Walmart Connect has expanded its retail media capabilities by integrating audience targeting and closed-loop measurement across Warner Bros. Discovery linear TV, Spotify audio, and Yahoo DSP for CTV. This integration allows advertisers to connect media exposure directly to Walmart sales across a broader range of streaming and linear inventory.
This expansion signals a shift where retail media networks are no longer confined to bottom-funnel performance marketing, moving instead into high-reach linear and streaming environments. By integrating FreeWheel and Magnite, Walmart is effectively turning traditional TV and audio into shoppable, measurable channels that compete directly with Google and Meta for attribution-focused budgets. For the streaming ecosystem, this creates a high-margin revenue stream that prioritizes first-party data over third-party cookies. Watch for Walmart to integrate Vizio’s hardware data more deeply into this DSP stack to provide a unified view of the customer journey across all screens.
Walmart Connect has expanded its CTV measurement and audience targeting to include Warner Bros. Discovery linear networks, Spotify, and Yahoo DSP. This integration allows advertisers to connect media exposure on channels like TBS and Food Network to verified Walmart sales data, turning traditional TV and audio into measurable, shoppable advertising channels.
Advertisers can now access live linear inventory on TBS, TLC, truTV, HLN, and Food Network through the Walmart DSP.
The pilot program achieved 55% incremental reach and a 27% lower CPM using the expanded retail media targeting capabilities.
The partnership has moved into the Alpha phase, which extends Walmart audience reach to third-party CTV publishers.
Walmart Connect U.S. revenue grew 43% in Q2 2026, excluding Vizio, with global advertising margins estimated between 70% and 80%.
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