{"id":1249,"date":"2026-08-03T20:33:34","date_gmt":"2026-08-03T23:33:34","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1249"},"modified":"2026-08-03T21:12:11","modified_gmt":"2026-08-04T00:12:11","slug":"amazon-walmart-ctv","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/amazon-walmart-ctv\/","title":{"rendered":"Amazon Walmart CTV: a batalha que vai definir o varejo"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><!-- METADADOS YOAST (colar nos campos do plugin, n\u00e3o no corpo) --><br>\n<!--\n  T\u00cdTULO SEO: Amazon Walmart CTV: a batalha que vai definir o varejo\n  SLUG: amazon-walmart-ctv\n  META DESCRIPTION: Amazon e Walmart travam a maior disputa da CTV. Veja como Prime Video, Vizio e dados de retail media definem o futuro da TV conectada.\n  PALAVRA-CHAVE FOCO: Amazon Walmart CTV\n  ALT TEXT IMAGEM DESTAQUE: Amazon e Walmart disputam o mercado de CTV e retail media\n--><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- ENGLISH SUMMARY (inserir antes do H1) --><\/p>\n\n\n\n<div style=\"border-left:3px solid #b03a2e; margin-bottom:2rem; background:#141414;\">\n  <button onclick=\"var c=this.nextElementSibling;var a=this.querySelector('.nl-arrow');c.style.display=c.style.display==='block'?'none':'block';a.style.transform=c.style.display==='block'?'rotate(180deg)':'rotate(0deg)';\"\n          style=\"width:100%;display:flex;align-items:center;justify-content:space-between;gap:1rem;padding:0.9rem 1.5rem;background:none;border:none;cursor:pointer;text-align:left;\">\n    <div>\n      <span style=\"font-size:0.65rem;letter-spacing:0.22em;text-transform:uppercase;color:#e8724a;display:block;margin-bottom:0.3rem;\">English summary<\/span>\n      <span style=\"font-size:0.95rem;font-weight:500;color:#f4f1eb;font-family:'DM Sans',sans-serif;\">Amazon vs Walmart: the Next Big Battle for Connected TV<\/span>\n    <\/div>\n    <span class=\"nl-arrow\" style=\"color:#e8724a;font-size:0.8rem;flex-shrink:0;transition:transform 0.2s;\">&#9660;<\/span>\n  <\/button>\n  <div style=\"display:none;padding:0 1.5rem 1.2rem;\">\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0;\">Amazon and Walmart have competed for US retail leadership for years. Now that rivalry has a new stage: connected TV, or CTV. Amazon built its edge through Prime Video, Fire TV, Twitch and exclusive sports rights such as NFL Thursday Night Football, combining premium content, qualified audiences and purchase data in one ecosystem. Walmart chose a different route, buying smart TV maker Vizio in 2024 and agreeing, in June 2026, to acquire self-serve CTV platform Vibe.co for roughly 1.4 billion dollars. Amazon generated 68.6 billion dollars in ad revenue in 2025, against Walmart&#8217;s 6.4 billion, though Walmart is growing about twice as fast. EMARKETER expects the two retailers to capture 89 percent of incremental retail media growth in 2026. The real question is no longer who sells more ads, but who controls the connection between attention, data and purchase inside the living room.<\/p>\n  <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><!-- CORPO DO ARTIGO --><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Amazon e Walmart: a Batalha que Vai Definir a CTV do Varejo<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon e Walmart dominam o varejo americano h\u00e1 d\u00e9cadas. Agora, a disputa entre as duas gigantes ganhou um novo campo. Trata-se da CTV, sigla para Connected TV, ou TV Conectada. Por tr\u00e1s dessa mudan\u00e7a existe um motivo direto: os maiores or\u00e7amentos de publicidade migram para ambientes que unem alcance, dado e convers\u00e3o. Portanto, a briga <strong>Amazon Walmart CTV<\/strong> deixou de ser sobre quem vende mais an\u00fancio. Ela passou a definir quem vai controlar a rela\u00e7\u00e3o entre aten\u00e7\u00e3o, dado e compra dentro da tela da televis\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Amazon e Walmart: a corrida pela CTV come\u00e7ou nas prateleiras<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon e Walmart competem pelo posto de maior varejista dos Estados Unidos h\u00e1 anos. No entanto, a disputa mudou de arena. Antes, a batalha acontecia nas prateleiras e no pre\u00e7o. Hoje, ela acontece na tela da sala.