Walmart Connect has expanded its audience targeting and closed-loop measurement capabilities to include Warner Bros. Discovery linear inventory, Spotify, and additional CTV publishers. The integration, facilitated through the Walmart DSP and FreeWheel's programmatic technology, allows advertisers to link media exposure across these channels to retail sales at Walmart.
This expansion signals a significant shift in how traditional linear television is valued by linking legacy broadcast reach to modern retail performance metrics. By integrating Warner Bros. Discovery inventory into its DSP, Walmart is moving beyond performance marketing to capture a larger share of top-of-funnel brand spend. This move pressures competing streaming platforms to offer similar closed-loop attribution to justify premium ad rates in a fragmented market. As retail media margins reach estimated levels of 70% to 80%, expect Walmart to further integrate Vizio and Vibe.co assets to consolidate its hold on the CTV ecosystem. Watch for the timeline on additional CTV publishers joining the Alpha phase with Magnite.
Walmart Connect has expanded its audience targeting capabilities to include live linear television through a partnership with Warner Bros. Discovery. By using the Walmart DSP and FreeWheel technology, advertisers can now link ad exposure on networks like TBS and Food Network directly to retail sales data, enhancing closed-loop measurement performance.
Advertisers can programmatically access live linear inventory across TBS, TLC, truTV, HLN, and Food Network.
The integration uses the Walmart DSP and FreeWheel technology to provide closed-loop measurement, which links ad exposure on linear networks directly to retail sales data.
The Hidden Valley Ranch pilot program achieved a 55% incremental reach and a 27% reduction in CPM using the expanded targeting capabilities.
Walmart Connect reported 43% U.S. revenue growth in Q2 2026, excluding contributions from Vizio.
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