Walmart Connect has quickly evolved from a search-driven retail media platform into a full-funnel advertising powerhouse. In this episode, Ari Paparo sits down with Khurrum Malik, VP of Business and Product Marketing at Walmart Connect, to unpack how Walmart is combining on-site search, off-site media, CTV via Vizio, and closed-loop measurement to spark real sales impact.
Khurrum shares why he joined Walmart Connect, how “couch to cart” is becoming a reality, what performance TV means for emerging advertisers, and why incrementality is the new gold standard for retail media. The conversation also previews Walmart Connect’s CES announcements, including AI-driven ad tools, search incrementality GA, and new third-party benchmarks that position Walmart Connect against digital and social media.
Takeaways
- Walmart Connect is a multi-billion-dollar retail media business growing 30%+ by focusing on sales impact, not just media delivery
- Search and PLAs remain the core, but Walmart Connect is expanding aggressively into brand, video, CTV, and off-site media
- Vizio enables true “couch to cart” activation by connecting CTV exposure directly to Walmart sales outcomes
- Incrementality and IROAS are becoming the measurement bar for retail media, not just attribution
- Walmart’s omni-channel footprint of 4,600+ stores and 150M weekly shoppers is a core competitive advantage
- CES announcements highlight AI-powered tools, search incrementality GA, and third-party benchmarks that outperform digital and social media norms
Chapters
00:00 Welcome & Introduction
00:38 Why Khurrum Joined Walmart Connect
02:18 What Is Walmart Connect Today
03:57 Beyond PLAs and Search
05:03 Scale, Brand, and Performance
06:33 Measurement and Incrementality
06:47 Vizio and “Couch to Cart”
09:30 Performance TV for Emerging Advertisers
11:09 Third-Party Measurement & Trust
13:50 CES Preview
17:10 Lightning Round
19:31 Wrap-Up
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