NEW YORK and BENTONVILLE, Ark. — Walmart is expanding its push into connected commerce through new integrations with VIZIO, combining streaming engagement with retail data to create a more measurable path from content to purchase.
At the 2026 IAB NewFronts, Walmart and VIZIO outlined how they are linking connected TV (CTV) advertising with closed-loop sales attribution, enabling brands to track how streaming campaigns translate into transactions across Walmart’s omnichannel ecosystem. The initiative connects ad exposure on VIZIO smart TVs and Walmart’s onn devices with shopper behavior, giving marketers a clearer view of performance.
Streaming now represents more than half of all TV viewing time¹, while Walmart serves approximately 150 million U.S. customers each week across stores and digital channels.² The companies are leveraging their combined scale to connect ad engagement with purchase behavior more closely.
The companies are also introducing a unified login for VIZIO OS and onn TVs powered by VIZIO, allowing users to access smart TV features through their Walmart accounts. The move is designed to streamline setup while strengthening identity resolution across devices, tying streaming activity more directly to retail engagement. Walmart said the system will operate using aggregated, permissioned data.
As part of the rollout, Walmart and VIZIO are launching a branded content integration with L’Oréal, embedding products within premium streaming environments on VIZIO’s platform. The effort extends beyond the screen, linking content exposure to Walmart product pages and other retail touchpoints to create a more seamless path to purchase.
Early campaign data underscores the model’s potential. Walmart said 65% of surveyed customers reported discovering new products through CTV ads³, while campaigns run through Walmart Connect delivered a median 44% view rate.⁴ A campaign for Café Bustelo, for example, generated 98% incremental household reach beyond linear TV, according to the company.
The initiative reflects a broader shift as advertisers seek to connect media investment more directly to measurable retail outcomes. By integrating content, commerce and measurement within a single ecosystem, Walmart is positioning its retail media platform to capture more performance-driven brand spend.
1 VIZIO Inscape ACR data, Q4 2025.
2 Walmart annual report papers, March 14, 2025
3 Walmart Connect Creative Video Survey, December 2024, Partner Connect
4 Walmart first-party data, Feb 1, 2025 – Jan 31, 2026; offsite CTV campaigns during Feb 1, 2025 – Jan 31, 2026; median reflects the 50th percentile (midpoint) of a given distribution; new-to-brand is defined as a customer who purchases a product of advertised itemset from Walmart site and app as a result of an ad campaign, after not having purchased any itemset product on Walmart site and app for the previous 12 months.
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