Walmart is bringing something new to its already controversial self-checkout lanes.

CNBC reported shoppers will soon see more third-party ads on screens in Walmart self-checkout lanes and TV aisles. There will also be additional advertising on the store’s radio and customers will be able to sample items at demonstration stations.

“When you think about our store, our store footprint and the percentage of Americans that we reach through our stores, we can deliver Super Bowl-sized audiences every week,” Ryan Mayward, senior vice president of retail media sales for Walmart Connect, the retailer’s advertising business, told CNBC.

The in-store ads will be shown on some 170,000 digital screens across its locations as well as 30-second in-store radio spots that will be made available to suppliers later this year. Demo stations will include QR codes to take shoppers to more information or discounts.

Walmart has almost 4,700 stores across the U.S. with about 90% of Americans living within 10 miles of a store.

The nation’s largest retailer isn’t the only chain testing out in-store advertising. Kroger has struck a deal to bring digital smart screens to cooler aisles at hundreds of its stores and Target, which is testing in-store demos and giveaways, CNBC reported.