“This is where AI has tremendous opportunity—to unlock the value of creative. That’s the next frontier in retail media.” - Ryan Mayward
Retail media is rewriting the rules of brand engagement. As traditional advertising struggles to prove ROI, platforms with first-party data and omnichannel reach are seizing the spotlight. Walmart Connect is leading this transformation, blending in-store, online, and CTV into a unified strategy. In this episode, Ryan Mayward explores how Walmart’s scale and tech-forward approach are redefining how brands connect with today’s fragmented consumers.
Ryan Mayward is the SVP of Retail Media Sales at Walmart Connect, where he leads the retail giant’s media sales strategy across digital, in-store, and connected TV platforms. With previous leadership roles at Amazon and Instacart, Ryan brings a powerful blend of eCommerce, retail, and ad-tech experience to the table. At Walmart, he’s focused on leveraging first-party data and omnichannel touchpoints to drive measurable business outcomes for brands.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Walmart Connect’s Growth from Ad Seller to Retail Media Powerhouse
Walmart Connect has rapidly scaled from selling ads through partnerships to operating a sophisticated, in-house retail media business. Launched in late 2019, the team built their paid search platform from scratch using Walmart’s own tech talent, evolving from managed service to a modern, programmatic, auction-based system. They've since expanded into display and video units within the Walmart app, creating immersive experiences like branded shops and media formats beyond their own ecosystem. The takeaway? Brands now have end-to-end tools for awareness, consideration, and conversion inside one retail platform.
Closed-Loop Attribution at Scale with First-Party Data
What sets Walmart Connect apart is its unparalleled first-party data, drawn from weekly grocery trips, fashion, and general merchandise purchases across 4,600+ stores and digital platforms. This allows precise targeting and full-funnel attribution, from ad exposure to in-store or online purchase. Ryan emphasizes the importance of closed-loop measurement, where brands can see not just clicks or views, but whether they’ve acquired new customers, re-engaged lapsed ones, or driven incremental sales. For marketers, this means no more guesswork. Every ad dollar can be tied to real outcomes.
Moving Beyond the Funnel: Why Touchpoint Strategy Wins
Ryan challenges the traditional "funnel" mindset, explaining that consumer journeys are now condensed, asymmetrical, and nonlinear. At Walmart, the approach is to layer media—search, display, video, offsite, and CTV—on top of a well-defined audience to maximize impact. The more touchpoints brands activate across Walmart’s ecosystem, the more product they sell. It’s not about top vs. bottom of funnel, but consistency, relevance, and smart orchestration. Creative strategy is tailored to brand goals, not just discounts or promotions.
CTV as a Commerce Catalyst: Walmart’s Playbook
Walmart Connect has evolved its CTV strategy from experimentation to execution. After years of working with major broadcasters through its DSP, Walmart is now packaging CTV as a scalable solution for brands—with use cases that go beyond awareness. Whether it’s driving branded search, reaching net-new customers, or measuring sales outcomes, Walmart is turning CTV into a data-backed performance tool. With the addition of Vizio’s WatchFree+ inventory, Walmart can now apply its audience data across even more premium, ad-supported content—delivering targeted ads and measurable results/
Unlocking Personalization at Scale Through AI-Enhanced Creative
Ryan lays out the three ingredients of personalization: the audience, the context, and the creative. While Walmart owns audience data and context, the creative historically sits with brands, often limiting personalization due to cost and complexity. But now, AI is breaking down those barriers. Walmart is developing tools (in-house and via partners) to help brands scale dynamic, personalized messaging without the traditional production bottlenecks. Expect video, display, and native ads to adapt in real-time based on shopper segments and context. For marketers, this is the next frontier of efficiency and relevance.
