Walmart Connect is adding a second DSP partner: Yahoo DSP. Plus: It looks like location data is being used to spy on the military now.
Friday, May 29th, 2026 – 12:03 am
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After years of running solely on The Trade Desk’s whitelabeled pipes, Walmart Connect is adding a second DSP partner: Yahoo DSP.
The new integration will “[provide] access to Walmart’s first-party data through a Walmart-controlled data enablement solution,” writes Ryan Mayward, GM and SVP of Walmart Connect, in a blog post.
The retail giant expanded beyond The Trade Desk to include new demand- and supply-side partners.
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