Walmart is seeing gains from its advertising business and expanding its data analysts and insights product, Walmart Luminate, into Mexico and Canada. The retail giant’s advertising business was up 24% in the latest quarter, with U.S. ad sales reflecting more than 50% growth from marketplace sellers while overall active advertiser counts increasing nearly 19%. Sam’s ad business now has 30% more active advertisers from last year. Advertising, membership, marketplace and fulfillment and data analytics are higher-margin growth drivers, and they are leading to corresponding improvements in Walmart’s business mix, Finance Chief John D. Rainey says on a call. Shares rise 6% to $63.40.