Walmart Connect Pushes Beyond Retail Media Boundaries with Yahoo and Magnite

Bythearabmashriq

PublishedJune 2, 2026

The retail media network is opening its first-party data and closed-loop measurement to new programmatic partners, with a sharp focus on connected TV inventory.

Walmart Connect has announced new partnerships with Yahoo’s demand-side platform and supply-side technology provider Magnite, marking the first time the company’s customer data can be activated outside of the Walmart DSP by these platforms. The move is a significant step in the network’s growing offsite strategy, which took shape after its four-year exclusivity agreement with The Trade Desk concluded last fall.The initial focus is connected TV. Magnite’s supply-side technology will serve Vizio inventory — Walmart’s CTV platform, acquired for $2.3 billion in 2024 — through Yahoo’s DSP, giving advertisers a programmatic path to reach Walmart audiences in streaming environments. The expansion is currently in a closed, proof-of-concept phase, with additional Yahoo DSP integrations and capabilities expected to follow.

The strategic logic is straightforward: bring Walmart’s audience insights and measurement into the buying environments where advertisers already operate. Magnite handles audience decisioning across multiple DSPs while tapping into Walmart’s data model, and the arrangement extends Walmart’s closed-loop measurement — connecting media exposure directly to in-store and online purchase outcomes — to these new channels. In 2025, offsite display campaigns through Walmart Connect delivered a median of 52% new-to-brand customers for advertisers.

Walmart isn’t alone in this pivot. Dollar General, Home Depot, and Albertsons have each moved to extend their retail media data into offsite and full-funnel environments in recent months. The broader industry is chasing a fast-growing segment: offsite retail media spend in the U.S. is on track to exceed $17 billion this year, according to eMarketer.

Meanwhile, Walmart is simultaneously investing in its own programmatic stack. The recent launch of Connect Select a curated omnichannel inventory marketplace with a CTV emphasis — signals that the company sees its own DSP and these new external partnerships as complementary rather than competing bets. Walmart Connect, excluding Vizio, posted 44% year-over-year revenue growth in fiscal Q1 2027, with the company’s global advertising business rising 37% over the same period.

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