Headline numbers
Four numbers frame the read
Every figure is a count taken from the Meta Ad Library on 16 Oct 2026 (header ~3,200 results; 2,723 cards loaded). Library totals move between page loads, so each number is approximate. None of them is a performance figure: the library publishes no impressions, spend or click data for US ads.
Launches and refresh
1,597 of 2,723 live ads started in September, the median live ad is 18 days old, and only one card is older than 90 days
Start dates are the one time signal the library gives. For Walmart they show a rolling feed, not block relaunches: 377 cards (14%) started in the last 7 days, 1,808 (66%) in the last 30, and 2,656 (98%) in the last 60. The dated cards spread over 63 distinct start days; the busiest, 9 Sep 2026, carries 257 cards, 9% of the set. The oldest live ad started on 8 Jul 2026 and has run 100 days. 16 cards started on the capture day itself.
- Started in the last 7 / 30 days
- 377 / 1808
- Running over 30 / 60 / 90 days
- 915 / 67 / 1
- Median age of a live ad
- 18 days
- Oldest ad still live
- 8 Jul 2026
Busiest start days
Counts from Meta Ad Library start dates, US filter, read 16 Oct 2026. 63 distinct start days across 2723 dated cards. Where a brand leaves winners on, a long-running ad says the advertiser kept it; it still does not say the ad performed.
The creative system
Half the page is supplier brands advertising through Walmart: 1,545 of 2,723 cards (57%) lead with one of 158 partner brands
The 2,723 cards grouped by what the ad is about, the primary archetype of the taxonomy. Each group prints verbatim quotes from the library so the grouping can be checked. 525 distinct primary texts and 321 distinct headlines run across the set; 132 primary texts appear on one card only. The largest group is partner product spotlights, retail-media placements on Walmart's own page: the advertiser line reads Walmart, the link goes to a walmart.com brand shop, and 1,342 links carry the Walmart Connect tag veh=wmc_fb. Walmart's own voice is the membership group (Walmart+, 369 cards), the seasonal sets, pharmacy and delivery, fashion, and a careers batch of 80 cards launched in the days before the read.
- 01
Partner product spotlight
1280 cards · 47% · 7440 ads551 video, 692 image, 37 carousel; median age 17 days; message: Product benefit claim (603), New or exclusive product (378); lead hook Product close-up (595); partner brands: Dove (118), Tide (99), 7 Brew (74)
Our strongest sweat defense yet, at the everyday value you love.
LOL? More like LMAO. BTS of Leah keeping dry with Degree Clinical 5X, the strongest Degree ever.
- 02
Walmart+ membership
369 cards · 14% · 2114 ads61 video, 308 image, 0 carousel; median age 24 days; message: Membership benefit (277), Free or fast delivery (71); lead hook Bold headline text (184); partner brands: Burger King (11), CITGO (2)
After school chaos? Let free same-day delivery ease some of the stress.
Game days call for Free Delivery & your choice of Peacock or Paramount+ included at no extra cost.
- 03
Seasonal and event
223 cards · 8% · 1439 ads75 video, 109 image, 39 carousel; median age 17 days; message: Seasonal moment (103), Variety and assortment (65); lead hook Seasonal cue (83); partner brands: P&G (9), VTech (6), Marvel (4)
Some toys make the list. Others basically take it over. Find this season’s Top Toys & more waiting at Walmart.
New age, new interests, new toys to obsess over. Find holiday gifts ready to drop for every age at Walmart.
- 04
Health, pharmacy and wellness
167 cards · 6% · 905 ads66 video, 77 image, 24 carousel; median age 17 days; message: Convenience and time saving (46), Product benefit claim (43); lead hook Bold headline text (38); partner brands: Moderna (13), Equate (13), Pfizer (11)
Need relief? Get meds & other pharmacy must-haves delivered without having to leave home.
