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’ identifies 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.

Build a campaign

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

To build a campaign

	The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder. After the campaign builder opens, give your campaign a name. Tip The campaign name will always appear in the filename that is sent to any destination. Use good naming patterns for the campaigns you will send to Walmart DSP. Good naming patterns help ensure that you can easily find your campaigns within Amperity and that the campaign is discoverable in Walmart DSP by users who may not be the same users who built the campaign in Amperity. Avoid duplication between campaign and treatment group names. Avoid using Walmart DSP in the name unless the campaign is sent only to Walmart DSP. Use a naming pattern that ensures the campaign name works across every treatment group that is configured within any sub-audience. If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name.
	All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign. Tip When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time.
	Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list. When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign.
	Some campaigns have just one audience, while others have many and require sub-audiences. Sub-audiences can be many things. How you choose to configure them depends on your audience, marketing strategy and goals, and the type of campaign you will run in Walmart DSP. Click Add treatment to add another treatment group to a sub-audience. The total percentages for all treatment groups (and the control group, if present) must be 100%. Click Add Sub-audience to add more sub-audiences to this campaign, and then use the Audience Builder to define the criteria for that sub-audience.
	Assign Walmart DSP as a destination for at least one treatment group, and then 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.
	A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible.
	Enter the date on which you plan to launch your campaign in Walmart DSP. This date helps Amperity improve results tracking and campaign results measurement.
	When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page. Note Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to Walmart DSP. Please allow for enough time for Amperity to complete this process before starting a campaign in Walmart DSP.

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