If you want a leg up on the top retailer in America, you’ll need to start with a highly refined Walmart DSP strategy. From audience building to channel private marketplaces (PMPs), a keen understanding of what levers you can pull – and when to pull them – is critical for success on the platform. Plus, by leveraging PMPs beyond Walmart, you can optimize your efforts and see larger success. In this webinar, our Retail Media advertising experts talk about everything brands need to know to build their presence and see results on Walmart DSP as well as other retail offsite opportunities.

1. Walmart DSP
& Beyond
Leveraging Offsite Tactics to Fuel
Omnichannel Growth

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Walmart.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future

5. Our Speakers
STU CLAY
Associate Director of Marketplace
Strategic Services
RAQUEL KOZLOWSKI
Associate Director of
Retail Programmatic

6. Agenda
● Industry Overview
● Walmart DSP Program Information
● Approach, Use Cases & Learnings
● Audiences & Targeting
● Reporting & Attribution
● Going Beyond Walmart DSP
6

7. Have you participated in offsite
advertising through Walmart
Connect in the past?
● I have
● I have not
POLL

8. Industry Overview
8

9. Growing Opportunity Across Programmatic & Retail Media
9

10. Walmart DSP Program
Information
10

11. A Year Of Transitions…
WALMART
MANAGED
SELF-SERVE
Sponsored
Products
Sponsored
Products
Search Brand
Amplifiers
Offsite Display
Onsite Display
In-Store
11
WALMART
MANAGED
SELF-SERVE
Sponsored
Products
Sponsored
Products
Search Brand
Amplifiers
Search Brand
Amplifiers
Offsite Display Offsite Display
Onsite Display Onsite Display
In-Store
PRE 2021 POST 2021

12. Self-Serve Offsite Display - Walmart DSP
Reach, Experience and Performance at Scale
Walmart
● 150MM weekly customers
● #1 US Retailer
● 90% of America
● #2 ecommerce platform
● 4,700+ US stores
The Trade Desk
● 400B daily impressions
● 819M global devices
● #1 CTV DSP
● 100+ global inventory
partners
12

13. Self-Serve Offsite Display - Walmart DSP
Overview:
● Leverage Walmart’s proprietary audience segments through
The Trade Desk’s expansive offsite network for targeting at
scale
● Tap into The Trade Desk’s premium inventory across all devices
● Benefit from AI automated optimizations based on real-time
data
● View in-flight media performance & act on performance via
on-demand optimizations
Considerations:
● Dynamic CPMs based on audiences, tactics and campaign
setup
● Approval by TTD and Walmart currently required
13
+
AWARENESS
CONSIDERATION
INTENT

14. Use Cases & Learnings
14

15. Walmart DSP
Approach
15
Use Cases
● Reinforce onsite Search & Display efforts with
additional advertising touch points outside of
Walmart owned properties
● Brand has an established JBP with Walmart
and is over indexing in Onsite Display
● Brand needs to balance return and growth
tactics through the use of full funnel strategies
● Brand is hoping to earn competitive share and
needs to cast a wider net to promote
new-to-brand and SOV improvements
OUR DSP MANAGEMENT
IS DESIGNED TO:
● Drive brand and product
awareness
● Feed your search and
retargeting funnels
● Drive revenue growth for
your Walmart business

16. Walmart DSP Planning & Prep
16
CONSIDERATION SUMMARY
Approval
Walmart DSP still requires approval to participate. This
opportunity is currently only available for 1P sellers.
Data Preparation
Data preparation and transfer from Connect to the DSP can take
4-6 weeks.
DSP Seat Do you have a TTD seat? If not, does your agency?
Billing
Each advertiser will receive two invoices, one from Connect
(audiences & reporting) & one from TTD (platform)
Reporting Closed loop in platform

17. Audiences & Targeting
Walmart DSP
17

18. 18
Walmart DSP Tactics
Display
Ads
Audio
Ads
Connected
TV
Native
Ads
Video
Ads
Source: Icon made by Triangle Squad from www.flaticon.com

19. Audiences
19
● Brand recent buyers
● Brand predicted buyers
● Category recent buyers
● Category predicted
buyers
● First-party data
● Behavioral
● Demographics
Combined
Segments
Historical segments
Prebuilt audiences using Walmart’s omnichannel purchase history
● Recent brand buyers
● Recent category buyers
Predictive segments
Prebuilt audiences using Walmart’s omnichannel purchase history AND
Walmart’s online search and browse history
● Likely brand customers
● In-market category customers
Walmart Audiences
● Brand recent buyers
● Brand predicted buyers
● Category recent buyers
● Category predicted
buyers
First-party
Customer data collected directly from the client that can be imported into TTD
Behavioral
User data based on user’s online activity, past purchases, searches, clicks,
lifestyle and interests
Demographics
The Trade Desk Audiences