Knock out the flu*
- 05
Baby and family care
126 cards · 5% · 493 ads76 video, 50 image, 0 carousel; median age 28 days; message: Product benefit claim (85), New or exclusive product (20); lead hook Lifestyle scene (45); partner brands: Enfagrow (31), Huggies (19), Pampers (16)
We love that Pampers Sensitive & Aqua Pure Wipes are fragrance free for sensitive skin. 🤍🫶🏼 #PampersPartner
#PampersPartner I love how soft they feel in my hands, making every diaper change a little easier and more gentle all around. 🤍✨️
- 06
Creator collab content
91 cards · 3% · 603 ads80 video, 11 image, 0 carousel; median age 16 days; message: Variety and assortment (22), Product benefit claim (19); lead hook Lifestyle scene (36); partner brands: Pampers (20), AG1 (5), Oscar Mayer (3)
#PampersPartner Pampers Sensitive Wipes are gentle on sensitive skin, with one wipe dispensing for less waste. ✨
#PampersPartner I love how soft they feel in my hands, making every diaper change a little easier and more gentle all around. 🤍✨️
- 07
Fashion and apparel
85 cards · 3% · 271 ads24 video, 59 image, 2 carousel; median age 25 days; message: Variety and assortment (52), New or exclusive product (10); lead hook Lifestyle scene (37); partner brands: Free Assembly (7), Scenario (5), Sa106 (3)
Fall fashion is all about playing with layers and textures, and @walmart delivered on every front. From comfortable desk days to nights out on the town, my Barrel Jeans and Free Assembly pieces make g
Fall fashion = layering and textures.
- 08
Careers and associates
80 cards · 3% · 494 ads0 video, 80 image, 0 carousel; median age 2 days; message: Job or career offer (80); lead hook Bold headline text (39)
Paychecks, perks and peace of mind with an employer you know. Now hiring hourly associates!
Your experience keeps more than freight moving. See the difference you can make as part of Walmart’s private fleet.
- 09
Beauty and personal care
67 cards · 2% · 314 ads13 video, 54 image, 0 carousel; median age 16 days; message: Variety and assortment (40), Product benefit claim (14); lead hook Product close-up (26); partner brands: Island Soap & Candle Works (5), Vaseline (4), Nexxus (3)
Three sticks for a whole season? The rookies weigh in.
who knew? shop these and more premium beauty products on walmart.com and the app @walmart #WalmartPartner
- 10
Business and services
51 cards · 2% · 161 ads9 video, 28 image, 14 carousel; median age 38 days; message: Business solution (25), Free or fast delivery (13); lead hook Bold headline text (31)
No mess is too big or too early for Walmart Express Delivery. Get what you need in an hour and as early as 7am.
More people in more places can get their Walmart favorites delivered fast with Express Delivery.
Partner-led cards on this page
1545 of 2,723 cards (57%) lead with a partner brand, 158 brands in all. The largest: Dove (119), Tide (98), 7 Brew (74), Ninja (58), Shark (57), Pampers (56), Keebler (49), Vaseline (49) . Rule: tags.brand_prominence = Partner brand leads.
Most repeated primary texts
- 72 cards Try Tide Evo Super Concentrated Laundry Detergent!
- 49 cards Meet your cherry-kissed match. Try NEW Vaseline Cherry Aura - only at Walmart!
- 41 cards Considera tu semana resuelta con Walmart+ free same-day delivery.
- 36 cards Consider your week covered with Walmart+ free same-day delivery.
- 36 cards Discover our selection of anything & everything in the Walmart app.
- 36 cards High-performance personal care products made with 98%+ natural-origin ingredients and formulated for men.
Quotes are reproduced as the Meta Ad Library showed them on 16 Oct 2026, for research and commentary. Creative work belongs to its owner.
Format and platform
59% static image, 37% video, 5% carousel; the median video is 15 seconds and 75% of cards show four platform icons
Format is read from the card as the library renders it. Of the 1,000 videos with a visible length, 362 run 10 to 15 seconds, 260 run 16 to 30 and 195 run longer than 30; 183 are under 10 seconds. Video cards are also the ones kept longest: the median live video is 28 days old against 17 days for a static image. 2,051 cards (75%) show four platform icons, 251 show one; the library names the platforms only on hover, so they are counted, not named. 1,633 cards (60%) carry Shop now; 418 (15%) have no button, most of them creator posts.
