Walmart is overhauling its Walmart Connect retail media business, aiming to provide more options for advertisers to reach the company’s massive consumer base.

The hypermarkets and discount stores operator said it is automating and scaling its advertising suite further to include greater access to in-store displays, supporting non-endemic brands, and increasing international support.

Moreover, the company will explore new offsite frontiers and launch more in-store experiences, new self-serve capabilities, and media partnerships with Roku and TikTok.

For targeting and measurement, Walmart seeks to have sharper omnichannel measurement, deeper conversion and full-funnel insights, and advanced brand term targeting.

The company will also roll out more integrated marketing solutions to increase visibility and launch video, templates, and expanded discoverability.

Later this year, Walmart Connect’s partners will be able to plug into Creative Builder, a machine-learning-powered self-serve tool for building and optimising advertising creative content.

“For customers, this means new experiences to discover the right products at the right time to save money and live better,” said Walmart Connect SVP and GM Rich Lehrfeld.

“For brands, we help boost their visibility and ways to grow with Walmart.”