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Walmart Connect pitches brands directly as it pushes lift studies ahead of holiday ad deals

Digiday · Kimeko McCoy · last updated

When it comes to retail media networks, there’s Amazon, Walmart and everyone else. Walmart Connect is taking a direct approach to win over even more advertisers — and they’re bypassing agencies to do it. 

Ahead of this year’s holiday shopping season, Walmart’s sales team has begun directly approaching brand clients offering on-site brand lift studies. Three agency execs told Digiday they’ve had multiple clients approached, but declined to name which clients. Walmart did not respond to a request for comment in time for publication.

Stella Rising, a digital media and marketing agency, is among them. Instead, advertisers are concerned whether Walmart’s study can answer one of retail media’s most debated questions: “Did this RMN campaign drive incremental sales or did the retailer take credit for a purchase that would have happened anyway?”

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