The retail giant is launching a new marketplace called Connect Select that makes streaming TV ads available to buy through Walmart DSP—Walmart’s demand-side platform—alongside search and display ads. Advertisers can buy ads on Vizio and premium publishers, including Warner Bros. Discovery. Connect Seller is also plugged into supply-side platforms, FreeWheel, Index Exchange, Magnite, and PubMatic.
The move will make it easier for small and medium-sized businesses on Walmart’s third-party marketplace to get their ads on TV, according to Ryan Mayward, svp and general manager of Walmart’s retail media business, Walmart Connect.
