Walmart Connect extends shopper-data targeting to linear TV via WBD

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.

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 · adage.com.

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