The news: At their first joint IAB NewFronts presentation, Walmart and Vizio outlined updates to their strategy for connecting CTV and retail media.

• The companies unveiled a first-to-market branded content and product placement partnership with L’Oréal that will place its products within VizioOS content. Walmart will link those placements to shoppable product pages and other retail touchpoints.
• Walmart is also debuting a unified login for customers across Vizio products and Walmart’s Onn TV brand—giving advertisers clearer insights into how CTV engagement translates to retail results.
• Vizio pointed to addressable CTV ad formats, including spots within its FAST channel WatchFree+, a dedicated sports portal, and Home Screen takeovers. This offering helps Walmart expand its offsite capabilities and attract nonendemic advertisers in categories such as automotive and QSR.

Walmart and Vizio teased early results of their content-to-commerce push, sharing that 65% of Walmart customers said CTV ads were beneficial for discovering new products. Successful Walmart Connect CTV campaigns saw a 44% media viewing rate, while a campaign for Cafe Bustelo led to 98% incremental household reach.

Retail meets CTV: Partnerships and acquisitions are accelerating the convergence between retail media and CTV.

Beyond Walmart and Vizio, companies like Amazon are also driving the shift. Prime Video combines CTV’s reach with Amazon’s retail data to offer closed-loop attribution; Amazon’s transactional and behavioral insights mean CTV advertisers can optimize targeting and measurement.

Retailers like Albertsons, meanwhile, are expanding their off-site shoppability offerings—allowing brands to reach shoppers via streaming platforms with ads linking to purchase.