Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained

Ryan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart's new partnership with Yahoo and Magnite, the role of Vizio in Walmart's CTV strategy, retail media measurement, incrementality, and the future of in-store advertising. Learn how Walmart is making its audience data more accessible while focusing on outcomes and advertiser flexibility. Takeaways Walmart Connect integrated its audience and measurement capabilities with Magnite, enabling Yahoo DSP advertisers to activate campaigns on Vizio inventory. The partnership aims to make Walmart data more accessible while maintaining control over audience targeting and measurement. Walmart plans to expand access to additional DSPs and buying paths over time. Vizio OS has become a major growth driver, powering a significant share of smart TVs sold in the U.S. Walmart Connect is focused on outcomes-based advertising, including customer acquisition, sales lift, and incremental return on ad spend (iROAS). Walmart is expanding in-store media opportunities through digital screens and retail media innovations. Chapters00:00 Introduction & Walmart Connect Overview00:36 Walmart, Yahoo, Magnite & Vizio Partnership Explained03:34 Why Walmart Chose a Sell-Side Integration Strategy04:25 Future DSP Expansion Plans05:42 The Evolution of Connected TV Advertising06:50 Outcomes-Based Measurement & Walmart DSP08:56 Incrementality and iROAS in Retail Media10:24 Measuring Online vs. In-Store Sales Impact11:32 Walmart's In-Store Media & Digital Screen Strategy13:28 Walmart Connect's Biggest Advantage13:54 Walmart Connect's Biggest Challenge14:20 Lightning Round: If Walmart Connect Were an Animal15:17 Closing Remarks Guests: Ari Paparo, Ryan Mayward Learn more about your ad choices. Visit megaphone.fm/adchoices