Format, 2,723 cards
Video length, 1000 videos with a visible length
Platform icons per card
Call to action
Google, Ads Transparency Center, US, 2 Oct 2026: 90000 to 100000 creatives shown in the 30 days to 2 Oct 2026; of the newest 39: 0 text, 39 image, 0 video.
Where the click goes
26% of clicks go to a brand shop page, 20% to a single product, 16% to a category
Each card carries one first outbound link. The 2,723 cards point to 292 distinct landing pages. Grouped by the path, they show what the account is built to do: brand shop pages for the partner spotlights, single product and category pages for Walmart's own merchandising, walmart.com/plus for the membership ads, careers.walmart.com for the hiring batch. 1,342 links (49%) carry veh=wmc_fb, the Walmart Connect tag that marks a brand-funded placement.
Tracking on the links: veh=wmc_fb on 1342 cards; no veh parameter on 1333 cards; veh=dsn on 42 cards; veh=brs on 6 cards .
Across channels
Three libraries, three different jobs: shoppers on Meta, candidates and community on LinkedIn, product listings on Google
The three libraries expose different fields, so they cannot be compared on one axis. Meta gives ads with start dates and placements; LinkedIn gives ads with payer names and, for EU delivery only, impression bands; Google gives advertiser entities with creative formats and first and last shown dates. On LinkedIn 116 ads matched the company page and 114 were read: 62 are careers and associate stories, 36 corporate and community, 3 shopper ads. On Google the last complete read (2 Oct 2026) put Walmart at 90,000 to 100,000 creatives shown in the US in 30 days, all of the newest 39 image creatives; the 16 Oct re-read was throttled by Google and is not used.
- Meta ~3,200 live ads, US delivery (library header) 2,723 cards read, 15,017 ads represented
- LinkedIn ~116 live ads, company page 114 cards read on 16 Oct 2026; impression bands exist for EU delivery only
- Google ~90,000 creatives shown in the US over a 30-day window (library floor) 90000 to 100000, Ads Transparency Center, read 2 Oct 2026; formats and dates only
LinkedIn: what the 114 catalogued ads are for
Google: newest 39 creatives by format
Taxonomy view
Partner product spotlight is the lead archetype (47%) and Product close-up the lead hook (29%); the pairs that stand out are careers with associates in store, humor with pets, and energetic tone at a sports venue
Every card was tagged on the eleven axes Improvado's Creative Analytics uses, with a closed value list per axis, by a vision model reading the card image (or the video's first frame) and the copy. 2,723 of 2,723 cards carry tags; 541 cards had no image in the library view, so their four visual axes read Unknown. Cells with fewer than 5 cards are marked thin: a pattern there is a hint, not a finding. The matrices below are the product's Combination Matrix read on public data: archetype by hook, by tone, by format.
