Category: In the News

Walmart has a plan to stay profitable as President Donald Trump’s tariffs push up costs. It’s called advertising.

In the second quarter, Walmart’s ad revenue jumped 46% year over year, a number padded by the addition of Vizio, the smart TV maker it picked up last year. Strip that out, and the U.S. business still looks strong: Walmart Connect, its retail media network, grew 31%.

That’s impressive in any cycle. Right now — in a margin-squeezed retail world — it’s vital half of the retailer’s incremental profit last quarter came from advertising, membership and marketplace fees. Advertising is what lets Walmart absorb higher import costs while keeping prices low enough to pull in shoppers.

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In 2025, CTV channel operators are widening their portfolios of creator content in a bid to capture more ad dollars.

CTV companies such as Tubi, Samsung TV Plus and Netflix are leaning into creators, with all three expanding their creator offerings or announcing the production of original creator content in recent months as brands continue to raise their spending on the channel and on creators. By 2027, U.S. brands are projected to spend $13.7 billion annually on influencer marketing, according to eMarketer.

On August 14, Tubi became the latest CTV company to announce the expansion of its creator business, adding thousands of videos to its creator portfolio and hiring Kudzi Chikumbu, TikTok’s former global head of creator marketing, as a vp of creator partnerships.

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