Retail media and connected TV are merging in new ways. Walmart Connect and Magnite are building a unified ecosystem. The focus is on long-term growth and measuring results across all channels.
Media and publishing professionals tracking the intersection of retail data and digital advertising are watching a major shift as Walmart Connect and Magnite move to integrate retail media with connected TV (CTV) and programmatic buying. This collaboration aims to create a single ecosystem that brings together Walmart’s 150 million customers, 4,600 stores, and premium programmatic inventory, offering new opportunities for brands and publishers to reach audiences and measure impact across both online and offline channels.
In a discussion at Cannes 2026, Mike Laband, Group SVP of Revenue at Magnite, and Khurrum Malik, VP, Business and Product Marketing at Walmart Connect, outlined how their partnership is designed to move beyond short-term advertising tactics. According to the executives, the goal is to deliver durable growth by unifying brand storytelling and performance marketing within CTV, with measurement capabilities that extend to in-store sales. This approach is intended to demonstrate what effective omni-channel advertising looks like when all elements work together.
The convergence of retail media and CTV is not just theoretical. Walmart Connect and Magnite are actively building the infrastructure to support this integration, enabling advertisers to leverage Walmart’s scale and Magnite’s programmatic expertise. This development follows a broader industry trend, as seen when Walmart acquired a streaming ad platform to deepen its presence in connected TV-a move detailed in coverage of Walmart’s $1 billion investment in Vibe.co.
