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# Walmart Connect extends shopper-data targeting to linear TV via WBD
- URL: https://www.medianexis.com/walmart-connect-extends-shopper-data-targeting-to-linear-tv-via-wbd/
- Published: 2026-10-11T01:34:49.000Z
- Updated: 2026-10-12T14:22:19.000Z
- Description: ExchangeWire reports that Walmart Connect has partnered with Warner Bros. Discovery to let advertisers apply Walmart shopper audiences to addressable targeting on live linear TV, bought through Walmart DSP via a private marketplace powered by FreeWheel.
- Author: The Signals Desk
- Tags: Retail-media, Walmart, Spotify link audio ads to retail purchases

**Why it matters.** Advertisers gain access to closed-loop sales measurement tying linear TV exposure to Walmart’s online and in-store purchase data, a proof point linear has historically lacked.

*Based on reporting by* [*exchangewire.com*](https://www.exchangewire.com/blog/2026/10/07/digest-walmart-connect-brings-shopper-data-to-linear-tv/?ref=medianexis.com) *·* [*adage.com*](https://adage.com/studio-30/publishing-partners/aa-media-ecosystem-complex-using-shouldnt-be/?ref=medianexis.com)*.*