Tile Ads

These new ads are designed to unlock incremental brand and product visibility by reaching Walmart customers browsing search, browse and shop pages.

Learn More:
Read the Tile Ads article.

Technical Documentation

• Create creatives
• Update creative (PUT)
• Update creative (PATCH)
• Creative metadata

Display API for Creative v2

This update introduces a more flexible and scalable design that supports both current and future ad units. The revamped version is designed to accommodate the Display ads evolution and offer partners a more flexible interface when integrating and activating the latest ad solutions.

Developers are encouraged to migrate from v1 to v2 by April 30, 2026 to ensure continued compatibility and access to new capabilities.

Technical Documentation

• Create creatives
• Update creative (PUT)
• Update creative (PATCH)
• Creative metadata

Updates to third-party tracking URL Association

Now available! Two separate fields for third-party click tracking URLs for Onsite Display campaigns.

When setting up their Onsite Display campaigns, Walmart advertisers have the option to use a separate field to add a DCM third-party click tracker URL link. The third-party click tracker URL provides two separate fields for web and in-app tracking purposes. This enhancement enables delivery consistency of expected landing page behavior.

Note: Live and scheduled campaigns do not require any link updates, only new campaigns.

As a result of this launch, the following changes have been made to the urlTracker Objects for Creative Association POST and LIST APIs.

Technical documentation

• Add Creatives To Ad Groups
• List Creatives Assed to Ad Group(s)
• Delete Existing Creative Association

Program Badges

We are introducing new Program Badges to the Display Advertising API to make creative setup for Walmart Subscribe messaging and campaign setup for Pricing and Express Delivery badges more streamlined and efficient.

With these capabilities, Tech Partners and their advertisers are empowered to activate impactful badges and messaging that resonates with Walmart customers, helping to deliver faster campaign launches, sharper messaging and better customer engagement.

Learn More:
Read the Program Badges article.

Technical Documentation

• Add creatives to Ad Groups
• List creatives added to Ad Group(s)
• Update Existing Ad Group – Creative association
• List creatives
• Retrieve creative preview image

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Skyline v3

This new offering is an enhanced Skyline unit designed to capture customers’ attention more effectively by featuring an image and background color with full bleed.

Learn more:

Read the Skyline v3 article.

Technical documentation

• Create creatives
• Update creative (PUT)
• Update creative (PATCH)
• Preview creative
• Creative metadata
• Creative appendix

Updates to List all the creatives

We are updating responses for the LIST Creative (POST/api/v1/creatives/list) endpoint to include a new field “adUnits” to indicate all granular ad units are supported by each creative.

This helps advertisers map creatives to compatible ad units when making associations via the Creative Association API which uses high-level groupings like SKYLINE, MARQUEE, GALLERY and BRANDBOX.

Technical Documentation

• List All the Creatives

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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.

• Create Item set
• Update Item set
• List Item set
• Item set association
• Item set associations/list

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

Resources: Review Technical Documentation

Ad Help Center - Creating new banner campaigns

Ad Help Center - Creating banner ad groups

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:

Add creatives to ad groups

Retrieve creative preview image

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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

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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 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.

Review Technical Documentation

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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.

Review Technical Documentation

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

V2 Response Element Changes - CONTEXTUAL

V2 Response Element Changes - BEHAVIORAL

Review Technical Documentation

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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.

Review Technical Documentation

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.

Review Technical Documentation

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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.

Review Technical Documentation

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

Metrics Glossary

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.