Harnessing the power of Walmart's (DSP) through The Trade Desk (TTD) Console opens new avenues for precision targeting and campaign effectiveness. This dynamic platform marries Walmart’s robust first-party data with The Trade Desk’s cutting-edge technology, amplifying the reach and impact of your advertising efforts across multiple channels. Platform capabilities include contextual, geographical, and cross-device targeting giving advertisers the most control over cross-channel advertising, data management, and integrations.
Code3 DSP Strategists often see Walmart DSP passed over as an opportunity for brands, because they are on the TTD and not their own site. Search tends to be the spotlight ad product for most brands, and causes them to miss out on the opportunity to link users into Walmart from exchange sites where they spend their time online, instead of catching their interest when they are already shopping.
Unveiling Walmart DSP: A Fusion of Data and Scale
Walmart DSP stands out by integrating Walmart’s extensive first-party data derived from its website, app, and physical stores with The Trade Desk’s expansive inventory. This collaboration empowers advertisers to leverage comprehensive insights into consumer behavior and preferences across Display and Streaming Video on desktop, mobile, audio, and Connected TV (CTV) placements.
Tailored Audiences and Advanced Targeting Capabilities
At the core of Walmart DSP’s appeal is its ability to craft highly targeted campaigns. Advertisers can tap into a variety of audience segments including:
- Advertiser-exclusive brands
- Category-specific groups
- Dynamic retargeting pools
- Custom predictive or rule-based audiences
The platform’s forecasting tool provides real-time audience size and reach metrics, facilitating informed decision-making during audience creation. In addition to robust audience targeting, Trade Desk includes “Rails,” or rules, that can be set in place to govern ad delivery related to frequency, ad environment, brand safety and other characteristics.
Strategic Bid Management and Performance Optimization
Walmart DSP streamlines campaign management through automated bid recommendations based on expected CPMs (Cost Per Thousand Impressions). This feature ensures efficient allocation of media spend, enhancing overall campaign performance and ROI. The Ad Group Health Tab offers valuable insights into factors impacting spend levels, enabling proactive adjustments to maximize campaign effectiveness.
Diverse Creative Formats for Enhanced Engagement
Creatives deployed via Walmart DSP can take various forms, from Display ads driving traffic to specific product pages On Walmart from 3p sites, to compelling video content accessible across Connected TV devices. This flexibility allows advertisers to engage audiences off Walmart with immersive brand experiences tailored to each placements' unique capabilities.
Fair Share Attribution and Comprehensive Reporting
Walmart DSP adopts fair share attribution, attributing conversion credit equitably across all touchpoints in the consumer journey, regardless of whether the interaction was a click or view. This holistic approach extends beyond Walmart DSP to encompass all Walmart Connect display products, including onsite displays and social integrations (such as Pinterest). Advertisers benefit from standard and customizable reporting options, enabling in-depth performance analysis tailored to specific metrics and objectives on a single or recurring basis.
Walmart DSP represents a pivotal tool for advertisers looking to maximize the impact of their digital campaigns, and is certainly worth, at the very least, a test by brands. By harnessing Walmart’s extensive first-party data alongside The Trade Desk’s advanced technology, advertisers can achieve unparalleled precision, efficiency, and effectiveness in reaching their target audiences across diverse digital channels.