Walmart Connect

The second-largest US retail media network, selling sponsored search, display, and video on walmart.com and the Walmart app, off-site through partnerships, in-store screens and audio, and, since the 2024 acquisition of Vizio, smart TV inventory tied to Walmart purchase data.

Where ads run

• Walmart.com and app search results and item pages (Sponsored Search)
• On-site display and video
• Off-site display, video, and CTV through Walmart DSP (built on The Trade Desk)
• In-store: self-checkout screens, TV wall, radio
• Vizio smart TVs

Campaign types

• Sponsored Products and Sponsored Brands (Sponsored Search)
• Onsite Display
• Offsite Media (Walmart DSP)
• In-store
• Vizio CTV

Targeting

• Keywords and item targeting for Sponsored Search
• Walmart shopper segments: purchase history, category, brand, lifestyle
• Advertiser first-party matching
• Geography and demographics

Buying

Sponsored Search is self-service auction CPC with no minimum; display and off-site are managed or through Walmart DSP with spend minimums; in-store and Vizio are managed. Access is restricted to brands sold at Walmart for most products, with limited non-endemic availability.

Measurement

Closed-loop attribution to online and in-store Walmart sales, new-to-brand, share metrics, and the Walmart Luminate (now Scintilla) analytics platform.

Watch

The Vizio acquisition gives Walmart a television footprint with ACR data linked to purchase data, a combination only Amazon otherwise has. Sponsored Search rules and API access have matured quickly; third-party tools such as Pacvue and Skai manage it alongside Amazon.

Documentation

https://www.walmartconnect.com

See also: benchmarks for typical costs, and the glossary for any term used above.