Walmart Connect adds Connect Select for programmatic CTV
Walmart Connect introduced "Connect Select," a curated marketplace within Walmart DSP, to simplify and scale programmatic CTV activation for advertisers by offering optimized inventory and leveraging Walmart’s first-party shopper data. Additionally, Walmart Connect is expanding integrations with technology partners like Pacvue and Skai to enable seamless management of Walmart DSP campaigns within existing advertiser tools. These initiatives aim to make CTV advertising more accessible and efficient for businesses of all sizes, linking ad exposure to customer behavior and business outcomes.
Key Takeaways
- Connect Select launches inside Walmart DSP as a curated marketplace focused on CTV, with deals available through Inventory Controls and Deal Desk.
- At launch, the marketplace includes inventory from VIZIO, Paramount, Warner Bros. Discovery, FreeWheel, Index Exchange, Magnite, and PubMatic.
- Walmart says CTV campaigns delivered a median 44% new-to-brand buyers in FY26, based on Walmart first-party data from Feb. 1, 2025 to Jan. 31, 2026.
- Pacvue will support Walmart DSP campaign management and reporting, while Skai will provide reporting at launch.
- Connect Select also includes omnichannel formats such as online video, display, and audio.
Why It Matters
Walmart Connect is making CTV easier to buy inside Walmart DSP by packaging curated supply, direct paths, and first-party shopper data into one workflow. That matters because the company is tying CTV exposure to measured customer behavior, not just impressions, while extending offsite video into a retail-media stack that already includes onsite display and Sponsored Search. The next concrete signal to watch is how quickly advertisers adopt Connect Select inventory and whether Pacvue and Skai expand beyond reporting into broader campaign functions.
Read full article at walmartconnect.com
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