Walmart plans big push to challenge Amazon on advertising

FILE PHOTO: Walmart's logo is seen outside one of its stores in Chicago, Illinois, U.S., November 20, 2018. REUTERS/Kamil Krzaczynski/File Photo

NEW YORK/ DALLAS (Reuters) - Walmart Inc plans to expand its advertising business, adding space for ads at its U.S. stores and sharing its vast trove of shopper data with brands, the world's largest retailer said on Thursday, looking to challenge rival Amazon.com Inc as a media powerhouse.

The efforts are key to Walmart’s aggressive plan to grow its advertising business by more than 10 times within the next five years, according to a source familiar with the matter.