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# Walmart bets on measurement upgrades to chase Amazon in retail media
- URL: https://www.medianexis.com/walmart-bets-on-measurement-upgrades-to-chase-amazon-in-retail-media/
- Published: 2026-10-23T01:11:38.000Z
- Updated: 2026-10-23T01:11:38.000Z
- Description: eMarketer’s Grace Harmon reports that Walmart is pushing to improve its retail media measurement as a way to narrow the gap with Amazon’s ad business.
- Author: The Signals Desk
- Tags: Retail-media, Grace Harmon, Kimeko McCoy, Walmart closes retail media gap with better measurement

*Based on reporting by* [*emarketer.com*](https://www.emarketer.com/content/walmart-aims-close-retail-media-gap-with-amazon-through-better-ad-measurement?ref=medianexis.com) *—* [*Grace Harmon*](https://www.medianexis.com/tag/by-grace-harmon/) *·* [*digiday.com*](https://digiday.com/marketing/walmart-connect-pitches-brands-directly-as-it-pushes-lift-studies-ahead-of-holiday-ad-deals/?ref=medianexis.com) *—* [*Kimeko McCoy*](https://www.medianexis.com/tag/by-kimeko-mccoy/)*.*