Observed Signal · Sep 1, 2026 · Market Signal · Source: Nexxen · Impact: 4/5
Advertisers Can Now Extend Walmart Connect’s Shopper Data into Premium CTV Environments Through Nexxen – Here’s How
Nexxen announces that advertisers can now extend Walmart Connect's shopper data into premium CTV environments through Nexxen.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Walmart Connect Expands to Linear TV with WBD
Walmart Connect announced a partnership with Warner Bros. Discovery to bring its shopper data to linear TV, enabling addressable advertising on channels like TBS and Food Network through Walmart DSP. The deal uses a private marketplace powered by FreeWheel, offering closed-loop sales measurement. Separately, Zeta Global agreed to acquire Digital Audience, a data infrastructure firm, to enhance its identity and activation capabilities across channels. Ofcom has opened an investigation into Meta over its Instagram Instants feature, examining whether risk assessments were conducted before launch, with potential fines if breaches are found.
Walmart Connect: Retail DSP with Vizio CTV Inventory
Walmart Connect is Walmart’s retail media demand-side platform (DSP) that combines Walmart’s first‑party shopper data with programmatic and Connected TV (CTV) inventory. The platform is owned by Walmart Inc. and integrates CTV reach after Walmart’s acquisition of Vizio, linking more than 150 million weekly shoppers to Vizio/WatchFree+ inventory. Walmart Connect emphasizes closed‑loop measurement that traces ad exposure through to in‑store purchase. The publisher page lists the platform as a DSP and positions it at the intersection of retail media, CTV distribution, and closed‑loop attribution.
Walmart Launches Connect Select Streaming Ad Marketplace
Walmart has launched Connect Select, a new marketplace that makes streaming TV inventory available to buy through Walmart DSP alongside search and display ads. Advertisers using the platform can buy inventory on Vizio and premium publishers including Warner Bros. Discovery. The rollout also connects Walmart’s seller-side capability (referred to as Connect Seller) into supply-side platforms FreeWheel, Index Exchange, Magnite and PubMatic. Walmart says the move is intended to open upper-funnel streaming ad opportunities to small and medium-sized businesses selling on its third-party marketplace. The announcement was reported by Adweek and includes commentary from Ryan Mayward, SVP and general manager of Walmart Connect.
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