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 of Amazon and Walmart—the two biggest retail media players—because both 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 the NewFronts this year.
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.