Q2 - 2025 Release Notes
July ‘25 Releases
Campaign Management
Enhancement
Custom halo item sets now available for self-serve Onsite Display
Measure the impact of self-serve Onsite Display campaigns on items beyond those featured in the campaign with easy to create custom halo item sets. Walmart Connect’s updated approach to halo measurement offers automation to advertisers when appropriate and manual customization when necessary.
With this launch, updates have been made to the following API endpoints, enabling integrated partners to access the new options for campaign measurement and halo item set customization.
Learn more about how to measure campaigns and item sets on the Advertising Help Center.
Ad scheduling is now available for Onsite Display campaigns
Ad scheduling is designed to enable a more dynamic and targeted approach for Onsite Display advertisers when setting up their ad groups and campaigns. Advertisers can now select custom future start and end times for multiple ad groups at once. Time selection is offered at the hour level and shown in Eastern time (ET).
Request Parameter Changes
| Change Type | Parameter | Possible Values |
|---|---|---|
| UPDATE | startDate | Date should be in format: yyyy-MM-dd'T'HH:mm:ss.SSSXXX Note: All timestamp values must be in ISO 8601 format (e.g., "2025-07-20T19:10:10-05:00"). All date-time values are internally converted to Eastern Time (ET) for processing and normalized to the start of the hour. This means minutes and seconds are truncated. Example: "2025-07-20T19:10:10-05:00" becomes "2025-07-20T19:00:00-05:00" in ET Kindly take these behaviors into consideration when assigning a value to startDate in your request. |
| UPDATE | endDate | Date should be in format: yyyy-MM-dd'T'HH:mm:ss.SSSXXX To run campaign indefinitely, set its value as ‘9999-12-30T00:00:00Z’ Note: All timestamp values must be in ISO 8601 format (e.g., "2025-07-20T19:10:10-05:00"). All date-time values are internally converted to Eastern Time (ET) for processing and normalized to the start of the hour. This means minutes and seconds are truncated. Example: "2025-07-20T19:10:10-05:00" becomes "2025-07-20T19:00:00-05:00" in ET The endDate must be set to a time after 12:00 PM ET. If the provided value is before 12:00 PM ET, the system will return an error. Special Case: If you set endDate to exactly "00:00:00" ET (e.g., "2025-07-20T00:00:00-05:00"), it will be interpreted as the end of the previous day: "2025-07-19T23:59:59-05:00". |
Resources: Review Technical Documentation
Ad Help Center - Creating new banner campaigns
Ad Help Center - Creating banner ad groups
Creative
Launch
Dynamic Rollback badge
This new feature is designed to make it easier for partners to programmatically showcase promotional offers within ad creatives and help ensure consistent, accurate promotions across ad units. This badge is applied automatically to eligible ads, helping save valuable time and effort.
Learn more:
Read the Dynamic Rollback badge article.
Review Technical Documentation:
Retrieve creative preview image
June ‘25 Releases
Reporting
Enhancement
Forecasting API Enhancements
Our newly enhanced Forecasting APIs and the capabilities they bring to our partners are making building an Onsite Display campaign even easier with visibility into budget fulfillment, new forecasting metrics, and expanded forecast views for efficient media planning and scenario comparison.
Review Technical Documentation
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.
Review Technical Documentation
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.
Review Technical Documentation
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.