Everything You Need To Know About Walmart's Demand-Side Platform (DSP) [in Partnership with The Trade Desk]

By Tinuiti Team

Walmart Connect has ushered the benefits of automation into their off-site advertising arsenal through their recently-announced partnership with The Trade Desk. For advertisers looking to reach Walmart’s extensive network of in-store and shoppers across the internet and streaming devices, things just got a whole lot easier. As for how many shoppers Walmart physically, or digitally, sees in an average week…

“Each week, approximately 220 million customers and members visit approximately 10,500 stores and clubs under 48 banners in 24 countries and eCommerce websites.”

Walmart shared the news of their new DSP in August 2021, noting that their overall “vision is focused on three key strategic areas that allow [Walmart Connect] to go beyond traditional media channels and offer meaningful experiences and integrations to bring brands measurably closer to their customers.”

Walmart Connect’s three key strategic areas of focus include:


Walmart DSP Differentiators

Walmart’s is not the first automated ad-buying tool in the market, but it has entered the space with a splash by partnering with The Trade Desk (TTD)—the largest independent DSP globally—for its bespoke build.

So, is Walmart’s DSP essentially The Trade Desk DSP by a different name? Not exactly.

“Walmart’s new DSP marries the power of The Trade Desk’s industry leading technology with Walmart’s expansive omni-channel first party data, leading to a differentiated offer that is now open to more sellers at scale. With the added benefit of Walmart’s closed loop reporting, sellers will have a clear view of the impact that their omni-channel ad efforts are having throughout all points of the customer journey, both on and offline.”

Stuart Clay

Stuart Clay, Associate Director, Marketplace Strategic Services at Tinuiti
As reported by AdExchanger in early 2021:

“Walmart’s DSP is a separate, walled-off version of the Trade Desk, filled with exclusive Walmart data and inventory (and connected to a different cloud, given that using Amazon Web Services is verboten for Walmart).”

Walmart brings their own strengths to the partnership as the world’s largest retailer, a “first place” status they’ve secured by a sizable margin against runner-up, Amazon.

Walmart Connect notes:

“Unlike other DSP products in the market, our standalone platform combines the best-in-class technology and performance of The Trade Desk with the robust scale of Walmart’s unparalleled first party omnichannel data, allowing advertisers to be more effective with their overall media spend.”


Walmart DSP Capabilities & Benefits


In early 2021, Jeff Green, CEO of The Trade Desk, shared the following takeaway regarding the partnership in TTD’s company newsletter, The Current:

“By connecting the dots and closing the loop — from ad purchase, to consumer purchase, to look-a-like modeling, to repeating the process — the brand’s media sales are optimized to sell more product at Walmart. They are now getting more insights than ever.”

Jeff Green, cofounder, and CEO of The Trade Desk
First-party data is only growing in value as brands and advertisers prepare for a cookieless future. As marketers look for innovative ways to reach targeted audiences in an increasingly privacy-focused space, we expect interest in Walmart’s DSP, and the streamlined capabilities it offers, will grow along with it.

Want to learn more about Walmart advertising? Reach out today to chat with an expert!

You Might Be Interested In

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.