Walmart Data Ventures has launched Scintilla Media Data Feed, an API that lets advertisers securely stream Walmart retail and operational data to their agencies and tech partners. The goal is to replace fragmented, manual data sharing with near real-time, omnichannel signals that directly inform media planning, optimization, and measurement.
Key Takeaways
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Closing the data gap: Scintilla Media Data Feed securely extends first-party Walmart data beyond an advertiser’s walls, giving partners a shared, structured view of omnichannel performance so they can connect retail signals to media decisions more effectively.
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From insight to action: With access to roughly 500 retail and operational elements, brands can spot competitive opportunities and then activate targeted campaigns, as shown by a CPG example that used Scintilla to drive sales lift, win-back, and new buyer acquisition.
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Always-on, omnichannel visibility: By integrating these APIs into existing tools, partners can move from one-off exports to continuous, near real-time feeds, enabling dynamic rules, tighter alignment of media with store and digital performance, and smarter “next dollar” investment decisions.
