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

This story was originally published by Modern Retail’s sister site, Digiday.

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.

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