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Walmart shopper data will soon feed targeted ads on Disney Plus and Hulu

Initial testing of the partnership will take place soon.

“Approximately 145 million customers shop with us online and in stores weekly,” Ryan Mayward, senior vice president of retail media sales for Walmart Connect, said in a statement. At the same time, Disney will join Walmart’s Partner Lab, whose members include TikTok, Roku, NBCUniversal, and other TV and social platforms. But that’s assuming the deal goes through — privacy and competition advocates are urging the government to investigate the acquisition, warning that it “could lock in captive buyers to Walmart advertising and content channels for good.”

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