Walmart Connect is pitching brands directly with lift studies as it targets holiday ad spending
Reported by Paid Media News
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News
TLDR
Walmart Connect's sales team is directly approaching brand advertisers with on-site lift studies before the holiday season, bypassing agencies.
Walmart Connect is reaching out directly to brand clients ahead of the holiday shopping season with offers of on-site brand lift studies, circumventing agency intermediaries, Digiday reports. Multiple agency executives confirmed the direct outreach to Digiday, though they declined to name affected clients. Advertisers remain skeptical about whether Walmart's lift studies can definitively answer a core retail media question: whether campaigns drive incremental sales or whether the retailer is taking credit for purchases that would have occurred anyway.
Topics:Paid Search & Advertising
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