Walmart Connect audiences come to Google Display & Video 360

Google and Walmart announced a partnership on an unspecified date, integrating Walmart Connect audience targeting and sales measurement into Google's Display & Video 360 platform. This collaboration allows advertisers to leverage Walmart's first-party shopper data to target consumers on YouTube, with the added capability of measuring whether these YouTube campaigns directly result in sales at Walmart stores. This integration addresses a significant measurement gap in digital advertising by enabling closed-loop attribution, connecting ad exposure to actual retail purchases. Previously, Walmart ended an exclusivity arrangement with The Trade Desk, signaling a broader strategy to make its audience and measurement tools accessible across multiple advertising platforms. The partnership provides advertisers with access to Walmart's insights on its 150 million weekly U.S. customers and offers sales attribution tied to Walmart purchases, all managed within the Display & Video 360 workflow. The initial rollout focuses on YouTube campaigns, with further expansion anticipated.