Walmart opens first-party data to advertiser partners
Walmart is helping participants in its retail media network eliminate silos with their media teams and technology partners.
Walmart Data Ventures, which develops business applications based on the discount giant’s first-party data, is introducing a new API called Scintilla Media Data Feed which allows advertisers in the Walmart Connect retail media network to securely share Walmart first-party operational and retail data through scalable API access with their agency and tech partners.
Advertisers can use Scintilla Media Data Feed to securely share Walmart's first-party operational and retail data trusted agency and technology partners through a pre-curated set of data elements, helping ensure access is structured, secure, and aligned to their business needs.
Walmart introduced the Scintilla platform, which provides a unified picture of category performance and consumer trends at scale, under the name Luminate in 2021 and then updated it to Scintilla earlier in 2025.
[READ MORE: Walmart expands, renames Luminate data platform]
The company says Scintilla Media Data Feed is the next step in an information-sharing initiative it began in 2024 with a capability called Scintilla Insights Activation that lets users seamlessly apply Scintilla data to Walmart display ad campaigns using a self-serve, automated solution.
Scintilla Media Data Feed is designed to provide first-party data at scale, omnichannel visibility across store and digital, and closed-loop measurement that ties media directly to sales. It enables advertisers to securely approve API access to approximately 500 operational and retail elements, such as digital transactability, item attributes, and omni sales, to partners including agencies, tech platforms, and third-party providers.
With access to this operational and retail data, Walmart says its advertising partners can plan media investments with a clearer understanding of baseline demand, optimize campaigns with greater precision to maximize efficiency and performance, and measure performance against total business outcomes as well as media metrics.
“Today’s launch marks an important next step forward in how retail insights and media activation come together,” Linda Lomelino, VP, product, data monetization & ads, Walmart, said in a corporate blog post. “In 2024, we launched Scintilla Insights Activation, which reduces the gap from insights-to-activation by identifying and activating opportunities in an easier and faster way. With Scintilla Media Data Feed, that connection now extends even further by bringing those insights directly to the platforms and partners advertisers already use to plan, optimize, and measure media."
Based in Bentonville, Ark., Walmart Inc. operates more than 10,900 stores and numerous e-commerce websites in 19 countries.
