Send audiences to Walmart DSP

Walmart Connect is an advertising platform that allows brands to reach shoppers across Walmart’s digital and physical stores. Send audiences to the Walmart demand-side platform to reach Walmart customers online and in-store.

This topic describes the steps that are required to configure campaigns to send email addresses or UID2 tokens to Walmart DSP.

What is UID 2.0?

Unified ID 2.0 is an open source identity framework that benefits consumers by allowing them to control how their data is shared with publishers and advertisers.

Walmart DSP supports using UID 2.0 to help establish your customers’ identities without using third-party data. UID 2.0 enables publisher websites, mobile apps, and Connected TV (CTV) apps to monetize through programmatic workflows, while offering user transparency and privacy controls that meet local market requirements.

Note

This destination uses the The Trade Desk API to manage audiences and send offline events.

Changes to audiences are not immediately available in Walmart DSP. Allow for up to 48 hours after the point at which Amperity has finished sending audience updates for them to be available.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Walmart DSP as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to Walmart DSP as part of a campaign you will be required to choose specific attributes to send.

Walmart DSP supports the following attributes: email addresses or UID2 tokens.

Your brand should only send custom audiences that contain customers who reside within the United States.

Add to a campaign

Use the campaign editor to configure Amperity to send data to Walmart DSP. Add a segment, define exclusions and sub-audiences, and then define the audiences that will be sent to Walmart DSP.

To add Walmart DSP to a campaign

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign Walmart DSP as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to Walmart DSP.
	Click Edit attributes to review the attributes that Amperity will send to Walmart DSP. Walmart DSP requires only email addresses or UID2 tokens. There are no optional fields. Amperity pre-selects the list of attributes that may be sent to Walmart DSP. The Edit attributes page for Walmart DSP is similar to: Note The Merged Customers table is the default table from which data is sent to Walmart DSP, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.

Configure default attributes

Each unique destination that is configured to send data to Walmart DSP may be configured to have a set of default attributes that will sent to Walmart DSP every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in Walmart DSP.

Walmart DSP has the following requirements:

Source attribute	Destination attribute
email	email
uid2 You may use uid2 as a source attribute when Amperity is configured as a UID2 Operator for your brand.	uid2