Walmart Connect Brings First-Party Audiences, Measurement to YouTube Through DV360
Walmart Connect is partnering with Google's Display & Video 360 (DV360) to allow advertisers to connect Walmart's shopper audience with YouTube campaigns for more precise shopper targeting.
Through the partnership, advertisers can activate Walmart Connect audiences within DV360 to measure how video campaigns influence shopping behavior and omnichannel sales at Walmart, the company said. Walmart and Google are launching this partnership with YouTube, and will add more inventory types in the future.
The move brings Walmart's first-party audiences and measurement to Google's DV360 through YouTube campaigns, and gives advertisers more accountable ways to invest in upper-funnel video.
"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," Courtney Rose, Google VP of retail, said. "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."
The partnership follows a major expansion of Walmart's offsite media strategy that brings Walmart Connect's audiences and closed-loop measurement into additional DSPs and programmatic buying environments that many advertisers already use. The expansion launched with Yahoo DSP, specifically for VIZIO inventory available via Magnite, with more platform partnerships to come.
Walmart said its new partnership with DV360 gives advertisers a more direct connection between brand building and business outcomes, in addition to combining real sales and shopper data with premium video reach.
The collaboration also lets advertisers apply Walmart Connect's closed-loop measurement to understand how upper-funnel video campaigns influence omnichannel sales.
Advertisers can access Walmart Connect audiences and measurement within DV360, which allows for ease of use because activation exists within existing workflows, the company said.
This article was originally published on P2PI sibling brand Progressive Grocer.
