Blog / Insights
A Powerful New Integration: Inside the Yahoo DSP x Walmart Connect Partnership
Yahoo DSP is the first DSP outside of Walmart’s own where advertisers can access Walmart Connect’s first-party audiences built on real purchase data. This milestone integration brings the precision of Walmart Connect retail audience and closed-loop measurement data directly into advertisers' existing Yahoo DSP media mix.
Adam Roodman
GM, Yahoo DSP
Commerce media networks have long been a strategic priority at Yahoo DSP. From integrations with leading retailers to partnerships powered by data that extends far beyond traditional purchase signals, we’ve long understood the value of a proprietary audience and offsite activation for brands. This retail data tells a clean story about consumer behavior, enabling brands to meet audiences across every touchpoint and stage of the consumer journey, with relevant and consistent messaging.
Today, we’re taking another leap forward in expanding our retail capabilities through a strategic partnership with Walmart Connect, making Walmart Connect’s unique audiences available for advertisers to activate in Yahoo DSP.
A powerful new integration
The first phase of this partnership enables Yahoo DSP advertisers to activate Walmart’s powerful data across premium VIZIO Connected TV inventory via Magnite.
Yahoo DSP is the first DSP outside of Walmart’s own where advertisers can access Walmart Connect’s first-party audiences built on real purchase data. This milestone integration brings the precision of Walmart Connect retail audience and closed-loop measurement data directly into advertisers' existing Yahoo DSP media mix. Now, brands can effortlessly extend their reach, drive consideration, and measure impact based on actual purchases without the hassle of adding new platforms, managing separate integrations, or increasing operational complexity.
The result is a simplified user experience and a more efficient use of media investment.
What this first phase means for advertisers:
- Unique audience reach and deterministic first-party data: Walmart serves more than 150 million customers every week across its physical stores, website, and app.1 Not only is this an audience of impressive scale, it's also an audience of active shoppers. Walmart Connect gives advertisers direct access to these consumers at the precise moments they are most likely to buy. Because Walmart owns both the retail footprint and the media platform, it offers something few ad networks can: targeting built on actual purchase behavior. Instead of guessing intent based on vague browsing habits, brands can reach customers based on what they have already bought, searched for, and added to their carts, both online and in-store.
- Premium VIZIO inventory via a full-funnel approach: CTV has traditionally been leveraged as an upper-funnel channel, but the rise of shoppable TV and interactive creative experiences is rapidly expanding its lower-funnel potential. Through VIZIO’s premium supply, brands can move beyond traditional performance-oriented retail media environments and deliver engaging experiences to Walmart audiences through a channel that is becoming increasingly influential in consumers’ purchase decisions.
- Measurable, closed-loop results: Walmart Connect’s robust reporting tools eliminate the guesswork by giving advertisers a crystal-clear view of campaign performance, including impressions, clicks, purchases, and return on ad spend (ROAS). With closed-loop measurement tied directly to real Walmart sales, the result is not just broader reach, but accountable brand performance that connects upper-funnel investment directly to business outcomes.
The Yahoo DSP advantage
Our priority at Yahoo DSP is to continuously simplify how advertisers reach their high-value consumers. This partnership with Walmart Connect marks a milestone in our commitment to offering high-quality, actionable data for programmatic campaigns. Yahoo DSP advertisers can capitalize on the following benefits through this partnership:
- More efficient use of media investments: With Yahoo ConnectID, our privacy-centric identifier, always activated within Yahoo DSP, advertisers can maximize the impact of working media against Walmart Connect audiences.
- Easy activation: Achieve friction-free activation by incorporating Walmart Connect audiences in your existing Yahoo DSP workflows, removing the need to juggle multiple platform UIs.
- Advanced reach and frequency management: Unlock incremental audience reach of Walmart Connect’s audiences and control frequency across devices to maximize campaign efficiency and minimize ad fatigue.
This is only the beginning of a strategic partnership aimed at bringing Yahoo DSP advertisers even more opportunities to reach Walmart Connect audiences across premier offsite environments with highly relevant, targeted messaging.
To learn more about this partnership, reach out to your Yahoo DSP representative today.
1Walmart annual report papers, February 2025.
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About Adam Roodman
Adam Roodman is the General Manager of Yahoo DSP, where he leads the global strategy for the platform’s product roadmap, strategic initiatives and advertising partnerships. Roodman has over 20 years of experience in the advertising industry with deep expertise in demand-side strategy, identity, measurement, and outcome-driven advertising. Previously, Roodman held several leadership roles at Yahoo and AOL, and joined from Microsoft where he led the demand side of their first launched Ad Exchange, AdECN.
