Walmart Connect Mexico has selected Advertima to power what is expected to be the world’s largest In-Store Audience Intelligence rollout for In-Store Retail Media. The rollout will span hundreds of strategic Walmart Supercenters with thousands of Audience AI sensors, marking a significant step in how physical retail environments are measured and activated as media channels.
The deployment represents a clear evolution of Walmart Connect Mexico’s In-Store Retail Media offering. Real-time Audience Intelligence will be introduced across both digital and non-digital In-Store media touchpoints, bringing measurement and activation capabilities into the
physical store that has long been standard online and that has been a key driver behind the massive success of online Retail Media.
Performance media logic enters the physical store
Retail Media has been audience- and performance-driven online for years. In-store, this has largely not been the case.
Most physical Retail Media environments still operate with fixed placements and limited transparency, constrained by classic DOOH technology. This rollout directly addresses that gap by embedding real-time Audience Intelligence into the store, enabling In-Store media to be planned and evaluated based on audience segments rather than placements.
Advertima’s Audience AI translates always-anonymous physical shopper presence into real-time, addressable audience segments. Walmart Connect Mexico will start with three initial use cases:
- Audience measurement across non-digital In-Store promotional spaces, primarily supporting Trade and Shopper Marketing campaigns
- Audience measurement across digital In-Store media, including Digital Signage
- Real-time audience targeting on digital In-Store media via Direct I/O bookings
Together, these use cases establish a measurable and addressable foundation for In-Store Retail Media, aligned with how media buyers already plan, buy, and evaluate campaigns in digital channels.
In-store retail media designed for scale
Walmart Connect Mexico selected Advertima based on its exclusive focus on In-Store Retail Media and its ability to deliver Audience Intelligence at a hypermarket scale. Each sensor captures the shop floor in 3D over distances exceeding 30 meters and supports multi-3D
zoning, allowing a single sensor to inform multiple digital and non-digital media touchpoints in parallel.
This approach makes it possible to cover all relevant In-Store media assets across hundreds of Walmart Supercenters with thousands of audience sensors, a critical requirement given the size, layout, and operational complexity of Walmart’s hypermarket environments.
Integrating the physical store into omnichannel retail media
Walmart Connect Mexico is widely regarded as one of the players shaping the evolution of Retail Media in Latin America, setting standards for audience-based buying, measurement, and accountability at scale in the region.
At the same time, the structure of the retail market in Latin America adds an important dimension to how Retail Media strategies are defined. While eCommerce continues to grow at double-digit rates, industry sources such as eMarketer consistently show that physical retail will account for more than 80% of total retail sales, well into the next decade. The physical store, therefore, remains the dominant environment for shopper engagement and the largest long-term opportunity for Retail Media monetization.
With this rollout, Walmart Connect Mexico extends audience-based Retail Media logic into the physical store, integrating In-Store audiences into the broader omnichannel Retail Media mix alongside onsite and offsite channels. The approach reflects the economic weight of physical retail and positions In-Store Retail Media as a core pillar of Walmart Connect Mexico’s Retail Media strategy.
Executive perspectives
“Walmart Connect has always built Retail Media around audiences, performance, and measurable outcomes,” said Jonatan Fasano, Business Development Director, Walmart Connect Mexico. “When we looked at how In-Store Retail Media needs to evolve, it was clear
that the same principles must apply inside the physical store as well. Advertima demonstrated a clear understanding of what this requires in hypermarket environments, and the ability to execute it at scale in a privacy-first way.”
“Walmart Connect has shaped Retail Media like few other players in the industry,” said Iman Nahvi, Co-Founder & CEO of Advertima. “That the organization effectively defining this category aligns with our view of how In-Store Retail Media must work in the future is the strongest validation we could receive. It reinforces that Audience Intelligence—not screens—is the foundation of the next generation of Retail Media.”
A blueprint for the future of in-store retail media
As Retail Media continues to mature globally, integrating the physical store is becoming unavoidable. This rollout shows how In-Store audiences can be practically embedded into omnichannel Retail Media setups, rather than being treated as a separate or experimental
channel.
For the industry, it provides a concrete example of how In-Store Retail Media can operate under the same performance expectations as digital media.
