Commerce media is moving into its next phase. Walmart and Target are showing just how important advertising has become to the retail growth story, while Citi is pushing commerce media into financial services, and agencies are expanding deeper into Amazon and TikTok. Here are the moves shaping the market this week.
1. Walmart’s ad business grows 38%
Walmart’s global ad revenue grew 38% year over year in Q2, while its retail media arm, Walmart Connect, grew 43%, excluding Vizio.
The performance led Walmart to raise its full-year earnings guidance as it continues building out a commerce platform spanning in-store, ecommerce, marketplace, offsite media, and CTV. The strategy is increasingly positioning advertising as a major profit engine for the retailer—and a way to compete more directly with Amazon.
2. Target’s Roundel grows 28.6%
Target’s advertising business also grew double-digits (28.6%) year over year in Q2, generating $279 million and helping fuel a broader recovery at the retailer.
Target is also leaning into AI, with traffic from external AI platforms growing more than 3.5 times faster than the industry average and its first chief AI officer now in place.
3. ANA calls out four retail media roadblocks
Retailers have ambitious plans for advertising, but the Association of National Advertisers says a lack of measurement standards, among other factors, is standing in the way. Read the ADWEEK story here.
4. Citi deepens its commerce media bet
Citi agreed to acquire Kard, bringing a commerce media and rewards platform into its U.S. consumer cards business. Kard connects financial institutions, merchants, and brands through transaction data and personalized rewards, giving Citi another way to turn its 70 million cardmembers into a commerce media audience.
5. Chief Media expands Amazon and TikTok Shop expertise
Performance agency Chief Media acquired AMZ Advisers and Reach Social, adding deeper Amazon and TikTok Shop capabilities to its arsenal. The deal is another sign that commerce expertise is becoming a strategic acquisition target for agencies. Read the ADWEEK story.
