们所有人的DSP,”马里克说。
Walmart is trying to differentiate itself by making its data available through competitor ad-buying tools, too. Also on Tuesday, Walmart announced that Yahoo DSP advertisers can target its audiences on Vizio and other CTV publishers through a partnership with the supply-side platform Magnite. Additionally, it announced a partnership between the Walmart DSP and Spotify across audio, video, and display ads. "We want to make it easier for them to buy how they buy today, instead of forcing somebody into one DSP that really conquers them all," Malik said.
他补充说：“我把我们看作是一座友好的花园。”这与需要广告主使用该平台自己的购买工具来访问其广告库存的“围墙花园”形成对比，如Meta或YouTube。埃森根营销服务首席收入官凯文·邓恩表示，他预计更多的零售媒体将“离站”到CTV和其他网页属性中。“我预计谈话将从‘我们应该加入哪些网络?’转变为‘我们如何让它们协同工作?’”邓恩说。
"I think about us as a friendly garden," he added. That's in contrast to "walled gardens" — like Meta or YouTube — that require advertisers to use the platform's own buying tools to access its ad inventory. Kevin Dunn, chief revenue officer of Experian Marketing Services, said he expects more retail media to move "offsite" into CTV and other web properties. "I expect the conversation to shift from 'which networks should we be in?' to 'how do we make them work together?'"
根据Business Insider姐妹公司EMARKETER的数据，零售媒体空间正在快速增长，今年的支出有望超过2030亿美元。然而，全球拥有200多家零售媒体网络，使得该领域变得越来越拥挤，一些广告专业人士一直呼吁对其效果的衡量建立更一致的标准和语言。
Dunn said. The retail media space is growing rapidly, with spending set to top $203 billion this year, per Business Insider sister company EMARKETER. However, with more than 200 retail media networks worldwide, the space is becoming increasingly crowded, and some advertising pros have been calling for more consistent standards and language for measuring their effectiveness.
最近对五家英国零售媒体网络的一次ISBA和MediaSense审计发现了不一致的指标，包括对“归因销售”的五种不同定义。马利克表示，沃尔玛在提供自有第一方数据的同时，也与第三方测量公司合作。“随着商务媒体融入更广泛的媒体组合，其问责制也必须随之而来。”马利克说。
A recent ISBA and MediaSense audit of five UK retail media networks found inconsistent metrics across them, including five different definitions of an "attributed sale." Malik said Walmart works with third-party measurement firms alongside offering its own first-party data. "As commerce media moves into a broader media mix, its accountability has to go with it," Malik said.