Walmart extends retail media network ads into YouTube streaming video
Walmart’s retail media network is opening a major audience platform to its advertisers.
Walmart is enabling brands participating in the Walmart Connect retail media network (launched in 2021 as a revamped version of the Walmart Media Group) to place streaming video ads on YouTube using the Google Display & Video 360 marketing platform.
The addition of YouTube also expands how advertisers can apply Walmart Connect audiences across high-quality video environments, including connected TV and Walmart's owned inventory on the Vizio connected TV/streaming platform, which the discounter purchased at the end of 2024 and made a wholly-owned subsidiary.
“Bringing Walmart Connect’s audiences into that workflow adds a new layer of retail intelligence to premium video reach,” Ryan Mayward, GM & senior VP, Walmart Connect. said in a corporate blog post. “The result is a more connected approach to media activation where advertisers engage high-intent audiences early in the shopping journey and measure how video exposure influences actual sales.”
Currently, Walmart Connect streaming video ads on YouTube in a closed proof of concept phase and will become more widely available at a later time.
The Albertsons Media Collective retail media arm also recently began allowing brand partners to deliver ads through and obtain measurement from YouTube using the Google Display & Video 360 marketing platform.
"With viewers watching an average of 110 million hours of shopping content on YouTube every day, the reach of the platform and potential for engagement is undeniable," said Courtney Rose, VP, retail at Google. "By combining YouTube’s scale with Walmart’s shopper intelligence, advertisers can drive more impact and measure how video campaigns drive retail sales and business outcomes.”
Walmart has been expanding the reach of Walmart Connect during the past few months. In May 2026, the retailer teamed with demand-side platforms (DSPs) and supply partners to let advertisers its audiences and use closed-loop measurement tracking sales across its site, app and stores. Launch partners included Yahoo DSP, beginning with inventory on the Vizio platform made available via the Magnite modular ad platform.
Magnite’s supply-side technology can support audience decisioning across multiple DSPs through the same Walmart-controlled data enablement model. Walmart plans to roll out additional platform partnerships, including more Yahoo DSP integrations and capabilities.
The retailer has also continued to invest in Walmart DSP, including the April 2026 launch of Connect Select, a curated marketplace within its DSP, and expanded integrations with technology partners.
[READ MORE: Walmart Connect streamlines connected TV ad activation]
Connect Select is designed to streamline access to relevant omnichannel inventory with a focus on connected TV. It surfaces recommended inventory optimized for reach and awareness and aligned to campaign goals. Advertisers can discover and activate deals tailored to objectives like product launches, discovery, and brand building.
In addition, Walmart Connect recently gave advertisers new opportunities to reach customers via social media. These include self-serve access, closed-loop measurement, and new shoppable formats.
Based in Bentonville, Ark., Walmart Inc. runs 10,900 stores and numerous e-commerce websites in 19 countries.
