Walmart Introduces Flexible Offsite Retail Media Buying Approach
Ryan Mayward, Walmart Connect's (WMT) GM & SVP, said in a blog post that, "Today, we are announcing a more flexible approach to buying offsite retail media, making Walmart Connect's audiences and measurement more accessible across the media landscape. Through partnerships with leading demand-side platforms and supply partners, advertisers can now activate Walmart audiences and use closed-loop measurement when buying media inventory directly from the platforms they already use. Launch partners include Yahoo DSP, beginning with VIZIO inventory made available via Magnite's (MGNI) platform, with additional platform partnerships planned, including more Yahoo DSP integrations and capabilities. This more flexible model reduces workflow duplication and helps streamlines activation while providing access to Walmart's first-party data through a Walmart-controlled data enablement solution. Magnite's supply-side technology can support audience decisioning across multiple DSPs through the same Walmart-controlled data enablement model. Combined with Walmart's closed-loop measurement, this approach helps advertisers scale campaigns more efficiently while maintaining a clearer connection between media exposure and actual Walmart sales outcomes."
