Ad revenue from retail media has already overtaken linear TV, but maybe it’s not so binary: in recent months, retail media has become a bigger part of TV ad buys.
This is largely happening because Amazon and Walmart—the two biggest retail media players—are harnessing their smart TV infrastructure. Amazon has pitched TV ad buyers on its offerings for several years, but Walmart made its first joint pitch with Vizio during this year’s NewFronts.
They’re doing it in different ways, though.
Amazon is pitching heavily on AI-powered intelligence and a bulky slate of new ad inventory, vp of global ad sales Alan Moss recently told ADWEEK.
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