Author: Rich Lehrfeld, General Manager and SVP, Walmart Connect

We’re excited to announce that Walmart Connect has successfully completed a Media Rating Council (MRC) audit of our first-party ad measurement for owned and operated display media. The audit covered the measurement of onsite Display ads in desktop, mobile web, and mobile in-app environments, which is shared through Walmart Connect’s direct server integration with MOAT – a third-party ad verification partner – to provide independent processing and reporting of Walmart owned and operated ad exposure metrics. 

This marks a huge milestone for our commitment to transparency with our measurement practices, and an important step toward accredited measurement for the brands who advertise with us.

The MRC is a self-regulatory organization established at the request of Congress that audits and accredits media measurement products and data sources across digital, out-of-home, print, radio, television, and cross-media products. Throughout my career as a marketer, MRC accreditation has been considered the gold standard in advertising, and I couldn’t be prouder for Walmart Connect to reach the successful completion of this audit – joining industry leaders across the digital ad space, well beyond retail media.

Beyond this audit, Walmart Connect is continuing to work with the MRC to provide transparent, verified accountability of our ad tech stack, including accreditation. We’re also continuing to work with third-party measurement partners, like MOAT, to give independent verification of how our ads are measured.