Walmart Connect pitches brands directly as it pushes lift studies ahead of holiday ad deals
Kimeko McCoy reports that Walmart Connect is approaching some brands directly with onsite brand-lift studies ahead of holiday media commitments. Agency sources describe growing demand for better retail-media measurement, but the story does not include results from the studies or a response from Walmart. It is a useful prompt to ask what a proposed test measures, who can configure it and when findings will arrive. Brand lift and incremental sales answer different questions, so neither should be inferred from the other.
Digiday · Published
Why make time for it?
Read this when evaluating a retail-media network’s measurement offer. The agency accounts expose practical questions about study access, reporting lag and the difference between brand effects and sales incrementality.
What to look for
- Ask whether the proposed study measures brand outcomes, incremental sales or both.
- Confirm eligibility, study setup control and reporting time before committing a holiday budget.
Keep in mind
The report relies on agency accounts of Walmart outreach. Walmart did not respond for the story, and no completed lift-study results are presented. A brand-lift study does not by itself establish incremental sales.
Take this question into the article
Which outcome would justify your retail-media investment, and can the proposed study actually measure it?
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Read the original sourceReading notes reviewed 25 Oct 2026. The publication date above belongs to the original source.