Walmart Connect Partners with Yahoo and Magnite to Expand Retail Media Reach
Walmart’s advertising division, Walmart Connect, announced partnerships with Yahoo DSP and Magnite to expand its off-site retail media reach. Through the partnerships, advertisers will be able to use Walmart consumer data for targeted placements beyond Walmart’s platform, including connected TV channels, increasing advertising reach.
What are the key facts?
- 1Partners: Yahoo DSP and Magnite
- 2Core business: retail media
- 3Coverage: off-site advertising and connected TV (CTV)
What happened?
Walmart Connect is expanding its off-site advertising business through new partnerships with Yahoo DSP and Magnite. The partnerships allow advertisers to activate Walmart customer data outside Walmart’s DSP, particularly across connected TV (CTV) inventory. The program is currently in a closed-test phase and forms an important part of Walmart’s retail media strategy to increase advertising value through off-site traffic acquisition.
What does this mean for cross-border sellers?
Walmart’s advertising business is expanding, giving sellers more channels to increase brand exposure. Start learning and testing off-site advertising optimization methods this week, with particular attention to CTV placement strategies, so you do not miss effective promotion opportunities.