Walmart Connect Breaks CTV Barriers
Walmart Connect is introducing two additional ways to streamline and scale connected TV (CTV) activation: Connect Select, a curated marketplace within Walmart DSP (demand-side platform), and expanded integrations with technology partners.
“As part of our Brand Solutions offering, we’re bringing together curated supply, Walmart’s first-party audiences and seamless activation in Walmart DSP, so advertisers of all sizes can extend their brand building strategies into CTV,” wrote Ryan Mayward, GM and SVP at Walmart Connect, in a recent post. Walmart also revealed the news at the POSSIBLE marketing event taking place April 27-29 Miami Beach, Fla.
Connect Select was created to ease access to highly relevant omnichannel inventory, with a focus on CTV. The solution surfaces recommended inventory optimized for reach and awareness, and aligned to campaign goals, removing complexity from the supply ecosystem. Advertisers can swiftly discover and activate deals customized to such objectives as product launches, discovery and brand building.
Backed by Walmart’s first-party shopper data and direct supply paths, Connect Select lets advertisers go beyond impressions by linking CTV exposure to real customer behavior. Combined with Walmart’s measurement capabilities, advertisers can see how CTV influences the full-funnel and optimize toward actual business outcomes, among them reducing wasted ad spend and boosting media efficiency.
At launch, Connect Select offers inventory from Vizio, such premium CTV publishers as Paramount and Warner Bros. Discovery, and supply-side platforms (SSPs) that include FreeWheel, Index Exchange, Magnite and PubMatic. SSP partnerships improve marketplace efficiencies via post-auction optimizations, resulting in improved performance, scale and more competitive pricing. Advertisers can also access the omnichannel formats of online video, display and audio. Deals are available through Inventory Controls and Deal Desk.
Addressing one of the biggest operational barriers – managing campaigns across various platforms – Walmart Connect is expanding integrations with technology partners, allowing seamless activation and management of Walmart DSP campaigns within the tools already used by advertisers.
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“This shift toward an interoperable ecosystem makes advanced strategies like CTV more accessible, without sacrificing control or transparency,” explained Mayward.
With partners like Irvine, Calif.-based integrated commerce operating system Pacvue at launch, advertisers can now plan, activate and optimize full-funnel campaigns — both on-site and off-site — in a single environment. Pacvue will support campaign management and reporting.
Each week, approximately 280 million customers and members visit Walmart’s more than 10,900 stores and numerous e-commerce websites in 19 countries. With fiscal year 2026 revenue of $713 billion, Walmart employs approximately 2.1 million associates worldwide.
This article was originally published on P2PI sibling brand Progressive Grocer.
