Walmart Connect, the company's retail media division, has expanded its
offsite media strategy with additional demand-side platforms (DSPs) and programmatic platforms including Yahoo DSP, specifically for Vizio inventory available via Magnite.
The
pivot to eliminate a walled-garden approach within its own technology represents a key milestone in Walmart Connect's expansion plan to build a more open, flexible model for offsite retail media,
designed to support advertisers wherever they connect with customers. It decouples Walmart Connect's first-party data from its proprietary DSP.
"Through Walmart DSP and our existing
offsite capabilities, advertisers can reach these high-intent audiences beyond Walmart-owned properties across CTV and other channels," Ryan Mayward, general manager and senior vice president,
Walmart Connect, wrote in a blog post published Thursday.
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Reaching high-intent audiences across offsite omnichannel inventory such as connected television (CTV) drives incremental reach and
influence during earlier stages of the consumer purchase journey, and connects offsite media exposure directly to actual Walmart sales for more measurable, accountable brand performance across the
open web.
Walmart Connect also plans to integrate additional platform and media partners, but today's announcement focuses on Magnite’s supply-side technology that supports the
ability to automate processes that analyze data by determining who views a page or screen at any given millisecond.
Through Magnite, Walmart-controlled data crosses
multiple DSPs to create a closed-loop measurement approach to help advertisers scale campaigns while maintaining a clear connection between the media's exposure when it serves the ad
and performance.
Walmart Connect will give advertisers support to access the company's audiences and measurement tools within their preferred programmatic buying platforms to
power more rapid campaign activation without adding new platforms, integrations, or operational complexities.
With closed-loop measurement tied directly to actual Walmart sales, the result
focuses on brand performance to help connect upper-funnel ad investments to business outcomes.
Walmart Connect internal data has found that advertiser offsite display campaigns via Walmart
Connect have delivered a median of 52% new-to-brand customers in 2025.
“Advertisers are looking for simpler ways to activate high-quality
data across their programmatic investments,” said General Manager of Yahoo DSP Adam Roodman, adding that for Yahoo DSP buyers, the activation reduces friction in media buying and facilitates the
planning, activation and measurement of campaigns.