Walmart DSP will be available to select suppliers just in time for the holiday shopping season


US retailer Walmart launches a new demand-side platform called Walmart DSP. (Credit: Raysonho @ Open Grid Scheduler / Grid Engine /

Walmart Connect, the media business of Walmart, has expanded its off-site media offerings at scale with the launch of a new demand-side platform called Walmart DSP.

The American retail giant had developed the new platform in partnership with The Trade Desk, a programmatic advertising demand-side platform for digital media buyers.

The retailer claimed that in contrast to other available DSP products, its standalone platform combines the technology and performance of The Trade Desk with its robust scale of first party omnichannel data. This enables advertisers to increase the effectiveness of their overall media spend, said Walmart.

Select suppliers will be able to avail Walmart DSP by the end of October, ahead of the holiday shopping season.

The demand-side platform will help suppliers connect with the right customers at the right time, gain complete access to The Trade Desk’s inventory across various channels, and in closing the measurement loop across digital as well as in-store sales.

Walmart Connect senior vice president Rich Lehrfeld said: “We want to make it easier and simpler for brands and advertising agencies to partner with us through programmatic and self-serve solutions, and Walmart DSP is the latest release in our product innovation pipeline to deliver on that goal.”

Formerly called Walmart Media Group, Walmart Connect is an advertising platform, which is engaged in offering opportunities for partners to expedite their connection to customers in a closed-loop, omnichannel environment.

In February 2021, the US retailer acquired the IP and technology behind Thunder, a creative automation ad-tech company. The acquisition was taken up for complementing Walmart Connect and support the roll out of a self-serve platform on it.

Earlier this week, Walmart announced the creation of a new business division called Walmart GoLocal for providing delivery-as-a-service to businesses of all sizes.