Primary archetype 15 values
- Partner product spotlight 47% · 1280 median 17 d
- Walmart+ membership 14% · 369 median 24 d
- Seasonal and event 8% · 223 median 17 d
- Health, pharmacy and wellness 6% · 167 median 17 d
- Baby and family care 5% · 126 median 28 d
- Creator collab content 3% · 91 median 16 d
- Fashion and apparel 3% · 85 median 25 d
Hook type 12 values
- Product close-up 29% · 779 median 25 d
- Bold headline text 24% · 656 median 17 d
- Lifestyle scene 14% · 386 median 24 d
- Person to camera 8% · 228 median 22 d
- Other 7% · 185 median 21 d
- Seasonal cue 5% · 129 median 18 d
- Question 5% · 129 median 17 d
Message or offer 13 values
- Product benefit claim 28% · 770 median 26 d
- New or exclusive product 16% · 449 median 11 d
- Membership benefit 10% · 283 median 24 d
- Variety and assortment 10% · 274 median 17 d
- Free or fast delivery 8% · 213 median 31 d
- Seasonal moment 8% · 208 median 17 d
- Convenience and time saving 5% · 130 median 16 d
Visual style 10 values
- Photo with text overlay 35% · 966 median 17 d
- Unknown 20% · 546 median 16 d
- UGC or creator video 15% · 406 median 28 d
- Studio product shot 13% · 344 median 31 d
- Lifestyle photography 6% · 155 median 31 d
- Illustrated or animated 4% · 113 median 18 d
- Collage or montage 4% · 110 median 17 d
Emotional tone 10 values
- Playful 25% · 681 median 17 d
- Practical and direct 22% · 593 median 25 d
- Informative 18% · 501 median 23 d
- Cozy and warm 9% · 257 median 29 d
- Aspirational 8% · 230 median 24 d
- Energetic 6% · 169 median 17 d
- Appetizing 5% · 124 median 9 d
Format 8 values
- Product shot 38% · 1027 median 17 d
- Lifestyle scene 27% · 730 median 21 d
- Creator video 15% · 405 median 25 d
- Other 7% · 197 median 18 d
- Text or promo card 5% · 131 median 24 d
- Animated graphic 4% · 109 median 18 d
- Multi-product or carousel 3% · 91 median 17 d
CTA type 4 values
- Direct 72% · 1951 median 18 d
- None 15% · 404 median 17 d
- Soft 13% · 366 median 21 d
- Sale-Specific 0% · 2 median 29 d
Text density 5 values
- Light 36% · 988 median 21 d
- Medium 28% · 762 median 17 d
- Unknown 20% · 550 median 16 d
- None 13% · 361 median 31 d
- Heavy 2% · 62 median 29 d
Brand prominence 4 values
- Partner brand leads 57% · 1545 median 18 d
- Retailer leads 41% · 1122 median 18 d
- Retailer and partner equal 2% · 53 median 17 d
- No visible brand 0% · 3 median 11 d
Characters 12 values
- None 31% · 856 median 23 d
- Unknown 20% · 544 median 16 d
- Woman 12% · 327 median 24 d
- Family or group 8% · 230 median 29 d
- Man 5% · 148 median 31 d
- Mascot or illustrated character 5% · 127 median 17 d
- Hands only 4% · 120 median 10 d
Setting 11 values
- None or plain studio 29% · 784 median 18 d
- Unknown 20% · 548 median 16 d
- Living room or bedroom 15% · 408 median 24 d
- Outdoors 11% · 290 median 21 d
- Kitchen or dining 10% · 271 median 16 d
- Other 6% · 155 median 18 d
- Store or warehouse 3% · 92 median 17 d
Primary archetype × Hook type, cards
| Primary archetype | Product close-up | Bold headline text | Lifestyle scene | Person to camera | Other | Seasonal cue | Question | Humor or playful |
|---|---|---|---|---|---|---|---|---|
| Partner product spotlight | 595 | 236 | 103 | 89 | 95 | 34 | 52 | 27 |
| Walmart+ membership | 184 | 60 | 10 | 34 | 24 | 27 | ||
| Seasonal and event | 14 | 63 | 9 | 15 | 3 | 83 | 4 | 5 |
| Health, pharmacy and wellness | 6 | 38 | 36 | 26 | 18 | 33 | 4 | |
| Baby and family care | 24 | 26 | 45 | 11 | 8 | 4 | ||
