Walmart Connect Expands Off-Network Ad Reach Via Spotify, WBD, Yahoo
Walmart Connect is expanding its ecosystem through new and broadened partnerships with Spotify, Yahoo DSP and Warner Bros. Discovery. The extended offerings enable brands to target verified Walmart shoppers across off-network channels using their existing media-buying workflows.
The integrations address a longstanding industry headache: fragmentation. By connecting ad placements on platforms like Spotify, Vizio and live cable networks directly back to point-of-sale data at Walmart, advertisers can link upper- and mid-funnel media investments directly to retail sales impact.
Details of the enhanced partnerships include:
- Spotify Integration: Through the Walmart DSP, advertisers can access the retailer's shopper audiences and closed-loop measurement across Spotify’s audio, video and display ad formats. This helps brands reach high-attention streaming audiences throughout their daily routines — 92% of Spotify users stream content two-plus hours a day, according to Walmart Connect — and directly link brand-awareness efforts to actual Walmart sales.
- Yahoo DSP & Magnite CTV Expansion: Expanding on an initial proof of concept with Vizio CTV, Walmart Connect is moving into an Alpha phase, granting advertisers access to broader Connected TV (CTV) inventory through Magnite-supported Yahoo DSP workflows. Brands gain improved media efficiency and extended reach. Early adopter Hidden Valley Ranch achieved 55% incremental reach over linear TV, reduced CPMs by 27%, and drove a 26% increase in add-to-carts along with a 3% brand lift.
- Warner Bros. Discovery & FreeWheel: For the first time, advertisers can programmatically apply Walmart’s addressable audience targeting and closed-loop measurement to live linear TV via private marketplaces in Walmart DSP. Enabled by FreeWheel, brands can access Warner Bros. Discovery’s streaming portfolio alongside live networks like TBS, TLC, truTV, HLN and Food Network, with additional inventory planned over time.
The mass merchant's retail media network revealed the news at its annual Partner Connect event, held Oct. 6, and shared details in a blog post.
