Walmart Connect Expands Offsite Ad Ambitions with Yahoo and Magnite

Retail giant breaks exclusive chains to unleash first-party data across the connected TV landscape.

Walmart is making a massive play to change how brands talk to shoppers when they are not even browsing its aisles or website. In a strategic move covered closely by CIO Bulletin, the retail giant’s advertising division, Walmart Connect, is officially opening up its treasure trove of customer data to outside tech platforms. By teaming up with Yahoo and the ad-tech firm Magnite, the company is preparing to broadcast highly targeted ads directly onto television screens across America. As Walmart Connect expands offsite ad capabilities, the primary focus is zooming in on Connected TV (CTV), the fast-growing world of smart TVs and streaming applications.

This expansion marks a major shift in strategy. For four years, Walmart locked its advertising data behind an exclusive agreement with a single partner, The Trade Desk. Now that the contract has ended, the retailer is eager to meet brands where they already spend their money.

Why Smart TVs Hold the Key to the Future

The timing is perfect, especially since Walmart bought smart TV manufacturer Vizio for $2.3 billion. Through this new setup, advertisers can use Walmart's real-world shopping insights to serve commercials on streaming platforms, then track exactly whether those ads led to actual purchases.

According to data shared with CIO Bulletin, the power of this strategy is already proven:

• Massive Growth: Offsite retail media spending in the U.S. is expected to surge by nearly 30% to top $17 billion.

• New Customers: In previous offsite campaigns, Walmart Connect delivered a median of 52% brand-new customers to participating advertisers.

• Surging Revenue: Walmart’s ad business just posted an impressive 44% year-over-year revenue jump in its latest quarter.

By giving advertisers a clearer picture of the journey from a television commercial to a checkout counter, Walmart is no longer just a place to buy groceries, it is becoming an advertising powerhouse.