Google bringing Walmart Connect to Display & Video 360

Quote from Ryan Mayward, GM and SVP, Walmart Connect U.S.

Quote from Courtney Rose, VP, Retail at Google

A new partnership between Google’s Display & Video 360 and Walmart Connect, announced today, will help advertisers reach high-intent shoppers through YouTube campaigns and measure their results with closed-loop measurement.

Brands can now use audience insights from Walmart, the No. 1 U.S. omnichannel retailer ¹ , and reach its 150 million weekly U.S. customers ²

through YouTube campaigns. They’ll then be able to see how those ads impact sales at Walmart.

Advertisers can use Walmart Connect audiences and measurement within Google Display & Video 360 while also benefiting from the Gemini advantage in their campaigns, enabling a more connected approach to planning, activation and measurement across the shopper journey.

This integration is rolling out now in Display & Video 360, starting with YouTube campaigns, with more inventory to come in the future.

Connect with your Google account team to be a part of the next era of commerce.

Google announced a powerful new integration bringing Walmart Connect’s first-party shopper audiences and closed-loop measurement directly into Display & Video 360 (DV360). This landmark partnership allows brands to layer Walmart’s real-world purchase data onto premium YouTube video campaigns to track exactly how their digital ads drive omnichannel retail sales. [1, 2, 3]

What Advertisers Get

First-Party Data Targeting: Access to Walmart’s verified consumer buying data, moving away from less precise modeled signals.
Closed-Loop Measurement: Precise tracking that ties YouTube ad exposure directly to online and offline Walmart sales.
Unified Workflow: The ability to plan, activate, and measure retail media networks inside their existing DV360 dashboard. [1, 2, 3, 4]

The Strategy Behind the Move

The feature is launching via an invite-only phase focused strictly on YouTube campaigns, with plans to expand across other Google properties and connected TV environments down the road. For Walmart, this follows the removal of its exclusivity clause with The Trade Desk, allowing it to expand its offsite ad reach. For Google, the deal provides a privacy-compliant solution to cookie deprecation by utilising highly valuable, logged-in retail data. [3, 5, 6, 7]