Case study
Walmart DSP and retail data in action
ZURU Group boosts purchases of Goodlands’ new pet food using retail data.
Retail Media
Drive smarter targeting and measurable results with Walmart DSP
Share:
Retail media is transforming how advertisers connect with consumers across the open internet. By combining first-party purchase data with programmatic precision, retailers are enabling marketers to target more effectively, optimize campaigns in real time, and deliver measurable business outcomes. Walmart DSP is a leader in helping marketers turn retail intelligence into actionable insights and performance.
As shopping habits and media consumption fragment across more channels, the foundation of effective advertising is shifting. Retail data is now among the most reliable signals of consumer intent and engagement, connecting what people buy with how, when, and where they interact online.
Together, Walmart DSP and The Trade Desk make it possible for advertisers to activate the retail giant’s first-party data and turn purchase insights into measurable campaign performance.
Reach the right audience with precision and scale
Through a unique combination of Walmart’s shopping behavior insights and advanced media buying tools, you can more efficiently plan, activate, and measure campaigns across media channels.
Advertisers can access 150 million shoppers every week1 across Walmart’s e‑commerce and 4,600 stores.2 Mapped to the SKU level, this first-party data makes it possible to build granular segments and measure results both online and in stores, where 89% of CPG purchases still occur.3
Thousands of prebuilt audience segments grounded in purchase behavior help advertisers — whether they sell through Walmart or not — find the shoppers who matter most.
Full-funnel orchestration
Walmart DSP unites audience data with orchestration across channels and devices, helping brands manage frequency and match messaging to each stage of the journey:
Awareness: Reach in-market audiences on connected TV, display, and audio, both on-site and off-site
Consideration: Retarget engaged viewers with deeper storytelling through video or audio
Intent: Drive action with lower-funnel display or mobile placements
Even small shifts in your channel mix can make a measurable difference.
Campaigns that activated audiences across multiple media channels saw an average 49% higher conversion rate than those using a single channel.4
Measuring what matters
Walmart Connect’s closed-loop measurement capabilities power media buying and planning by linking ad exposure directly to in-store and online sales.
New buyer reports: Tracks new-to-brand customers and updates daily
Sales lift reports: Quantifies incremental sales impact
Rest-of-market analysis: Shows how Walmart DSP campaigns can drive sales beyond Walmart stores
These capabilities lead to measurable outcomes. Notably, advertisers using the new buyer reports saw up to 29% more new customers, while rest-of-market analyses recorded an average 4.8% sales lift outside of Walmart stores.5
Additionally, you can measure upper-funnel KPIs, such as incremental reach and brand lift, through third-party measurement partnerships.
Together, Walmart Connect and The Trade Desk give advertisers a more complete view of performance, proving how retail data activation can turn every impression into measurable growth. That’s the advantage of this partnership — helping brands see the business impact of their media spend from awareness all the way through to purchase.
Want to explore how to activate Walmart DSP in your campaigns? Contact your Walmart Connect or The Trade Desk representative today.
Sources:
1. Walmart annual report papers, March 14, 2025.
2. Walmart first-party data, February 2025.
3. Tastewise, EMarketer 2025, ECDB.
4. Walmart first-party data, Jan. 1 – Dec. 31, 2024; results are an average of brands. Conversation rate is the percentage of all ad-exposed customers who made a purchase during the analysis period. Walmart Offsite does not include social media campaigns. Past results do not guarantee future performance.
5. NCSolutions rest-of-market studies for Walmart advertisers, 2024 – 2025.
EDGE ACADEMY | CERTIFICATION
Earn your free Edge Academy certification and learn how to apply programmatic best practices that drive measurable results