| Creator collab content | 14 | 12 | 36 | 20 | 2 | 2 | 2 | |
| Fashion and apparel | 30 | 37 | 10 | 2 | 1 | 5 | ||
| Careers and associates | 39 | 33 | 8 |
Primary archetype × Emotional tone, cards
| Primary archetype | Playful | Practical and direct | Informative | Cozy and warm | Aspirational | Energetic | Appetizing | Reassuring |
|---|---|---|---|---|---|---|---|---|
| Partner product spotlight | 309 | 270 | 300 | 66 | 76 | 104 | 97 | 25 |
| Walmart+ membership | 94 | 139 | 24 | 75 | 1 | 27 | ||
| Seasonal and event | 160 | 7 | 2 | 23 | 23 | 4 | ||
| Health, pharmacy and wellness | 20 | 49 | 56 | 5 | 11 | 6 | 15 | |
| Baby and family care | 21 | 20 | 33 | 41 | 8 | |||
| Creator collab content | 20 | 10 | 12 | 26 | 11 | 2 | 8 | |
| Fashion and apparel | 14 | 11 | 3 | 1 | 43 | |||
| Careers and associates | 8 | 17 | 25 | 30 |
Primary archetype × Format, cards
| Primary archetype | Product shot | Lifestyle scene | Creator video | Other |
|---|---|---|---|---|
| Partner product spotlight | 793 | 123 | 173 | 45 |
| Walmart+ membership | 2 | 228 | 22 | 50 |
| Seasonal and event | 52 | 35 | 15 | 28 |
| Health, pharmacy and wellness | 25 | 81 | 25 | 23 |
| Baby and family care | 30 | 31 | 46 | 13 |
| Creator collab content | 4 | 85 | 2 | |
| Fashion and apparel | 29 | 39 | 14 | 2 |
| Careers and associates | 76 |
What pairs with what
Pairs of values across two axes that appear together more often than their shares would predict (lift above 1), on at least 8 cards. Expected = cards the two shares would give if independent.
| Value A | Value B | Cards | Expected | Lift | Share of A |
|---|---|---|---|---|---|
| Primary archetype: Careers and associates | Characters: Walmart associate | 74 | 2.2 | 33.58 | 92% |
| Visual style: Illustrated or animated | Format: Animated graphic | 98 | 4.5 | 21.67 | 87% |
| Characters: Walmart associate | Setting: Store or warehouse | 54 | 2.5 | 21.31 | 72% |
| Primary archetype: Careers and associates | Setting: Store or warehouse | 53 | 2.7 | 19.61 | 66% |
| Hook type: Humor or playful | Characters: Pet or animal | 30 | 1.7 | 17.83 | 38% |
| Visual style: Collage or montage | Format: Multi-product or carousel | 65 | 3.7 | 17.68 | 59% |
| Visual style: Graphic text card | Format: Text or promo card | 28 | 1.9 | 14.55 | 70% |
| Primary archetype: Careers and associates | Emotional tone: Reassuring | 30 | 2.4 | 12.76 | 38% |
| Emotional tone: Reassuring | Characters: Walmart associate | 28 | 2.2 | 12.71 | 35% |
| Emotional tone: Energetic | Setting: Sports or event venue | 41 | 3.6 | 11.39 | 24% |
| Hook type: Price or discount callout | Format: Multi-product or carousel | 29 | 2.6 | 10.98 | 37% |
| Primary archetype: Creator collab content | Characters: Creator or influencer | 37 | 3.4 | 10.75 | 41% |
Pairs that appear together less than expected (lift under 0.6): Product shot with Living room or bedroom (30 cards, expected 153.9); UGC or creator video with Lifestyle scene (22 cards, expected 108.8); Product shot with Woman (31 cards, expected 123.3); Product close-up with Living room or bedroom (31 cards, expected 116.7); Product close-up with Cozy and warm (23 cards, expected 73.5); Product close-up with Creator video (36 cards, expected 115.9) .
Thin cells (fewer than 5 cards) are shaded. 3 axis values sit under that line. Tagged by google/gemini-3.6-flash via OpenRouter (Improvado connection 71888); 30 cards checked by hand, 27 agreed on the lead axes .
