Walmart Connect audiences in DV360: the retail media “walled garden” just got a side door (and your measurement plan needs to change)
Google is bringing Walmart Connect audiences and sales measurement into Display & Video 360, starting with YouTube. That sounds like a media-buying upgrade—but it’s really a signal that retail media is becoming the measurement backbone for brand advertising. Here’s what changed, why it matters for SMEs and agencies, what can break, and the exact action plan to capture value without losing control of incrementality and attribution.