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Lead DevelopmentFACT · 4/5•7 Oct '26•Via ExchangeWire

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 partners with Warner Bros. Discovery for linear TV addressable advertising.
•The deal runs via a private marketplace in Walmart DSP, powered by FreeWheel.
•Zeta Global agrees to acquire Digital Audience for undisclosed terms.

Entities:Walmart Connect Warner Bros. Discovery Zeta Global Meta

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FACT · 4/56 Oct '26· Via The Drum

Best Buy Ads Expands Commerce Media Beyond Retail

Best Buy Ads showcased at 'The Drop' an expansion of its commerce media ecosystem, moving beyond retailer-owned properties. Key announcements include the launch of Best Buy CTV, partnerships with Amazon Fire TV, LG, and Roku, opening Best Buy Studios to brands, expanding its creator program, and planning a TikTok Shop launch. This signals a shift towards full-funnel media, where commerce media follows consumers across CTV, social, and in-store experiences. Best Buy also introduced multi-touch attribution and expanded incrementality testing, supported by Circana research showing its ads influence purchases beyond Best Buy's channels. The company's marketplace grew to over 1,200 sellers and nearly one million SKUs, with international sellers added. The article emphasizes that commerce media is becoming a customer-centric ecosystem, integrating content, media, and commerce.

•Best Buy Ads launched Best Buy CTV and partnerships with Amazon Fire TV, LG, and Roku.
•Best Buy Studios is now open to brands for content creation and experiential activations.
•Best Buy plans to launch a TikTok Shop later this year.

Best Buy Amazon LG Electronics LG Roku TikTok Circana

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