Walmart is making a push to grow its advertising by positioning itself as a media platform.

Walmart’s pitch is that it controls transaction data from customers, which can help brands retarget consumers off, according to executives familiar with the matter. The big differentiator being pitched is Walmart’s brick-and-mortar locations — fulfilling a big promise of retail media that it can connect online with offline. And Walmart is making it count, trumpeting its combination of scale and offline data as a differentiator from Amazon. It’s doing that via more meetings with buyers, as well as at learning sessions and summits it’s holding with brands and agencies.

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