News Summary:
On May 1, 2026, Walmart Connect launched Connect Select, a curated marketplace embedded within its demand-side platform (DSP), giving advertisers direct programmatic access to connected television (CTV) inventory combined with Walmart's first-party shopper data. Ryan Mayward, GM and SVP of Walmart Connect, described this as a structurally significant move in the retail media network's offsite media buildout, which the company previously introduced to streamline and scale CTV activation for advertisers of all sizes. Previously, on April 27, 2026, Pacvue announced an expanded partnership with Walmart Connect, integrating Walmart’s DSP into its AI-Powered Commerce Media OS. This integration will allow advertisers to build, automate, and optimize Walmart DSP campaigns alongside onsite placements. Earlier, on April 26, 2026, Mark Kirkham, Chief Marketing Officer for PepsiCo Beverages North America, highlighted how Walmart Connect helped the company utilize retail media for product launches, moving beyond lower-funnel conversion. Kirkham noted that Walmart Connect's shopper signals shaped targeting, creative, pricing, and broader go-to-market planning for a new prebiotic cola.
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