Bridging the Living Room and the Store: The Trinity Strategy of AI Agents, CTV, and First-Party Data

■ Executive Summary

The retail media landscape is undergoing a seismic shift. What Walmart unveiled at CES 2026 is not merely an advertising platform upgrade—it is a declaration of a fully realized closed-loop advertising ecosystem that connects viewing data with purchase data in real-time. With weekly purchase data from 150 million omnichannel customers, viewing data from 65 million VIZIO households, and real-time optimization through AI agents, Walmart is launching an 'offline + CTV' integrated model that even Amazon cannot easily replicate.