Alphabet’s Google integrated Walmart’s shopper data into the Display & Video 360 (DV360) advertising platform.
Brands use Walmart Connect’s first-party insights to target high-intent shoppers through YouTube campaigns.
Advertisers can now measure the direct impact of YouTube spending on Walmart’s online and in-store sales.
This integration marks the first time such measurement is available within the DV360 platform.
The initiative currently operates as a proof of concept on YouTube.
Future plans include expanding the partnership to other advertising inventory.