The CPG Guys Building a World Class Retail Media Platform with Walmart Connect’s Jeff Clark
Jun 1, 2025
Jeff Clark, VP of Product & Commercialization at Walmart Connect, shares insights from his extensive media background. He discusses the remarkable evolution of Walmart Connect from an incubator project to a full funnel media powerhouse. Jeff elaborates on the unique advantages Walmart’s shopper data offers, emphasizing how first-party data is used to enhance ROI for advertisers. He also touches on the integration of marketplace sellers and maintaining consistent messaging for omni-channel shopping, showcasing innovative new technologies in retail.
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Early Walmart Connect Days
- Jeff Clark joined Walmart Connect when it was just a nascent project with minimal technology and team size.
- He witnessed growth from a search-based, outsourced sales model to a robust, billion-dollar retail media business.
Walmart's Unique Data Advantage
- Walmart Connect's unique strength lies in its vast shopper data captured from 4,600 stores and half of the U.S. shopping weekly.
- This omni-channel and cross-category data empowers precise and impactful retail media targeting.
Build Self-Serve And Automate
- Remove buying friction by building self-serve platforms to empower advertisers large and small.
- Use technology like machine learning and AI to optimize campaigns automatically for better results.