The new tool connects member shopping data directly to Walmart Connect and Sam's Club Connect.
On 19 September 2026, Walmart announced that its warehouse unit Sam's Club launched Predictive Precision Targeting. The feature is designed to support first-party data advertising for brands.
The tool uses member shopping and engagement data to give advertisers measurable performance metrics. It connects directly into Walmart Connect and Sam's Club Connect, allowing brands to direct campaigns toward specific customer groups.
The rollout strengthens Walmart's fee-based revenue from advertising and marketplace services alongside its retail operations. These higher-margin units aim to shift the company's profit mix as it balances e-commerce scaling costs and logistics expenses.
The announcement comes as Walmart and several other major retailers face public scrutiny in 2026 for scaling back diversity, equity, and inclusion initiatives across their operations.
Newsletter
Markets in your inbox, weekly
LATAM-focused analysis, investing ideas, and the week in finance.
Keep reading