Walmart Connect expands offsite retail media reach via Yahoo DSP

Walmart Connect has made its first-party data available through the Yahoo DSP, activating Vizio CTV inventory via Magnite in a closed proof-of-concept following the expiration of its exclusive deal with The Trade Desk.

The numbers

3.5% Walmart Connect's share of US retail media spend
74% Share of US retail media spend controlled by top three networks
$88.6 billion Amazon Ads revenue in 2026
$60.32 billion US retail media ad spending in 2025
$71.09 billion Forecast US retail media ad spending in 2026

Sources

osmos.ai

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