Walmart Connect opens first-party data to Yahoo DSP buyers
Walmart Connect is expanding access to its first-party data and closed-loop measurement for advertisers beyond its owned properties. This allows advertisers to activate Walmart audiences and measurement when buying media inventory on third-party platforms, starting with VIZIO inventory through Yahoo DSP via Magnite's supply-side technology.
Key Takeaways
- Launch partners start with Yahoo DSP, with VIZIO inventory available through Magnite’s supply-side technology.
- Advertisers can activate Walmart audiences and use closed-loop measurement when buying third-party media inventory.
- Magnite’s technology can support audience decisioning across multiple DSPs through a Walmart-controlled data enablement model.
- Walmart said Offsite Display campaigns delivered a median of 52% new-to-brand customers in 2025.
- Walmart DSP remains in place, alongside the recent launch of Connect Select for curated omnichannel inventory.
Why It Matters
Walmart Connect is pushing retail data outside its owned properties and into advertisers’ existing buying workflows, starting with VIZIO inventory in Yahoo DSP. That matters because it ties Walmart audiences and closed-loop measurement to third-party CTV and other inventory, while keeping data control inside a Walmart-managed enablement model. It also extends Walmart DSP’s role rather than replacing it, with Connect Select adding a curated marketplace for omnichannel inventory. The next signal to watch is when this closed proof of concept becomes broadly available, and whether the planned additional Yahoo DSP integrations arrive.
Read full article at walmartconnect.com
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