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a <a href=\"https:\/\/www.adexchanger.com\/commerce\/walmarts-ad-revenue-totaled-6-4-billion-in-2025-as-the-ecom-flywheel-started-to-spin\/\" target=\"_blank\" rel=\"noopener\">AdExchanger<\/a>, a Amazon faturou US$ 68,6 bilh\u00f5es em publicidade em 2025. O Walmart, por sua vez, somou US$ 6,4 bilh\u00f5es, crescimento de 46% sobre o ano anterior. No entanto, a diferen\u00e7a em valores absolutos ainda \u00e9 grande. Ainda assim, o Walmart cresce cerca de duas vezes mais r\u00e1pido do que a Amazon. Esse ritmo \u00e9 um sinal claro de que a disputa est\u00e1 longe de terminar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O ecossistema da Amazon: conte\u00fado, audi\u00eancia e dado em um s\u00f3 lugar<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Amazon construiu essa vantagem ao longo de anos. Ela re\u00fane Prime Video, Fire TV e Twitch dentro de um mesmo ecossistema. Al\u00e9m disso, a empresa det\u00e9m direitos exclusivos, como o Thursday Night Football da NFL. Dessa forma, a Amazon uniu conte\u00fado premium, audi\u00eancia qualificada e dado de consumo em um \u00fanico ambiente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A opera\u00e7\u00e3o de an\u00fancios da Amazon j\u00e1 responde por cerca de <strong>79,7% do investimento em retail media<\/strong> nos Estados Unidos, segundo a eMarketer. Esse n\u00famero explica por que a Amazon virou refer\u00eancia obrigat\u00f3ria para qualquer marca que queira falar com o consumidor no momento certo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Walmart aposta em infraestrutura: Vizio e Vibe.co<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O Walmart escolheu um caminho diferente. Em vez de competir diretamente por conte\u00fado, o Walmart fortaleceu sua posi\u00e7\u00e3o pela infraestrutura. Assim, a empresa comprou a Vizio, fabricante de Smart TVs, por US$ 2,3 bilh\u00f5es em 2024. Com esse movimento, o Walmart passou a controlar uma camada essencial da CTV: o pr\u00f3prio sistema operacional da televis\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em junho de 2026, o Walmart avan\u00e7ou ainda mais. A empresa fechou acordo para <a href=\"https:\/\/corporate.walmart.com\/news\/2026\/06\/23\/walmart-to-acquire-vibe-co-to-expand-access-to-connected-tv-advertising\" target=\"_blank\" rel=\"noopener\">adquirir a Vibe.co<\/a>, plataforma de publicidade em CTV voltada a pequenas e m\u00e9dias empresas, por cerca de US$ 1,4 bilh\u00e3o. A combina\u00e7\u00e3o aproxima anunciantes menores do invent\u00e1rio de CTV. Al\u00e9m disso, ela reduz a dist\u00e2ncia entre a marca e a jornada de compra do consumidor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Os n\u00fameros da disputa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os dados confirmam a dimens\u00e3o da briga. O Walmart Connect det\u00e9m 8% do mercado de retail media nos Estados Unidos. A Target Roundel, terceira colocada, fica com apenas 1,5%, segundo a eMarketer. Por essa raz\u00e3o, a dist\u00e2ncia entre as duas l\u00edderes e o restante do mercado s\u00f3 aumenta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A eMarketer tamb\u00e9m estima algo relevante: Amazon e Walmart v\u00e3o responder por <strong>89% de todo o crescimento incremental do retail media em 2026<\/strong>, uma concentra\u00e7\u00e3o in\u00e9dita nesse mercado. O investimento em retail media nos Estados Unidos deve somar US$ 69,33 bilh\u00f5es em 2026. Nesse contexto, a publicidade em CTV dentro do retail media cresce cerca de tr\u00eas vezes mais r\u00e1pido do que a busca.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De quem vende mais an\u00fancio para quem controla a jornada<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O mais interessante, por\u00e9m, n\u00e3o est\u00e1 nos valores. Est\u00e1 na mudan\u00e7a de paradigma. A discuss\u00e3o deixou de ser apenas quem vende mais publicidade. Agora, a verdadeira disputa \u00e9 outra. Trata-se de definir quem vai controlar a rela\u00e7\u00e3o entre aten\u00e7\u00e3o, dado e compra dentro da experi\u00eancia da TV Conectada. \u00c9 justamente nesse ponto que surge uma transforma\u00e7\u00e3o estrutural do mercado.