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# Walmart Connect brings closed-loop measurement to linear TV, audio, CTV
- URL: https://www.medianexis.com/walmart-connect-brings-closed-loop-measurement-to-linear-tv-audio-ctv/
- Published: 2026-10-12T14:22:17.000Z
- Updated: 2026-10-12T14:22:18.000Z
- Description: MediaPost’s Laurie Sullivan reports that Walmart Connect unveiled expanded partnerships with Warner Bros. Discovery, Spotify and Yahoo DSP, letting advertisers use its audiences and closed-loop measurement across live linear TV, streaming audio and CTV for the first time.
- Author: The Signals Desk
- Tags: Retail-media, Laurie Sullivan, Walmart, Spotify link audio ads to retail purchases

**Why it matters.** Advertisers gain the ability to attach Walmart’s first-party sales data to linear TV buys on networks like TBS, a measurement link TV sellers have struggled to offer on their own.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Laurie Sullivan*](https://www.medianexis.com/tag/by-laurie-sullivan/) *·* [*read the original*](https://www.mediapost.com/publications/article/418530/walmart-connect-expands-audience-ctv-measurement.html?edition=144082&ref=medianexis.com)*.*