Seamless Activation & Management

Agency Partners and Technology Providers can now offer more streamlined support for their advertisers’ campaigns. Enhanced capabilities include user management, billing, and account navigation across Sponsored Search, Onsite Display, and Brand Shop. Advertisers can easily grant partners the access they need, and new enhancements to the Advertiser Attributes API give tech partners greater visibility into account mapping, partner access, and account status.

Partner Onboarding Hub

We are excited to announce the launch of the Partner Onboarding Hub, which provides a single, user-friendly interface where partners can get onboarded to the Walmart Connect Partner Network by completing all necessary onboarding steps, track their progress, and access key information throughout the process. Once a partner is fully onboarded, they can request to be listed in the Walmart Connect Partner Directory—a great opportunity to increase their exposure to Walmart Connect advertisers.

Onboarding Guide: here

Advertiser Attributes API Enhancements

Exposure to eligible Marketplace Brand owner capabilities are now available with the launch of Seamless Activation & Management— making it easier to collaborate with advertisers, unlock growth opportunities across Sponsored Search, Onsite Display, and Brand Shop, and view the insights you need.

To support these new capabilities, on August 6th we introduced enhancements to the Advertiser Attributes API with additional parameters via the new insight type, advertiserAttribute v2, now available in production.

Technical documentation: here

API changelog: here

One sheet: here

Brand term targeting expansion: Positions 1 & 2 now open to all advertisers

Effective June 2, 2025, competitor ads can now serve in positions 1 and 2 on search in-grid for branded keywords. This change is part of a broader effort to unlock growth opportunities across our platform by providing more access to high-visibility placements. Positions 1 and 2 are now the highest ad placements available to any advertiser bidding on brand terms. We recommend reviewing these best practices to optimize your brand term targeting strategy—both for your advertisers’ and competitors’ branded terms—to help secure high-performing placements, grow visibility, and defense share of voice!

Help boost your advertising efficiency with Sponsored Brands

Effective May 19, 2025, the Sponsored Brands minimum bid will be reduced from $1 to $0.50. Sponsored Brands is a powerful tool that prominently displays your advertisers’ brand and products above search and browse results. It effectively helps advertisers reach customers when they are actively searching or browsing on Walmart's site or app. Activate Sponsored Brands today!

Migration of Snapshot Reporting v1 Item Keyword and Item Health v2 to the Snapshot reports v2

Walmart Connect is migrating two reports to Snapshot reporting v2: Item Keyword and Item Health (which appears as “itemHealthv2” within Snapshot Reporting v1). This will help partners improve operational efficiency and drive business growth faster for them and their advertisers. This migration makes it easier to integrate with a single endpoint, allowing quick access to performance reporting, which can reduce extra effort and resources. Partners will be able to select which metrics they want to include, as with other Snapshot reporting v2.

These migrated reports are now in production in Snapshot Reporting v2.

With this migration of API reporting to v2, we plan to deprecate Snapshot Reporting v1 early next year. This means that any reports generated using v1 will no longer be available after the deprecation.

Technical Documentation: here

Target ROAS Bidding Strategy

We are excited to announce the launch of Target ROAS bidding strategy, an AI-powered solution that dynamically sets bids to help advertisers achieve their desired ROAS while maximizing sales. Along with it, to set advertisers up for further success, we will also provide personalized ROAS recommendations for each campaign to help them get the most from this feature.

Technical Documentation:

Bidding strategy (ROAS) recommendations

Campaign entity snapshot (updated with new reporting features)

Campaign updates

Bidding strategy recommendation enhancements

Enhancements to platform bidding strategy recommendations for Target ROAS are now available for sandbox testing. This includes the addition of new fields that can help you understand the potential incremental sales your advertiser may drive by accepting the recommendation, as well as a more optimal campaign daily budget:

Potential sales increase/week: the range (min – max) of the potential incremental sales we predict your campaign can generate if you apply our recommendation following the learning phase:
• “troasIncrementalSalesLower”
• “troasIncrementalSalesUpper”

Suggested daily budget: The recommended daily budget to set for the campaign to help maximize sales at the suggested ROAS target
• “troasRecommendedDailyBudget”

Technical documentation:

• Bidding Strategy (TROAS) Recommendations Enhancements

Sponsored Videos expansion to browse pages

Sponsored Videos ads are available on browse pages across Walmart’s desktop and mobile web (note that mobile app is excluded but is scheduled to launch in Q2).