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Walmart Plans CTV and Self-Service Tools to Grow Its Ad Business

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Walmart Connect has shifted from managed publishing to a scalable performance advertising platform, with self-service buying tools, APIs and service-provider partnerships. The company uses audience targeting and measurement on VIZIO inventory and says 2026 is the first full year for advertisers. Walmart also seeks to expand VIZIO distribution and integrate the onn smart-TV operating system as it promotes automated setup, optimization and measurement.

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