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# Walmart’s ad business grows 38%, fueling raised full-year guidance
- URL: https://fabric-media.ghost.io/walmarts-ad-business-grows-38-fueling-raised-full-year-guidance/
- Published: 2026-08-21T15:58:50.000Z
- Updated: 2026-08-31T14:30:34.000Z
- Description: Walmart’s global ad revenue jumped 38% in Q2, with Walmart Connect up 43% in the U.S. excluding Vizio, prompting the retailer to raise its full-year earnings guidance amid strong ecommerce and tariff refund tailwinds.
- Author: Fabric.Media Editorial
- Tags: Retail-media, Earnings

**Why it matters.** Advertising is now outgrowing ecommerce by a wide margin, giving Walmart room to push retail media margins higher and reinvest in scaling Connect against Amazon.

*Based on reporting by* [*adweek.com*](https://www.adweek.com/commerce/walmart-boosts-full-year-guidance-following-38-ads-growth/?ref=fabric-media.ghost.io) *·* [*emarketer.com*](https://www.emarketer.com/content/walmart-retail-media-strength-offsets-slowest-sales-gains-years?ref=fabric-media.ghost.io)*.*