Google and Walmart are partnering to bring Walmart Connect audience targeting and sales measurement into Display & Video 360, starting with YouTube campaigns.
The integration gives advertisers access to Walmart’s shopper data while allowing them to measure whether YouTube ads drive actual sales at the retailer.
What’s happening. Brands can now activate Walmart Connect audiences within Display & Video 360 and use those insights to reach shoppers across YouTube.
The partnership also enables closed-loop measurement, allowing advertisers to connect ad exposure with purchases made at Walmart.
Why we care. The partnership combines Walmart’s valuable first-party shopper data with YouTube’s massive reach, allowing brands to target consumers based on actual retail behavior rather than inferred interests alone.
More importantly, it closes a longstanding measurement gap. Instead of simply tracking views or clicks, advertisers can see whether their YouTube campaigns drove sales at Walmart, making it easier to connect media spend to business outcomes and justify investment in video advertising.
The big picture. Retail media networks are increasingly extending beyond their owned properties, bringing shopper data and measurement capabilities to broader digital advertising channels where brands are investing more of their budgets.
Between the lines. The deal reflects Walmart Connect’s push to make its audience and measurement tools available across more advertising platforms. Last year, Walmart ended the exclusivity arrangement tied to its partnership with The Trade Desk, opening the door to additional ad tech integrations.
What advertisers get. Access to Walmart’s audience insights, reach to the retailer’s 150 million weekly U.S. customers through YouTube campaigns, and sales attribution tied to Walmart purchases — all within the Display & Video 360 workflow.
What’s next. The rollout is beginning with YouTube campaigns, with Google and Walmart planning to expand the integration to additional inventory over time.
The bottom line. The partnership brings retail media data, media activation and sales measurement closer together, giving advertisers a more direct way to connect YouTube campaigns with in-store and online purchasing behavior at Walmart.
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