20. Audiences
20
Walmart Audiences
● Brand recent buyers
● Brand predicted buyers
● Category recent buyers
● Category predicted
buyers
The Trade Desk Audiences
● All advertisers can use data segments for in-market or past purchasers for all product categories, but
data segments related specifically to your brand are private.
○ Past purchaser - recent buyers of your brand or a category in the last 6-36 months. The exact
time frame depends on the category your brand falls into (CPG vs. electronics for example).
○ In-market - users predicted to convert or purchase your brand within the next 30 days.
● First-party data - information collected directly from the brand’s customers (app data, CRM data, pixels,
video events, etc.)
● Behavioral - these datasets come from third-party data partners
○ Examples of options available for behavioral targeting include business & industry categories,
demographic, in-market, interests, lifestyle, online activity, past purchasers, tv audiences, etc.)
● Demographic
○ Age (18-24, 25-34, 35-44, 45-54, 55-64, or 65+) and gender

21. 21
DSP OPTIMIZATIONS
DELIVERY
How is it pacing?
PERFORMANCE
Is it hitting KPIs?
SUPPLY
SOURCES
CREATIVES
AUDIENCES
BUDGET
FREQUENCY VIEWABILITY
BIDS
Optimizing Within Walmart DSP

22. Walmart DSP Benefits
22
Walmart being partnered
with The Trade Desk allows
us to utilize the premium
inventory that The Trade
Desk has for targeting and
measurement across
display, video, audio, etc.
Walmart offers extensive
first-party data, including:
past purchase audiences,
predictive audiences, and
brand-level in-store and
online shopping behavior
data.
By running within The Trade
Desk for multiple
campaigns (Walmart DSP
or using another retailers
PMP), you’re able to control
frequency and eliminate
wasted spend across
channels.
The extensive reporting
capabilities available within
The Trade Desk are also
available within the
Walmart DSP along with
closed-loop measurement
showcasing performance
online and in store.
The Trade Desk’s Premium
Inventory
Walmart Closed-loop
Measurement
Control Frequency Across
all Touchpoints
Precise and Timely
Targeting

23. Reporting & Attribution
Walmart DSP
23

24. Reporting Capabilities
24
Reporting Templates
● Basic Walmart sales
● Geo insights
● Frequency distribution
● Inventory performance
● Technology/Devices performance
● Time and Day performance
● Tracking tags report
● Viewability optimization
● Data elements performance (1st and 3rd party data)
The Trade Desk offers standard reporting templates as well as the ability to create custom reports with
access to a large number of metrics and fields available. Within these reports you can measure the
impact of your advertising with reporting that includes exclusive Walmart sales data.

25. Reporting Benefits
25
Ability to pull
reporting at any
time
Closed-loop
reporting
Granular
reporting

26. Measurement & Attribution
26
● Measurement using Walmart itemsets
○ Itemsets are a collection of products organized by category,
brand and item in your product catalog.
○ Only one itemset can be used per campaign for
measurement.
○ Once the start date of the campaign has passed, the itemset
cannot be changed.
○ Fair-share attribution model meaning each impression on the
path to conversion is given an equal fraction to the
conversion event (Walmart values click and view conversion
equally)
○ 14 and 30 day lookback window data is provided in reporting
There are two ways that campaigns can have attribution setup.
● Measurement using conversion pixels
○ Uses last-touch attribution for conversion pixels
○ Walmart sales performance data is NOT available using this
attribution method

27. Additional Retailers
Walmart DSP
27

28. Self-Serve Offsite Retailers
● 1P audiences via Roundel
● Loyalty data - Target Circle
● Audiences
○ Purchase behavior
○ Lifestage insights
(Registry, kids in HH, etc)
○ Lifestyle insights (Target
app, homeowner/renter,
interests)
● 1P audiences via KPM
● Loyalty data - Loyalty Card
● Audiences
○ Purchase behavior
○ Category shoppers,
lapsed buyers, heavy/light
buyers, etc.
● 1P audiences via WAG
● Loyalty data - MyWalgreens
● Geolocation capabilities
● Audiences
○ Purchase behavior
○ Category shoppers
○ Proprietary behavioral
and Rx segments
Leverage retailer’s 1st party data to strategically target audiences with offsite ads that direct back to either your .com or the retailer.

29. Key Takeaways
● The consumer purchase path is not linear: Plan strategies
to target consumers at all areas of the funnel
● Walmart’s partnership with The Trade Desk allows you to
leverage Walmart’s robust 1P audience with The Trade
Desk’s industry-leading technology
● Closed-loop reporting is available through the Walmart
DSP so we’re able to see how our campaign drives
in-store, as well as online sales performance.
● This opportunity is new: Test & learn

30. Schedule Your
Consultation
with a Walmart
Expert

31. Q&A
STU CLAY
Associate Director of Marketplace
Strategic Services
RAQUEL KOZLOWSKI
Associate Director of
Retail Programmatic

32. 32
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33. Thank you!