--- title: Walmart Connect, Roundel, Kroger PM — RGM Training url: https://realgrowthmatters.com/training/retail-media/walmart-connect-roundel-kroger-pm/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/training/retail-media/walmart-connect-roundel-kroger-pm/ --- [Home](../../../index.html) › [Training](../../index.html) › [Retail Media](../index.html) › Walmart Connect, Roundel, Kroger PM RGM° · Training # Walmart Connect, Roundel, Kroger PM The three biggest non-Amazon retail media networks. What each does best, when to favor which, and how to plan across all three. ### What you will learn 1. [Why Walmart, Target, and Kroger together are nearly half the off-Amazon retail media market](#why) 2. [Walmart Connect: scale, omnichannel, and the Vizio CTV play](#walmart) 3. [Target Roundel: premium positioning and the self-service push](#target) 4. [Kroger Precision Marketing: 84.51° data science as a moat](#kroger) 5. [Comparing the three: when to favor which](#comparison) 6. [Planning campaigns across all three](#planning) 7. [Measurement specifics for each](#measurement) 8. [Advanced playbook](#advanced) 9. [Common mistakes](#mistakes) 10. [Operating checklist](#checklist) ## Why these three together Amazon dominates retail media. After Amazon, the next three by US ad revenue are Walmart Connect, Target Roundel, and Kroger Precision Marketing — together representing roughly half of all non-Amazon retail media spend in the US. Each network has a distinct shopper, distinct data assets, and distinct ad surfaces. Mastering all three is required for any CPG, grocery, or general-merchandise brand at scale. ## Walmart Connect Walmart Connect is the second-largest retail media network in the US, with approximately $3–4B in 2024 ad revenue and growing 25–35% annually. Its strategic position: scale (Walmart sells ~25% of US grocery and ~10% of total US retail) plus omnichannel data (in-store loyalty plus app plus walmart.com) plus a fast-developing CTV play through the Vizio acquisition. ### Ad surfaces - **Sponsored Products.** The workhorse format. Auction-driven sponsored search placements on walmart.com and the Walmart app. - **Sponsored Brands.** Banner format with brand creative + curated SKUs. - **Sponsored Video.** In-feed video on walmart.com and app. - **On-site display.** Banner ads across walmart.com. - **Walmart DSP.** Off-site programmatic powered by The Trade Desk infrastructure with Walmart shopper data. - **Vizio CTV inventory.** Post-acquisition, Walmart Connect integrates Vizio's smart TV inventory with Walmart shopper audiences. This is a major competitive advantage for the network. - **In-store screens.** Self-checkout, end-cap, and entry-area digital screens at Walmart locations. - **Off-site social.** Walmart audience extensions onto Meta and TikTok where available. ### What Walmart Connect does best - **Scale.** The largest US retailer's shopper footprint; ~150M weekly customers across stores and digital. - **Omnichannel measurement.** Walmart Connect Insights ties online ad exposure to in-store purchase through Walmart Pay and loyalty signals. - **CTV addressability.** Vizio's ACR (automatic content recognition) data + Walmart shopper data = household-level CTV targeting precision few competitors can match. - **Mass-market and value-tier brand support.** Walmart shoppers skew slightly lower HHI than Target; mass brands and private label compete here. ### Operational notes - API access available through Walmart Connect API; partners (Pacvue, CommerceIQ, Skai, Flywheel) support bid management. - Match-type options for sponsored search: broad, phrase, exact — same logic as Amazon. - Sponsored Brands video is a strong growing format; allocate test budget. - Walmart DSP self-service requires partnership; managed service available for smaller spend tiers. ## Target Roundel Target Roundel is Target's media business, named after the brand's iconic bullseye. Strategic position: a smaller but more premium-positioned shopper than Walmart, with a self-service platform that's investing heavily in growth. ### Ad surfaces - **Native search ads.** Sponsored placements on target.com search results. - **On-site display.** Across target.com. - **Roundel Programmatic.** Off-site display, video, and CTV powered by Target's first-party shopper data via The Trade Desk. - **Roundel Self-Service.** Launched 2022–23; self-managed platform for direct campaign control. - **Connected TV (Roundel CTV).** Growing CTV inventory with Target shopper audience overlay. - **In-store digital.** Target's in-store screen network at endcaps, entry areas, and self-checkout. - **Co-branded campaigns.** Native partnerships with editorial properties (e.g., New York Times) using Target shopper audience. ### What Target Roundel does best - **Premium shopper.** Target shoppers index higher on HHI, education, and digital-savvy than Walmart. Better fit for premium brands. - **Digital-first omnichannel.