{"page":"/tools/retail-media-economics-calculator","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Reference line","Value","Status"],"rows":[["Onsite-only plateau","0.5% to 1% of GMV","Vendor claim: \"Onsite-only plateaus at 0.5–1% of GMV\" (Osmos, undated, accessed 17 Oct 2026)"],["Walmart, FY2026","0.9% of revenue","Our calculation: nearly $6.4B advertising over $713.2B revenue (Walmart, 19 Feb 2026); Walmart records advertising \"in either net sales or as a reduction to cost of sales\""],["Instacart, Q1 2026","2.8% of GTV","Company-stated (Instacart, 6 May 2026)"],["Osmos customers","3% to 6%; average 6.75%","Vendor claims (Osmos, accessed 17 Oct 2026; Osmos, 12 Oct 2026)"]],"sourceUrls":[["https://www.osmos.ai/osmos-vs-citrusad"],["https://stock.walmart.com/sec-filings/all-sec-filings/content/0000104169-26-000032/earningsreleasefy26q4.htm"],["https://seekingalpha.com/pr/20502657"],["https://www.osmos.ai/osmos-vs-citrusad","https://www.osmos.ai/blog/retail-media-business-case-margin-not-revenue-2026"]]}