The supermarket giant will soon show customers targeted ads from third parties on screens in self-checkout lanes. Expanding its ad offering even further, Walmart has revealed it is going to start playing 30-second audio ads over the store’s radio later this year. Brands will be able to mix and match the different in-store ad offerings and run campaigns across different formats at the same time. The move comes after its supermarket rival, Kroger, announced it was rolling out in-store digital smart screen advertising along with a new self-service ad platform for marketers. Target also recently started trialling in-store demons at 200 of its stores across the US.