Its retail media business announced it would be partnering with both Snap and TikTok.

• Specifically, the partnership will enable advertisers that use Walmart Connect to buy in-stream ads on TikTok and image, AR, and e-commerce ads on Snap.
• Instead of just buying ads directly on those platforms, advertisers will be able to layer on everything Walmart knows about its shoppers for targeting and measurement. It’s further growth for an ad business that brought in $2.1 billion for Walmart last year.

Advertisers will be able to serve in-feed ads on TikTok, combining that platform’s sound-on, full-screen video format with measurement and targeting from Walmart Connect.

Shoppable video platform Firework, one of the three other new Walmart Connect innovation partners, will bring supplier-funded shoppable livestreams and short shoppable videos to Walmart.com/live from advertisers including Johnson & Johnson, L’Oreal, Procter & Gamble and Unilever.