Advertisers can now target Walmart shoppers on YouTube and see when those ads lead to sales, thanks to a new deal between Walmart Connect and Google, executives told ADWEEK.
It’s part of a broader effort from the retailer’s ad arm, Walmart Connect, to make it easier for advertisers to target Walmart shoppers on streaming TV platforms, where brand dollars are increasingly headed.
Last year, Walmart dropped the exclusivity clause in its deal with The Trade Desk, allowing the retailer to partner with more adtech companies. In May, the company announced a deal with supply-side platform Magnite, which allows Walmart Connect to sell ad inventory on Vizio smart TVs through Yahoo’s demand-side platform.
