Walmart Expands Off-Site Media Strategy
Walmart's retail media and advertising platform has revealed a major expansion of its off-site media strategy, bringing Walmart Connect's audiences and closed-loop measurement into additional DSPs and programmatic buying environments that advertisers already use today.
This expansion launches with Yahoo DSP, specifically for Vizio inventory available via Magnite, with additional platform partnerships planned, including more Yahoo DSP integrations and capabilities.
"This more flexible model reduces workflow duplication and helps streamline activation while providing access to Walmart's first-party data through a Walmart-controlled data enablement solution," wrote Ryan Mayward, GM and SVP of Walmart Connect, in an article about the expansion.
According to the company, advertisers will specifically be able to:
- Access Walmart Connect's audiences and measurement within their preferred programmatic buying platforms, powering faster campaign activation without adding new platforms, integrations or operational complexity.
- Reach high-intent audiences across off-site omnichannel inventory, including CTV, to drive incremental reach and influence earlier stages of the purchase journey.
- Connect off-site media exposure directly to real Walmart sales for more measurable, accountable brand performance across the open web.
"Advertisers are looking for simpler ways to activate high-quality data across their programmatic investments," said Adam Roodman, general manager at Yahoo DSP. "By making Walmart Connect's audiences and measurement available for activation to buyers in the Yahoo DSP, we're reducing friction in the buying process and making it easier to plan, activate and measure campaigns that drive both reach and real sales impact."
Also read: Walmart Connect Breaks CTV Barriers
"Retail media is entering a new phase, where the value is not just in the data itself, but in how efficiently and securely that data can be activated across premium inventory," added Sean Buckley, president, revenue and market strategy at Magnite. "This integration brings Walmart Connect's powerful commerce signals closer to the supply, enabling advertisers to make smarter decisions with a more streamlined workflow, improved inventory access and better signal fidelity. Through Magnite, buyers have the flexibility to activate via their preferred certified DSP, creating a cleaner, more scalable path for commerce-driven campaigns across omnichannel environments."
According to Walmart Connect, the integration is currently in a closed proof-of-concept phase and will become more widely available at a later date.
Walmart Connect in the United States grew 44% (excluding Vizio) during the company's recent first quarter. The DSP is a central driver of this growth. Through Walmart DSP and the company's existing off-site capabilities, advertisers can reach Walmart's digital-savvy customers beyond Walmart-owned properties.
The company continues to invest in Walmart DSP, including the recent launch of Connect Select, a curated media inventory marketplace designed to simplify access to highly relevant omnichannel inventory, especially CTV inventory.
This article was originally published on P2PI sibling brand Progressive Grocer.