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A TV como sistema operacional dos neg\u00f3cios<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A TV deixa de ser apenas um ve\u00edculo de comunica\u00e7\u00e3o. Ela passa a exercer um papel parecido com o dos sistemas operacionais na computa\u00e7\u00e3o. Ou seja, vira uma infraestrutura sobre a qual novos modelos de neg\u00f3cio podem ser constru\u00eddos. Nesse cen\u00e1rio, a converg\u00eancia entre CTV, retail media e T-Commerce vira uma das maiores oportunidades da ind\u00fastria de m\u00eddia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">J\u00e1 mostramos como <a href=\"https:\/\/madmix.tv.br\/blog\/t-commerce-tv-conectada-nova-interface-consumo\/\" target=\"_blank\" rel=\"noopener\">o T-Commerce n\u00e3o \u00e9 e-commerce na TV<\/a>, e por que essa confus\u00e3o custa caro para quem chega atrasado. Mais do que exibir an\u00fancio, a televis\u00e3o conectada passa a integrar descoberta, engajamento, inten\u00e7\u00e3o e convers\u00e3o em um \u00fanico ambiente. Como resultado, ela reduz a dist\u00e2ncia entre o momento em que o consumidor \u00e9 impactado e o momento em que ele compra.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A pr\u00f3xima batalha j\u00e1 come\u00e7ou<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A disputa entre Amazon e Walmart mostra algo importante. O futuro da televis\u00e3o n\u00e3o depende s\u00f3 do conte\u00fado exibido na tela. Ele depende da intelig\u00eancia que conecta audi\u00eancia, dado e com\u00e9rcio. Ali\u00e1s, esse mesmo movimento de disputa por infraestrutura aparece em outras frentes do setor. Mostramos um exemplo no artigo sobre <a href=\"https:\/\/madmix.tv.br\/blog\/fox-roku-tv-conectada\/\" target=\"_blank\" rel=\"noopener\">Fox e Roku e quem controla a TV conectada<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para marcas, fabricantes e operadoras, ficar de fora dessa conversa tem um custo. Em outras palavras, significa perder espa\u00e7o em um dos ambientes que mais cresce dentro da publicidade digital. J\u00e1 para quem entende o momento, a CTV virou porta de entrada direta para o consumidor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A guerra Amazon Walmart CTV \u00e9 a prova de que a TV Conectada virou o novo campo de batalha do varejo e da m\u00eddia. Quem controlar o dado, o conte\u00fado e a distribui\u00e7\u00e3o vai controlar a receita dos pr\u00f3ximos anos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quer estruturar sua estrat\u00e9gia de retail media e CTV antes que a disputa fique ainda mais concentrada? A MADMIX ajuda marcas e operadoras a transformar audi\u00eancia, dado e distribui\u00e7\u00e3o em receita real. <a href=\"https:\/\/wa.me\/5511950212511\" target=\"_blank\" rel=\"noopener\">Fale com a MADMIX<\/a> ou leia mais sobre <a href=\"https:\/\/madmix.tv.br\/blog\/retail-media-ctv\/\" target=\"_blank\" rel=\"noopener\">Retail Media CTV Brasil e por que a aten\u00e7\u00e3o vale mais que o PDV<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Amazon vs Walmart: the Next Big Battle for Connected TV &#9660; Amazon and Walmart have competed for US retail leadership for years. Now that rivalry has&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_ppma_block_editor_authors":""},"categories":[3,5],"tags":[25,39,31,58,23,28],"ppma_author":[121],"class_list":["post-1249","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-brasil","category-estrategia","tag-ctv","tag-estrategia","tag-monetizacao","tag-publicidade-digital","tag-retail-media","tag-tv-conectada"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon Walmart CTV: a batalha que vai definir o varejo &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"Amazon e Walmart travam a maior disputa da CTV. Veja como Prime Video, Vizio e dados de retail media definem o futuro da TV conectada.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madmix.tv.br\/blog\/amazon-walmart-ctv\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Walmart CTV: a batalha que vai definir o varejo &#8226; MADMIX\" \/>\n<meta property=\"og:description\" content=\"Amazon e Walmart travam a maior disputa da CTV. 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