The new tool uses member shopping and engagement data to help advertisers reach more specific shopper segments with measurable performance insights. Predictive Precision Targeting connects directly into both Walmart Connect and Sam’s Club Connect, giving brands access to granular data on member purchase behavior and engagement patterns. For Walmart, the launch strengthens its advertising and marketplace ecosystem, leaning into fee-based income streams that sit alongside traditional retail sales and tap into the company’s existing high-volume traffic. The move aligns with a broader strategic narrative that higher-margin advertising, marketplace, and membership income can gradually reshape Walmart’s overall profit mix over time. Retail media networks have become a significant battleground for large retailers looking to monetize first-party data as third-party tracking becomes less reliable across the digital advertising industry.