Expanding access to Walmart first-party data across leading platforms

By Ryan Mayward, GM & SVP, Walmart Connect

Advertisers are under pressure to deliver more efficient and measurable growth across a fragmented media landscape. But accessing and activating retail data outside closed ecosystems and across the platforms buying teams already use has remained complex.

At Walmart Connect, we’re bringing the precision of retail data for audience targeting and measurement into advertisers’ existing media mix, making it easier to extend reach, build consideration and measure performance without adding operational complexity. The result is a more streamlined experience that helps advertisers use media spend more efficiently.

Introducing a more flexible buying model

Today, we are announcing a more flexible approach to buying offsite retail media, making Walmart Connect's audiences and measurement more accessible across the media landscape.

Through partnerships with leading demand-side platforms and supply partners, advertisers can now activate Walmart audiences and use closed-loop measurement when buying media inventory directly from the platforms they already use. Launch partners include Yahoo DSP, beginning with VIZIO inventory made available via Magnite’s platform, with additional platform partnerships planned, including more Yahoo DSP integrations and capabilities.

This more flexible model reduces workflow duplication and helps streamlines activation while providing access to Walmart’s first-party data through a Walmart-controlled data enablement solution. Magnite’s supply-side technology can support audience decisioning across multiple DSPs through the same Walmart-controlled data enablement model. Combined with Walmart’s closed-loop measurement, this approach helps advertisers scale campaigns more efficiently while maintaining a clearer connection between media exposure and actual Walmart sales outcomes.

“Advertisers are looking for simpler ways to activate high-quality data across their programmatic investments,” said Adam Roodman, General Manager, Yahoo DSP. “By making Walmart Connect’s audiences and measurement available for activation to buyers in the Yahoo DSP, we’re reducing friction in the buying process and making it easier to plan, activate, and measure campaigns that drive both reach and real sales impact.”

Scaling retail data beyond retail walls

Walmart customers stream, browse, and engage across multiple touchpoints every day. Through Walmart DSP and our existing offsite capabilities, advertisers can reach these high-intent audiences beyond Walmart-owned properties across CTV and other channels.

Building on Walmart DSP’s strong foundation, we’re now giving advertisers more options to access Walmart Connect audiences and measurement offsite to extend incremental reach and influence earlier stages of the purchase journey. This evolution also helps streamline activation across streaming inventory.

By supporting data and decisioning through Magnite, advertisers can reach high-intent audiences across CTV environments — including VIZIO supply — with greater scale, efficiency, signal fidelity, and control.

With closed-loop measurement tied directly to real Walmart sales, the result is not just broader reach, but accountable brand performance that helps connect upper-funnel investment directly to business outcomes. Advertiser Offsite Display campaigns via Walmart Connect delivered a median of 52% new-to-brand customers in 2025.¹

Walmart DSP remains a key tool for accessing our full ad solutions stack offsite. In parallel with this expansion, we continue to invest in Walmart DSP, including the recent launch of Connect Select, a curated media inventory marketplace designed to simplify access to highly relevant omnichannel inventory, especially CTV inventory.

“Retail media is entering a new phase, where the value is not just in the data itself, but in how efficiently and securely that data can be activated across premium inventory,” said Sean Buckley, President, Revenue and Market Strategy, Magnite. “This integration brings Walmart Connect’s powerful commerce signals closer to the supply, enabling advertisers to make smarter decisions with a more streamlined workflow, improved inventory access and better signal fidelity. Through Magnite, buyers have the flexibility to activate via their preferred certified DSP, creating a cleaner, more scalable path for commerce-driven campaigns across omnichannel environments.”

Scaling a more connected full-funnel approach

This evolution does more than expand access — it helps connect strategies that have historically operated in silos. By making Walmart Connect’s audiences, signals, and measurement accessible across more buying environments, this expansion brings national media and shopper marketing closer together.

Advertisers can now measure performance more holistically — from reach and awareness through conversion — while leaning into CTV as a high-engagement environment where discovery and purchase intent can happen simultaneously, backed by closed-loop measurement.

This is currently in a closed proof of concept phase and will become more widely available at a later date. Learn more about our offsite media solutions, or contact your Walmart Connect representative to get started.  

Source: ¹Walmart first-party data, Feb 1, 2025 – Jan 31, 2026; offsite display campaigns during Feb 1, 2025 – Jan 31, 2026; median reflects the 50th percentile (midpoint) of a given distribution; new-to-brand is defined as a customer who purchases a product of advertised itemset from Walmart site and app as a result of an ad campaign, after not having purchased any itemset product on Walmart site and app for the previous 12 months.