Walmart Canada is the latest retailer to join Stingray’s Retail Media Network, which will facilitate audio advertising within the company’s stores.

Under the agreement, Stingray will be responsible for exclusive sales representation of all in-store digital audio advertising within the national Walmart Canada retail footprint. It will work in partnership with the Walmart Connect in-house retail media team.

The partnership gives advertisers access to the 1.5 million shoppers who visit Walmart stores across Canada each day. Advertisers can reach shoppers with customizable, contextually relevant audio ads digitally served directly or programmatically via Stingray’s streaming media technology.

The Stingray Retail Media Network is available this month in 200 Canadian Walmart stores, with the remaining stores launching by the end of the second quarter of this year.

Best known for its music TV channels, Stingray has also been making investments to turn its in-store music offering into an advertising opportunity for brands by inserting ads between songs. The most recent investments have included partnering with Hivestack to improve programmatic targeting capabilities and access, as well as multiple partnerships to measure and prove their effectiveness.