Walmart Enables Advertisers to Share 1st-Party Data Securely
Walmart Data Ventures has launched Scintilla Media Data Feed, a new API feed that enables advertisers to securely share Walmart first-party operational and retail data via scalable API access with their agency and tech partners.
"Scintilla Media Data Feed securely extends retail insights beyond an advertiser’s organization, creating greater connectivity between their business and key media partners," explained Linda Lomelino, VP product, data monetization and ads, in a recent blog post. "With direct access to a shared view of omnichannel business performance, partners can more effectively connect retail signals to media decisions, proving media impact and strengthening planning, optimization and measurement strategies."
This secure sharing is accomplished through a pre-curated set of data elements, ensuring structured, secure access that is aligned to advertisers' business needs.
Offering first-party data at scale, omnichannel visibility across store and digital, and closed-loop measurement that ties media directly to sales, Scintilla Media Data Feed allows advertisers to securely approve API access to about 500 operational and retail elements, including digital transactability, item attributes and omni sales, to their chosen partners.
Instead of relying on one-off exports or custom workflows, partners can now access consistent, near-real-time signals directly within their tools and platforms of choice, Lomelino said.
Once they have access to this operational and retail data, advertising partners are able to:
- Plan media investments with a better understanding of baseline demand
- Optimize campaigns with greater precision to boost efficiency and performance
- Measure performance against total business outcomes, not just media metrics
The solution was designed as a more connected and comprehensive approach to decision-making, in which media strategies are directly informed by what’s occurring across their omnichannel business at Walmart.
In 2024, Walmart Data Ventures introduced Scintilla Insights Activation, which narrows the gap from insights to activation by pinpointing and activating opportunities more easily and quickly. Scintilla Media Data Feed was created to extend that connection even further by bringing those insights directly to the platforms and partners advertisers already use to plan, optimize and measure media.
This article was originally published on P2PI sibling brand Progressive Grocer.
