Author: Mitchell Parton

This story was first published by Digiday sibling ModernRetail

Walmart executives are beginning to take a more international approach to growing the retailer’s higher-margin businesses, such as advertising, memberships and its third-party marketplace.

On Thursday, Walmart+, the retailer’s paid membership program, launched in Canada — the first time it has been available outside of the U.S. It has some of the same benefits as its U.S. counterpart: unlimited free same-day delivery from stores on orders over $35, a discount on Express Delivery, free shipping with no order minimum from the Walmart Canada website and an ad-supported subscription to the Crave streaming service. The Canadian video platform offers original content, HBO and Max originals, CTV and Noovo series, and blockbuster films, among other content.

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This week’s Future of TV Briefing looks at how this year’s upfront sets up for outcome-based buying in future upfronts.

• The outcomes upfront
• Scott Pelley’s exit interview, Accenture Song’s Whalar acquisition and more

The outcomes upfront

Outcome-based buying isn’t coming into the upfront this year, but this could be the year that brings outcome-based buying into the upfront in the coming years.

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