Longest-running ads
The oldest live ad has run 100 days, and all eight of the longest-running cards are partner-funded or service messages
An ad that has run longest is the one its owner has not replaced. The library does not say why, and it shows no results for US ads. On Walmart's page the oldest cards are a Fisher-Price image (100 days), six Degree Here For Sweat videos (81 and 79 days, Walmart Connect tag on every link) and a Walmart pharmacy delivery image (77 days). The Degree cards are on Walmart's page because the advertiser line is Walmart and the destination is walmart.com/brand/degree: a supplier campaign run through the retailer's account, not a wrong page.
-
Trusted by Parents
Potty training is different for every family. Fisher-Price™ helps make the journey smoother, safer, and more fun for all.
A Fisher-Price image with an evergreen claim, Trusted by Parents, pointing to a brand shop page: a supplier placement with no seasonal hook to expire.
Library id 1696670284784922 - Video, no poster frame in the library view
Degree Here For Sweat
Apply once let the hustle begin. Because Degree is #HereForSweat.
One of six Degree Here For Sweat videos started on 27 and 29 Jul 2026. Advertiser line Walmart, destination walmart.com/brand/degree with the Walmart Connect tag: a brand-funded campaign run through the retailer's page and kept live through the football season.
Library id 2030770221131960 - Video, no poster frame in the library view
Degree Here For Sweat
One application to rule them all. #HereForSweat
Same Degree campaign, a roll-up card standing for 4 ads. The 9 Oct slice listed it as the longest-running Walmart ad; it is a Degree ad on Walmart's page.
Library id 2619211605203340 - Video, no poster frame in the library view
Degree Here For Sweat
Apply once let the hustle begin. Because Degree is #HereForSweat.
Same Degree campaign, third of four 27 Jul cards; the copy and landing page do not change across the set, only the cut.
Library id 2754181538288514 - Video, no poster frame in the library view
Degree Here For Sweat
One application to rule them all. #HereForSweat
Same Degree campaign, fourth 27 Jul card. Four cards, one creative, one destination: the pattern of a supplier flight that is left on rather than refreshed.
Library id 3238216603047538 - Video, no poster frame in the library view
Degree Here For Sweat
Apply once let the hustle begin. Because Degree is #HereForSweat.
Degree, second flight, started 29 Jul 2026 with a different cut and the same destination.
Library id 1355967620064093 - Video, no poster frame in the library view
Degree Here For Sweat
One application to rule them all. #HereForSweat
Degree, second flight, 29 Jul 2026.
Library id 4086502251483317 -
Rx & more to your door, fast
Need relief? Get meds & other pharmacy must-haves delivered without having to leave home.
Walmart's own pharmacy delivery message, Rx and more to your door, fast: a service promise with no price or date in it, which is why it can run 77 days where a promotional card cannot.
Library id 1033380712761625
- image: over 30 days / median
- 450 of 1597 / 17 d
- video: over 30 days / median
- 436 of 1000 / 28 d
- carousel: over 30 days / median
- 29 of 126 / 17 d
Takeaways
What a performance team can take from it
Walmart is the evidence, not the audience. Each read below is a pattern a team running its own paid-social account can hold against its own library view.
Split the page by who pays before reading cadence: 57% of cards lead with a partner brand
1,545 of 2,723 cards lead with one of 158 supplier brands (Dove 119, Tide 98, 7 Brew 74, Ninja 58, Shark 57, Pampers 56), and 1,342 links carry the Walmart Connect tag. The partner spotlights have a median age of 17 days; the retailer's own membership ads 24 days, baby care 28. Read against your own account: when two budgets share one page, cadence and longevity are two different stories.
A rolling feed, not block relaunches: 63 start days, the busiest carrying 9% of cards
1,808 of 2,723 live cards started in the last 30 days and 2,656 in the last 60; the median live ad is 18 days old and one card is older than 90 days. Against your own library view: one spike in the start-date histogram means you relaunch sets as a block; many bars mean a rolling feed, and only a rolling feed makes a longevity read possible.
Product close-up with text overlay is the default unit; video is the minority and the survivor
779 cards open on a product close-up and 966 are a photo with text overlay; UGC or creator video is 406 cards (15%). Video is 37% of cards but its median age is 28 days against 17 for a static image, so the videos are the creative the account keeps on. A decision, not a measurement, but a consistent one across 1,000 videos.
