Vendor reportTinuiti, 2026

Walmart display ad spend is concentrated onsite, with 57% of spend but only 28% of impressions, showing onsite placements are much pricier than offsite ones

Channel validation

Walmart Self-Serve Display Spend Share by Property Type – Q2 2026: Onsite: Share of Self-Serve Display Impressions and Spend (%)

Walmart Self-Serve Display Spend Share by Property Type – Q2 2026: Onsite: Share of Self-Serve Display Impressions and Spend (%)
Category	Share (%)
Impressions	28%
Spend	57%

Reader Note:: The gap between the two shares is the whole finding: 57% of spend against 28% of impressions works out to onsite inventory costing roughly three times as much per impression as offsite. The report gives the price difference as the explanation, which follows from the two shares rather than being measured separately. These are shares within Walmart display only, so nothing here compares Walmart's prices with any other retail network's.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Anonymized performance data from Tinuiti-managed advertising programs representing over $4 billion in annual digital ad spend; sample restricted to programs that remained active and maintained a consistent strategy over the periods studied; mostly same-client growth.

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Comparing yourself against a similar segment, and choosing what to test next.

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Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This was measured in one market. It may not hold where you are.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source talks about this as cause and effect — that is its reading, not a finding.

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Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Walmart display ad spend is concentrated onsite, with 57% of spend but only 28% of impressions, showing onsite placements are much pricier than offsite ones

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