# Walmart pitches lift studies directly to brands ahead of holiday, proving media unit maturity.

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-10-23.

Canonical: https://www.pops4.com/stash/articles/walmart-connect-2026-10-23t12-2
Subject: Walmart Connect
Tags: retail-media, measurement, b2b-sales, lift-studies

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Walmart's sales team began directly approaching brand clients offering on-site brand lift studies ahead of the 2026 holiday season, per Modern Retail, signaling a shift toward data-backed media selling.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
- LLM context: https://www.pops4.com/stash/llms.txt
- MCP endpoint, for AI agents: https://mcp.pops4.com/mcp
- Client dashboard: https://dashboard.pops4.com/
- Catalogue: 70,000+ products, 200+ brands