Walmart Simplifies Streaming Ads for Mid-Sized Business

Walmart Connect has added two new resources for connected TV (CTV) advertisers: a curated marketplace within Walmart DSP called Connect Select and an expanded number of integrations with technology partners.

These new offerings are designed to eliminate the fragmented access to inventory, limited transparency and inefficient supply paths that are common to CTV, and help advertisers, especially mid-sized businesses, tap into the full potential of this form of advertising, the company said in a Monday (April 27) blog post.

“As part of our Brand Solutions offering, we’re bringing together curated supply, Walmart’s first-party audiences, and seamless activation in Walmart DSP, so advertisers of all sizes can extend their brand building strategies into CTV,” Ryan Mayward, general manager and senior vice president, Walmart Connect, said in the post.

Connect Select is designed to remove complexity from the supply ecosystem by surfacing recommended inventory optimized for reach, awareness and alignment with campaign goals, according to the post. It is powered by Walmart’s first-party shopper data and direct supply paths, and, at launch, includes inventory VIZIO; premium CTV publishers such as Paramount and Warner Bros. Discovery; and supply-side platforms such as FreeWheel, Index Exchange, Magnite and PubMatic.

The expanded integrations with technology partners are meant to help advertisers activate and manage Walmart DSP campaigns within the tools they already use, per the post. New partners include Pacvue, which supports campaign management and reporting, and Skai, which provides reporting capabilities.

Walmart CEO John Furner said in February that advertising income and membership fees represented nearly one-third of the company’s operating profit in the fourth quarter. He added that the Vizio business delivered triple-digit advertising growth.

PYMNTS reported in January that Walmart has been doubling down on its retail media strategy. In July 2025, the company introduced an agentic artificial intelligence (AI) advertising assistant called Marty that helps suppliers, sellers and advertisers manage onboarding, orders and campaigns.

In June 2025, it was reported that Walmart was working on shoppable ads for Vizio TVs following its $2.3 billion purchase of smart TV maker Vizio in 2024. The report said that while integrating Vizio, Walmart was looking to, among other things, expand its advertising footprint and offer more tailored ads on its TVs.