** Target's app and same-day services (Drive Up, Shipt) generate rich first-party data. - **Brand-safe inventory.** Roundel curates off-site placements heavily for brand safety; appeals to premium advertisers. - **Co-branded content.** Roundel runs custom content programs with editorial partners that pure DSP buying can't replicate. ### Operational notes - Self-service platform is newer than Amazon DSP or Walmart Connect; expect feature gaps that close quarterly. - Minimum spend commitments for managed Roundel programmatic typically $25k+; lower thresholds via self-service. - Sponsored search on target.com is auction-driven similar to Amazon; integrations available via major bid-management platforms. - Drive Up and Shipt integration creates unique cart-abandonment and replenishment audiences not available elsewhere. ## Kroger Precision Marketing Kroger Precision Marketing (KPM) is built on top of 84.51°, Kroger's data-science subsidiary that's been refining loyalty-card-driven analytics since the mid-2000s (it began as dunnhumby USA). The strategic position: not the largest by revenue but arguably the deepest data assets in US retail media. ### Ad surfaces - **On-site sponsored placements.** Sponsored product ads on Kroger.com and the Kroger app. - **KPM Off-site.** Programmatic display and video targeting Kroger loyalty-card audiences. - **KPM CTV.** Growing CTV inventory with Kroger audience overlay. - **Audio.** Programmatic audio with Kroger shopper data. - **Coupons & offers.** Digital coupons delivered to shoppers through Kroger app and email, attributable at the basket level. - **In-store integration.** Edge shelf-edge digital signage in select Kroger stores (still scaling). - **Banner-level activations.** Kroger's family of brands (Fred Meyer, Ralphs, Fry's, King Soopers, Smith's, etc.) each accessible through KPM. ### What KPM does best - **Loyalty-card data depth.** Multi-year household-level purchase history across the Kroger family of banners. Best-in-class for grocery CPG. - **Predictive audience science.** 84.51°'s data science produces audience segments (e.g., "households likely to enter pet food category in next 90 days") that competitors can't match. - **Trip-level basket context.** Audiences built around specific basket patterns (e.g., taco-night basket, breakfast-protein basket) drive contextually relevant creative. - **Closed-loop in-store measurement.** Loyalty card means even in-store-only buyers are measured against off-site digital exposure. ### Operational notes - CPMs are typically higher than Amazon or Walmart, reflecting data quality. Plan budget accordingly. - KPM is managed-service-first; self-service options exist but most spend goes through KPM account teams. - Best for brands sold at Kroger banners; less useful if your distribution doesn't include Kroger family stores. - 84.51° offers consulting services beyond media — assortment, pricing, category management. Worth exploring as part of a partnership. ## Comparing the three: when to favor which | Factor | Walmart Connect | Target Roundel | Kroger PM | | --- | --- | --- | --- | | Scale | Highest non-Amazon | Mid | Mid-high in grocery | | Shopper income skew | Lower-mid | Higher | Mid-high | | Data depth | Strong, growing | Strong, digital-first | Best-in-class for grocery | | CTV maturity | Strong (Vizio integration) | Growing | Growing | | Self-service maturity | Mature | Newer | Limited; managed-first | | CPM | Mid | Mid-high | High | | Best for | Mass-market brands, scale plays | Premium brands, brand-safe placements | Grocery CPG, loyalty-driven categories | ## Planning campaigns across all three - **Distribution alignment.** Invest in retailers proportional to your distribution and category position. Strong at Kroger? Lean KPM. National Walmart-first? Lean Walmart. - **Shopper alignment.** Premium price-point product? Lean Target. Mass-market value? Lean Walmart. Grocery CPG? KPM's data is worth the premium. - **Trade marketing alignment.** Coordinate retail media with the trade team's JBP commitments. Spend that overlaps with retailer-required JBP is often co-funded. - **Off-site activation strategy.** All three offer off-site extension. Use them for closed-loop awareness rather than open-web programmatic when retailer alignment matters. - **CTV layering.** Walmart-Vizio is the strongest CTV play of the three. Roundel CTV is premium and brand-safe. KPM CTV is rich in grocery shopper data. Test all three. - **Promo amplification.** Each retailer runs major promotional events (Walmart Deals, Target Circle Week, Kroger Mega Sale). Amplify your participation with paid media during the event window. ## Measurement specifics for each | Network | Measurement features | | --- | --- | | Walmart Connect | Walmart Connect Insights for closed-loop attribution. Walmart Lift Studies for incrementality. Integration with Vizio Inscape for ACR-based CTV measurement. | | Target Roundel | Roundel Measurement for closed-loop attribution including in-store, app, and Drive Up purchases. Roundel Brand Lift Studies. Self-service reporting via Roundel platform. | | Kroger PM | 84.51° sales lift studies; multi-year cohort analysis available. KPM Sales Lift for incrementality. Integrates loyalty-card purchase data at household level. | ## Advanced playbook - **Multi-retailer narrative.