Expanding where and how advertisers can use Walmart audiences and measurement

Advertisers increasingly want to bring the precision and accountability of commerce media to more of their advertising investments. But as customers spend time across more channels, reaching the same audiences and measuring media consistently across those channels remains fragmented.

Walmart Connect is making our audiences and measurement available across more of the media ecosystem to help solve that challenge. We are enabling advertisers to buy media in the ways that work for them, reach the same Walmart customers across more channels and consistently connect media exposure to Walmart sales.

Today at Partner Connect, our annual event focused on innovation and collaboration across the advertising ecosystem, we’re announcing new and expanded solutions with Spotify, Yahoo DSP and Warner Bros. Discovery that give our partners more ways to put Walmart’s audiences and measurement to work to drive growth for advertisers.

Connecting Spotify brand investment to Walmart sales

We’re partnering with Spotify to help advertisers reach both existing and prospective Walmart customers in a high attention environment across music, podcasts and video content. People turn to Spotify throughout their daily routines, with 92% of users spending more than two hours a day streaming.¹

Digital audio plays an important role in building awareness and consideration. Through Walmart DSP, U.S. advertisers can access Walmart audiences and closed-loop measurement across Spotify’s audio, video and display ad formats, giving them a clearer view of how Spotify investments drive the customer journey. Together, we’re helping advertisers close the gap between those brand efforts and what happens next, including sales at Walmart.

Expanding access to more CTV inventory through Yahoo DSP, powered by Magnite

Earlier this year, Walmart Connect launched a proof of concept with Yahoo DSP, powered by Magnite, bringing Walmart audiences and closed-loop measurement into a platform advertisers already use to buy media. This helps advertisers expand reach, improve media efficiency and measure results across inventory like VIZIO CTV through a platform they have existing workflows in.

Building on early results, we’re moving the product into Alpha and expanding beyond VIZIO to include CTV inventory from additional publishers, giving advertisers more opportunities to reach Walmart customers while they stream. Magnite will continue to provide the sell-side technology supporting the integration.

The Clorox Company’s Hidden Valley Ranch was among the first brands to put the new capability to work. The brand wanted to expand its CTV reach among high-value Walmart customers, improve media efficiency and better understand how that investment connected to customer action at Walmart. Through the proof of concept, Hidden Valley Ranch activated Walmart audiences across VIZIO CTV inventory directly through Yahoo DSP.

The campaign delivered 55% incremental reach beyond linear TV² while lowering CPMs by 27%.³ That expanded reach also translated into measurable customer action, with a 26% increase in add-to-carts⁴ and 3% brand lift.⁵

“We’re always looking for ways to reach the right consumers more effectively and better understand how our media investment translates into business results,” said Ka Chan, paid media lead, Hidden Valley Ranch. “This gave us access to Walmart’s audiences and measurement within a platform our team already uses. We were easily able to extend our CTV reach, improve efficiency and get a clearer view of how that investment connected to engagement at Walmart.”

Bringing Walmart audiences to live television for the first time through Walmart DSP

Advertisers want to manage more of their media together, but live television has traditionally been difficult to buy programmatically with the same audience targeting and sales measurement available across digital channels.

For the first time, advertisers can use Walmart audiences for addressable targeting across live linear television. Through private marketplace deals available in Walmart DSP, advertisers can now access a Warner Bros. Discovery offering that combines their streaming portfolio and select live linear inventory together — with Walmart audiences and closed-loop measurement. The deals are enabled through FreeWheel’s programmatic technology.

Advertisers can programmatically access live linear inventory across TBS, TLC, truTV, HLN and Food Network, with more inventory planned over time. 

More reach without cross-channel fragmentation

Together, these expansions help advertisers reach Walmart customers across more of the places they spend time, with more flexibility in how they buy and consistent measurement connecting media investment to Walmart sales.

Learn more about our offsite media solutions or contact your Walmart Connect representative to get started. 

Warner Bros. Discovery and Paramount have merged and now operate as Skydance

Sources: ¹GWI Global Study, June 2024. ²iSpot measurement, June 8–28, 2026. ³Yahoo DSP campaign performance, June 8–28, 2026; CPM compared with 2026 CTV previous campaigns of similar length. Past results do not guarantee future performance. ⁴Walmart Scintilla data June 3-29 2025 vs. June 3-29 2026. ⁵Upwave Brand Lift study, June 8–28, 2026. iSpot, Yahoo DSP and Upwave are independent third parties and not affiliated with Walmart Connect. No endorsement of third-party sources.