Bringing first-party audiences and measurement to Google’s Display & Video 360 for YouTube campaigns

By Ryan Mayward, GM & SVP, Walmart Connect

Walmart Connect recently expanded access to Walmart first-party data across buying platforms advertisers already use. As advertisers look for more accountable ways to invest in upper-funnel video, Walmart Connect is extending its audiences into one of the most important brand-building and performance environments: streaming video on YouTube through Display & Video 360. This allows advertisers to combine premium reach with signals tied to real shopping behavior and business outcomes.

For many advertisers and agencies, Display & Video 360 is a central platform for planning, activating and optimizing media investments across channels. Bringing Walmart Connect’s audiences into that workflow adds a new layer of retail intelligence to premium video reach. The result is a more connected approach to media activation where advertisers engage high-intent audiences early in the shopping journey and measure how video exposure influences actual sales.

“We’re excited about the continued progress in making high-quality retail audiences more accessible within the platforms our teams already use every day,” said Joel Lunenfeld, Global CEO, Publicis Media Exchange (PMX). “As these audiences become more accessible across programmatic environments, more clients can activate and scale against them in ways that fit their existing workflows, especially given they are built on real purchase data rather than modeled signals. This not only improves efficiency and targeting, but also helps advertisers drive both brand outcomes and measurable business results from the same investment.”

Combining Walmart's customer intelligence with YouTube’s reach

Walmart's unique physical and digital footprint provides a comprehensive view of shopping behavior across categories and channels, giving advertisers access to audiences based on actual purchase behavior rather than narrower category- or channel-specific signals. Combined with YouTube's scale, advertisers can deliver more relevant video experiences while understanding how they contribute to omnichannel sales by tying YouTube media and Walmart audience reach directly with Walmart purchases.

This creates a more direct connection between brand-building and business outcomes, helping advertisers connect awareness, consideration and conversion strategies together.

"With viewers watching an average of 110 million hours of shopping content on YouTube every day, the reach of the platform and potential for engagement is undeniable," said Courtney Rose, VP, Retail at Google. "By combining YouTube’s scale with Walmart’s shopper intelligence, advertisers can drive more impact and measure how video campaigns drive retail sales and business outcomes.”

Creating a more connected full-funnel video strategy

The addition of YouTube also expands how advertisers can apply Walmart Connect audiences across high-quality video environments, including CTV and Walmart's owned VIZIO inventory. Together, these capabilities give advertisers more opportunities to build awareness through streaming while using consistent audiences and measurement to maintain a clear connection to retail outcomes and business growth.This is currently in a closed proof of concept phase and will become more widely available later. Learn more about our offsite media solutions or contact your Walmart Connect representative to get started.