May ‘25 Releases
Reporting
Launch
Creative Reporting for Onsite Display [BETA]
The new Creative report (beta) in Walmart Connect Ad Center and Creative Reporting API, both advertisers and tech partners can gain a better understanding of how creatives affect the performance of Onsite Display campaigns (managed serve and self-serve). They now have access to existing performance metrics such as CTR, conversion rate, total attributed sales, and total ROAS for all creatives built using the Creative Hub in the Walmart Connect Ad Center (or via the Creative API).
Please note: All ad sizes, units, channels, and/or locations are rolled up into a single creative within this report. Think of each creative line item in the reporting as a creative set.
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Campaign Management
Enhancement
Campaign Objective Optimization
Maximize performance by setting an Engagement, Conversion, or Awareness objective (using the objective request parameter) for your Onsite Display auction campaign. The Walmart Connect Ad Center will use your chosen objective to auto-optimize in flight - saving you both time and effort.
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Learn more about Campaign Objective Optimization
Creative Optimization for Onsite Display auction campaigns
Help ensure your targeted audience sees the best performing creative in your Onsite Display campaign with Creative Optimization. Our system automatically optimizes your creative based on the Campaign Objective selected, but if you’d prefer them to rotate evenly (using the creativeRotationMode parameter), you have that option, too.
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March ‘25 Releases
Campaign Management
Product Launch
Catalog API
This new API endpoint delivers the item, brand, and category data required to programmatically build measurement and targeting item sets that are both complete and accurate—making it that much easier to deliver the scale and performance your clients expect—efficiently and effectively.
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New Version
Targeting APIs V2
What's happening and what actions are required? We’ve made some backend changes to the platform powering our audience targeting in preparation for future feature release. As a part of these changes, two key updates were made that affect Display Campaign Management API endpoints.
- All audiences segments have been assigned a new ID. If your platform isn't already doing this regularly, please refresh your list of of target audiences to ensure they're using the new IDs.
- We've made changes to the Targeting List API requests and responses (Please switch over to V2 by 8/31/25 if you're using V1):We will continue supporting V1 until the end of August; however, we don’t recommend waiting until then to make the update. The below is a summary of the changed:
V2 Request Parameter Changes
| Change Type | Parameter | Change Overview |
|---|---|---|
| UPDATE | Filter[attribute] | Additional filter values to enable use of custom and Scintilla audiences |
V2 Response Element Changes - CONTEXTUAL
| Change Type | Element | Change Overview |
|---|---|---|
| NEW | taxonPath | Represents the hierarchical taxonomy path. Categories are separated by the | delimiter with department appearing first, category appearing second, and subcategory appearing last. |
| REMOVED | mappingType | No longer included in response. Replaced with taxonPath |
| REMOVED | parentid | No longer included in response. |
V2 Response Element Changes - BEHAVIORAL
| Change Type | Element | Change Overview |
|---|---|---|
| NEW | taxonPath | Represents the hierarchical taxonomy path. Categories are separated by the | delimiter with department appearing first, category appearing second, and subcategory appearing last. Note: for behavioral targets taxonPath is only applicable to retail audiences (audienceType=retail). |
| REMOVED | parentid | No longer included in response. |
| UPDATE | attribute | Additional values to account for custom and Scintilla audiences |
| REMOVED | mappingType | No longer included in response. Replaced by taxonPath |
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February ‘25 Releases
Campaign Management
Product Launch
Campaign Management API GA
Walmart Connect is thrilled to announce the launch of the Campaign Management API. This API allows Walmart Onsite Display advertisers and partners like you to plug into the Walmart Connect platform and access our campaign management and targeting capabilities using their own tools and UI.
Partners can now build campaigns and ad groups, create item sets and associate ad creative to ad groups without having to toggle between their platform and the Walmart Connect Ad Center. Combined with reporting, partners can now identify and make in-flight optimizations to their Walmart Onsite Display campaigns to help advertisers meet their awareness and consideration goals.
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Creative
Product Launch
Creative API GA
Plug into the Walmart Connect’s Creative Builder platform to upload assets, build, review and submit creatives using your own tools and UI, saving time for your advertisers and your partners.
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October ‘24 Releases
Reporting
Enhancement
Attributed Purchase Report is now available via Display API
Now, retrieving the SKU report, will return the Attributed Purchase report which includes top 700 purchased items for each channel attributed to a campaign to help provide a more comprehensive understanding of the campaign impact on sales and units sold. This is a replacement for the Sales by SKU report which only ranked the top 10 selling items for in-store and online channels as a percentage of total sales and transactions.
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Learn more about the Attributed Purchase Report
Featured and Halo metrics
The addition of Halo metrics to our reporting allows an advertiser to accurately and automatically measure the full impact of their campaigns by providing richer and more granular insights into performance metrics such as ROAS, Attributed Sales, and Attributed Transactions at an item set level—Featured (items added to the feature item set) and Halo (items belonging to the advertiser’s brand that are not included in the featured item set).
Learn more about availability of Featured and Halo metrics by Report Type
Attributed unit metrics
Store, pickup, and delivery attributed units are now available for various reports. Please visit the Metric Type availability by Report Type page to learn which reports include attributed unit metrics. To learn more about how these metrics are defined please visit the Glossary on our Advertising Help Center.