** When launching a new product, coordinate Walmart, Target, and Kroger paid media in the same window to drive omnichannel awareness. Use different creative slants reflecting each shopper's mood. - **Loyalty-tier targeting at KPM.** Top loyalty tier shoppers (top 20% spend) are gold. Build campaigns specifically for them when launching premium SKUs or premium pricing. - **Drive Up cart targeting at Target.** Drive Up shoppers have different behavior (planned trips, larger baskets). Tailor creative for that mode. - **In-store screen + on-site display combo at Walmart.** Coordinated campaigns combining in-store screens and walmart.com display drive measurable lift over either alone. - **Banner-specific KPM activations.** Different Kroger banners have different shopper profiles. King Soopers (Denver) skews younger; Ralphs (LA) skews ethnically diverse. Banner-specific creative wins. - **Co-op funding maximization.** All three offer co-op funding tied to JBP commitments. Negotiate during annual planning, not at the campaign-launch moment. - **Cross-retailer audience suppression.** Don't bombard the same household across all three retailers' off-site DSPs. Coordinate frequency caps at brand level via a CDP. - **New-to-brand benchmarks per retailer.** Different retailers convert NTB at different rates. Track and optimize for NTB% per retailer separately. - **Pacvue / Skai / CommerceIQ multi-network management.** These platforms manage Walmart, Target, and (partially) Kroger from one interface. Pay for it if you're managing all three at scale. - **Quarterly executive review per retailer.** Walk your retailer account team through performance, learnings, JBP alignment quarterly. Builds the relationship that unlocks better co-op terms and beta access. ## Common mistakes - Treating all three as interchangeable — they have distinct shoppers, distinct data, distinct strengths. - Investing in Walmart Connect because "it's big" without aligning with Walmart shopper match. - Skipping KPM because CPMs look high — missing the data-quality value. - Running Roundel and treating it as just another DSP — missing the editorial and brand-safety differentiators. - No coordination with the retailer's trade team during planning — you fund the same activity twice. - One-size-fits-all creative across all three retailers. - Measuring each retailer in isolation; missing cross-retailer cannibalization. - Forgetting that Walmart-Vizio CTV is fundamentally different from open-web CTV — treating them as substitutes. - No quarterly executive review with retailer account teams — missing relationship-driven opportunities. - Allocating spend by ROAS rank without considering distribution, category fit, or strategic role. ## Operating checklist - Active program at Walmart, Target, and Kroger if your distribution supports it - Strategic role documented per retailer (scale, premium, grocery-data depth, etc.) - Trade marketing aligned on JBP commitments and co-op funding - On-site sponsored search baseline at each retailer; off-site DSP layered for awareness - CTV activation at Walmart-Vizio, Roundel CTV, KPM CTV — rotated and measured - Banner-specific creative for KPM (King Soopers, Ralphs, Fry's, etc.) where ROI justifies - Self-service and managed-service balance per retailer based on team capacity - Pacvue / Skai / CommerceIQ unified reporting if managing all three at scale - Quarterly executive review with each retailer's account team - Cross-retailer frequency cap coordination via CDP or audience suppression lists - Incrementality testing rotation across all three networks ## Sources and further reading - Walmart Connect Help Center, Walmart Connect API documentation, Vizio Ads integration documentation - Roundel by Target — platform documentation and case studies - Kroger Precision Marketing & 84.51° — data science methodology references - Pacvue, Skai, CommerceIQ, Flywheel — multi-network retail media management platforms - eMarketer / Insider Intelligence retail media network revenue forecasts - Path to Purchase Institute — multi-retailer media case studies - Tinuiti Retail Media Quarterly — cross-network benchmarks - Modern Retail and Retail Brew — weekly coverage of Walmart, Target, Kroger media programs - NielsenIQ and Circana — retailer-level category sales context - The Drum and AdExchanger — coverage of Vizio acquisition and retail media consolidation - RGM internal benchmarks — Walmart, Target, Kroger PM performance by category --- Part of the [Retail Media](../index.html) series. Continue to the next module or take the [series exam](../exam/index.html).