Walmart is the second-biggest retail media player behind Amazon, reporting $4.4 billion in global ad revenue during 2024.
Much of that business relies on big annual commitments called joint business plans that suppliers and retailers negotiate over to determine where and how much of a brand’s products will be displayed and how much brands will pay retailers to promote their products.
Walmart recently asked advertisers to increase their annual spend by 25%—causing some brands to push back against the retailer’s asks. It’s the latest example of how retail media’s growth is sparking more questions and concerns from marketers about if their ads are driving sales.
In the newest episode of Adspeak, we reveal how Walmart got here, why Walmart is upping its ask with brands, and why there’s a growing backlash from brands. We unpack how Trishla Ostwal found and reported out this story and what it means for other retailers.
