Walmart Connect is rolling out new connected TV capabilities aimed at making streaming inventory easier to buy and more transparent. The expansion centers on Connect Select, a curated marketplace within Walmart DSP, plus deeper integrations with ad tech partners to help especially mid-sized advertisers scale CTV campaigns more efficiently.
Key Takeaways
-
Connect Select simplifies CTV buying: Led by general manager and SVP Ryan Mayward, Walmart Connect is packaging curated CTV supply and first-party audiences inside Walmart DSP so brands can extend upper-funnel strategies into streaming without navigating fragmented inventory paths.
-
Premium supply and cleaner paths: Connect Select surfaces recommended CTV inventory optimized for reach and awareness, drawing on Walmart shopper data and direct supply from Vizio, major publishers like Paramount and Warner Bros. Discovery, and SSPs including FreeWheel, Index Exchange, Magnite, and PubMatic.
-
Tools that fit existing workflows: New integrations with platforms such as Pacvue and Skai allow advertisers to manage and report on Walmart DSP CTV campaigns in the tools they already use, reinforcing retail media’s growing role in Walmart’s profit mix and its broader push into TV-driven, shoppable advertising.
