Walmart Connect Accelerates Offsite Retail Media Growth
Walmart Connect, Walmart’s U.S. advertising division, is making a bold move in the world of retail media networks by expanding its offsite advertising strategy. The company recently announced new partnerships with Yahoo’s Demand-Side Platform (DSP) and programmatic ad tech provider Magnite, following the end of its four-year exclusivity agreement with The Trade Desk in late 2025. This strategic shift underscores Walmart Connect’s ambition to broaden the ways advertisers can leverage Walmart’s first-party data and reach audiences beyond its owned platforms—particularly through connected TV (CTV) inventory.
Key Details of the Yahoo and Magnite Partnership
For the first time, advertisers will be able to access Walmart’s valuable customer data outside of Walmart’s own DSP using Yahoo’s DSP, which is now integrated with Vizio—Walmart’s recently acquired connected TV brand—through Magnite. This partnership enables a new level of targeting and measurement, allowing brands to activate Walmart’s audience insights in programmatic environments where they already buy media.
Magnite’s supply-side technology plays a crucial role by supporting audience decisioning across multiple DSPs, all while leveraging Walmart’s robust data enablement model. The result is a more seamless way for advertisers to reach Walmart shoppers wherever they consume media, including the rapidly growing CTV and streaming landscape.
Rising Importance of Offsite Retail Media Networks
The expansion arrives as the broader retail media industry increasingly prioritizes offsite strategies. According to eMarketer, offsite retail media ad spending in the U.S. is projected to exceed $17 billion in 2026, representing nearly 30% year-over-year growth. Retailers such as Dollar General, Home Depot, and Albertsons are also embracing offsite retail media networks, recognizing that advertisers demand full-funnel solutions that reach consumers beyond retailer-owned properties.
Walmart initially partnered with The Trade Desk in 2021 to launch its standalone DSP. The conclusion of their exclusivity agreement has opened the door for Walmart Connect to diversify its partnerships and accelerate innovation.
Impact on Advertisers and Measurement Capabilities
One of the most significant advantages of this new initiative is enhanced measurement. Walmart Connect’s offsite strategy brings closed-loop measurement capabilities to programmatic and CTV environments. With closed-loop measurement, advertisers can directly connect media exposure to actual sales outcomes, offering an unprecedented level of campaign insight.
In 2025, offsite display campaigns run through Walmart Connect achieved a median of 52% new-to-brand customers for advertisers, according to the company. This statistic highlights the unique value proposition of retail media networks like Walmart Connect: they not only reach audiences but also drive measurable business results.
Continued Focus on CTV and Omnichannel Inventory
Acquiring Vizio for $2.3 billion in 2024 was a strategic step for Walmart, giving the retailer a major foothold in the connected TV device market. The latest partnership with Yahoo and Magnite expands this reach, enabling advertisers to access premium CTV inventory through programmatic channels and Walmart’s audience data.
Walmart Connect is also developing its existing DSP, with initiatives like Connect Select—a curated media inventory marketplace designed to streamline access to omnichannel inventory, emphasizing CTV. These efforts demonstrate Walmart’s commitment to remaining at the forefront of retail media network innovation and addressing the evolving needs of modern advertisers.
Impressive Growth in Retail Media Revenue
Walmart Connect’s strategy is delivering tangible business growth. Excluding Vizio, the retailer’s advertising arm posted a 44% year-over-year revenue increase in the first quarter of fiscal 2027. Globally, Walmart’s advertising business saw revenues climb by 37% in the same period. These numbers reflect the surging demand for retail media networks and the powerful role that offsite advertising now plays in the marketing mix.
The Future of Retail Media Networks
As the retail media space evolves, Walmart Connect’s expanded offsite strategy with Yahoo and Magnite is an important milestone. By unlocking new ways for brands to use Walmart’s data in the open web and CTV environments, the company is setting the standard for what retail media networks can achieve. With additional platform partnerships on the horizon, Walmart Connect is poised to maintain its leadership in the rapidly growing world of retail media advertising.
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