Walmart Connect Adds “In-Store Moments” Targeting to Bridge Physical and Digital Ads

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Walmart Connect introduces a new targeting layer that lets brands activate ads based on real-time in-store behaviors — like aisle dwell time and product interaction — blending physical presence with digital precision.

Walmart is bringing retail media into the aisles. Walmart Connect launched “In-Store Moments”, a new targeting capability that allows brands to serve digital ads based on real-time shopper behavior inside Walmart stores.

The feature taps into Walmart’s first-party in-store data, including signals like aisle dwell time, product scanning, and cart additions, to trigger relevant ads across digital touchpoints — such as mobile, display, and connected TV. For example, a shopper lingering in the snack aisle might later see a targeted promotion for a featured brand on their phone or smart TV.

“In-Store Moments” is part of Walmart Connect’s broader push to close the loop between physical and digital retail media, giving advertisers a more complete view of the customer journey. It also builds on Walmart’s existing omnichannel insights, which already power targeting based on online behavior, purchase history, and demographic data.

The new capability is especially valuable for CPG brands, which often struggle to measure in-store engagement. By layering in-store signals with digital ad delivery, Walmart aims to help brands influence purchase decisions in real time—and prove ROI with greater accuracy.

With over 4,600 stores and 37 million daily in-store shoppers, Walmart is uniquely positioned to turn physical foot traffic into actionable media moments.