The news: Walmart Connect broadened its off-site media strategy by adding more demand-side platforms (DSP) and programmatic platforms, including Yahoo DSP for Vizio inventory accessed through Magnite, the company announced Thursday.

Walmart is opening up its off-site media walled garden. Making Walmart Connect’s first-party data available beyond its own DSP helps advertisers reach consumers across channels.

Walmart said that in 2025, 52% of the median Walmart Connect Off-site Display campaign’s attributed purchasers were new-to-brand.

Why it matters: Expanding access to high-engagement environments like connected TV gives brands more opportunities to build awareness and influence purchase decisions before consumers make a final choice.

Walmart’s integration links off-site ad activity to its sales data, giving marketers a clearer view of how campaigns on the open web contribute to business outcomes.

Retail media’s off-site opportunities are expanding, making Walmart Connect’s move especially relevant:

• CTV is valuable for brand-building as viewers shift toward streaming. By extending Walmart Connect’s data into inventory such as Vizio through programmatic partners, advertisers can pair TV-like reach with more precise audience targeting and measurement capabilities.
• Audience segmentation based on retailers’ first-party data is the most important targeting solution for US marketers looking to activate off-site advertising, per 2025 TripleLift data. Walmart’s move directly addresses that preference by giving advertisers more flexibility to apply its shopper data across off-site programmatic channels, rather than limiting activations to Walmart’s own buying tools.

Implications for marketers: Walmart Connect’s expansion makes its retail media offerings more flexible, measurable, and relevant beyond the point of purchase. Brands can use Walmart’s first-party shopper data across off-site environments while still tying exposure back to Walmart’s sales. That makes the offering useful for both conversion-focused campaigns and upper-funnel goals like consideration, awareness, and customer acquisition.