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

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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