Walmart Connect Partners With Warner Bros. Discovery for Linear TV Data Targeting
· 1h ago · Originally reported by ExchangeWire
Walmart Connect is extending its first-party shopper data into linear television through a partnership with Warner Bros. Discovery. The move allows advertisers to target audiences on traditional TV networks using retail purchase insights.
Why it matters
Retail media networks are aggressively expanding off-site, helping brands connect real-world buying behavior to traditional broadcast ad spend.
Explain it like I’m new here
It's like a supermarket sharing its shopping list data with TV channels so food commercials only show up on channels that grocery shoppers watch.
Read the original at ExchangeWire
Terms in this story
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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