Count the ads behind the cards: the top primary text is 72 cards and 748 ads
525 distinct primary texts run across 2,723 cards, and 132 of them appear once. The most repeated text, Tide Evo, is 72 cards (3%), but those cards are roll-ups standing for 748 ads. 2,187 of the 2,723 cards are roll-ups and the set represents 15,017 ads. A message that looks small at card level can be the largest at ad level.
Each creative family has its own landing type, and the tag on the link says who funded it
Brand shop pages take 707 cards (26%), single product pages 534 (20%), category pages 445 (16%), the Walmart+ page 356 (13%), careers.walmart.com 80. The 292 distinct landing pages are not a sign of a scattered account: they follow the archetypes one to one. The veh=wmc_fb parameter on 49% of links is the cheapest partner-funded flag a reader will find in any library.
Longevity sits with evergreen and partner-funded creative; the promotional sets rotate inside 30 days
All eight of the longest-running cards are a Fisher-Price image, six Degree videos and a pharmacy delivery image, 77 to 100 days old. Walmart's own promotional archetypes (seasonal 17 days median, partner spotlights 17) rotate with the calendar. The careers batch, 80 cards with a median age of 2 days, shows what a fresh block looks like next to a rolling feed.
The thin cells name what is untested: a sale-specific button on 2 cards, a price hook on 5% of the page
Sale-Specific is the CTA type on 2 of 2,723 cards and Low price or rollback is the message on 129 (5%), on a page whose brand promise is everyday low prices. The under-paired cells say the same from the other side: a product shot in a living room appears on 30 cards against 154 expected, and a product close-up with a cozy tone on 23 against 74. Those are the first cells a creative test on this account would fill.
Method
How the read was built, and what it cannot say
Meta Ad Library advertiser page view (page id 159616034235), US filter, active ads, read card by card on 16 Oct 2026; LinkedIn Ad Library read 2026-10-16; Google Ads Transparency Center read 2026-10-02.
A card is the unit read. 2187 cards are roll-ups that stand for several ads, so the cards represent 15,017 ads. Start date, format, video length, platform icons, call to action and first outbound link are read from the card.
Each card (image or video first frame plus its copy) was classified by google/gemini-3.6-flash via OpenRouter (Improvado connection 71888) through OpenRouter into closed value lists on eleven axes, the axes Improvado's Creative Analytics product uses. 30 cards were checked by hand.
Library totals change between page loads and the US filter depends on delivery flags the advertiser set. Every count on this page describes this one read.
brand_prominence = Partner brand leads, tagged from the visual and the copy; the partner_brand field names the brand. Cross-check: 1,342 links carry veh=wmc_fb (Walmart Connect) and 707 land on a walmart.com/brand/ page. The three counts are different readings of the same retail-media layer and are printed separately.
Sources
Sources
- Meta Ad Library, Walmart page view Live Walmart ads, US filter, with start dates, formats, platforms, CTAs and link destinations. 2,723 cards read of ~3,200 results. Read 16 Oct 2026. ↗
- LinkedIn Ad Library, Walmart 116 ads matched the company; 114 read. Read 16 Oct 2026. ↗
- Google Ads Transparency Center, walmart.com 90000 to 100000 creatives shown in the US in the 30 days to 2026-10-02; newest 39 by format. Read 2 Oct 2026. ↗
- Improvado Creative Analytics, taxonomy axes The eleven axes used to tag each card: primary archetype, hook type, message or offer, visual style, emotional tone, format, CTA type, text density, brand prominence, characters, setting. ↗
Independent analysis by Improvado based on public ad library views captured on 16 Oct 2026. Company names, product names, marks and ad creative belong to their respective owners and are reproduced for research and commentary. Counts are approximate library totals, not audited figures; no performance data for US advertising is available from these sources and none is claimed.
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