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.

United States audiences only

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

Note

This destination uses the The Trade Desk API to manage audiences.

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.

This topic describes the steps that are required to send audience lists to Walmart DSP from Amperity:

  1. Get details

  2. Add destination

  3. Add data template

Get details

Walmart DSP requires the following configuration details:

Detail two.

UID 2.0 agreement

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.

Your brand must have a UID 2.0 agreement in-place with The Trade Desk before configuring Amperity to send offline events to Walmart DSP.
Detail one.

Configuration details for Walmart DSP.

  • The advertiser ID

  • The advertiser secret

Tip

You can find the advertiser ID and secret key from the management console within Walmart DSP. Open Preferences, and then First Party Data Credentials. The advertiser ID and secret key are shown there.
Detail two.

The name of a segment in Walmart DSP.

Membership duration defines the length of time (in days) at which individual audience members will belong to the segment in Walmart DSP. The minimum value should be “7” because Walmart DSP uses the previous seven days when building audiences. “14” is the default duration. The maximum value is “180”.

Tip

Set this value to “0” to remove all audience members.

Caution

The membership duration is measured in days. Adjust the membership duration value to be greater than (or equal to) than the frequency at which your brand will send campaigns or orchestrations from Amperity.

For example, if your brand sends a campaign to Walmart DSP every 30 days, then the membership duration should be set to “30”. If your brand sends a campaign every 14 days, then the membership duration should be set to “14”.

If a campaign is sent every 30 days, but the membership duration is 14, then the audience size for the last 16 days of the duration window will be 0.
Detail three.

You may use a query to build the list of email addresses or you may select the email attribute from the attribute editor in your campaigns.

Important

The email column is required and may not be aliased.

Example query

The default audience list in Walmart DSP requires only an email address. This requires a simple SELECT statement that returns only the Amperity ID and its associated email address:

SELECT
  ,amperity_id AS "Amperity ID"
  ,email AS "Email"
FROM Customer360

You may build a more refined list of email addresses, such as those associated with a high-value audience (historical or predicted), or those with affinities for certain products in your brand. You may use uid2 as a source attribute when Amperity is configured as a UID2 Operator for your brand.

Add destination

Configure Amperity to send audience lists directly to Walmart DSP.

To add a destination

Step 1.

Open the Destinations tab to configure a destination for Walmart DSP. Click the Add Destination button to open the Destination dialog box.

Name, description, choose plugin.

Enter a name for the destination and provide a description. For example: “Walmart DSP” and “This sends audience lists to Walmart DSP”.

From the Plugin drop-down, start typing “trad” to filter the list, and then select Walmart DSP.
Step 2.

Credentials allow Amperity to connect to Walmart DSP.

The credential type is set automatically. You may use an existing credential or you may add a new one.

Choose an existing credential or add credential.

Select an existing credential from the Credential drop-down.

– or –

Select Create a new credential from the Credential drop-down. This opens the Credential dialog box.

Set the following credentials for The Trade Desk.

Add the advertiser ID and secret key for your account with Walmart DSP.

Tip

You can find the advertiser ID and secret key from the management console within Walmart DSP. Open Preferences, and then First Party Data Credentials. The advertiser ID and secret key are shown there.

When finished, click Save.
Step 3.

Each destination has settings that define how Amperity will deliver data to Walmart DSP. These settings are listed under the Settings section of the Destination dialog box.

Settings for The Trade Desk.

Optional. You may define a segment name and membership duration (in days) for individual audience members. These may be left blank, and then specified with a data template.

Tip

The membership duration is measured in days. The minimum value should be “7” because Walmart DSP uses the previous seven days when building audiences. “14” is the recommended duration, but this value should be greater than (or equal to) the frequency at which your brand sends campaigns or orchestrations to Walmart DSP.

For example, if your brand sends a campaign to Walmart DSP every 30 days, then the membership duration should be set to “30”. If your brand sends a campaign every 14 days, then the membership duration should be set to “14”.

Set this value to “0” to clear out the audience in the segment.
Step 4.

Business users are assigned to the Amp360 User and/or AmpIQ User policies. (Amp360 User allows access to queries and orchestrations and AmpIQ User allows access to segments and campaigns.) A business user cannot select a destination that is not visible to them.

Business users – including users assigned to the DataGrid Operator policy – may have restricted access to PII.

What is restricted access to PII?

Restricted PII access is enabled when the Restrict PII access policy option that prevents users who are assigned to that option from viewing data that is marked as PII anywhere in Amperity and from sending that data to any downstream workflow.

You can make this destination visible to orchestrations and allow users with restricted access to PII to use this destination by enabling one (or both) of the following options:

Allow business users access to this destination.

Note

To allow business users to use this destination with campaigns, you must enable the Available to campaigns option within the data template. This allows users to send campaign results from Amperity to Walmart DSP.

The other two settings may be configured within the data template instead of the destination.
Step 5.

Review all settings, and then click Save.

Save the destination.

Important

You must configure a data template for this destination before you can send data to Walmart DSP.

Add data template

A data template defines how columns in Amperity data structures are sent to downstream workflows. A data template is part of the configuration for sending query and segment results from Amperity to an external location.

About paid media campaigns

Amperity provides the right set of data to support your brand’s paid media advertising with Walmart DSP.

  1. Merged Customers vs. Unified Paid Media

    The Merged Customers table contains each of your customers’ best profiles.

    The Unified Paid Media table contains all your customer’s known profile data.

    Your brand will require additional data templates to use the Unified Paid Media table alongside the Merged Customers table to support paid media campaigns.

  2. Enable dedicated data templates for each table.

    Use a consistent naming pattern to label data templates that use data from the Merged Customers table. For example: “Best profile”.

    Use a consistent naming pattern to label data templates that use data from the Unified Paid Media table. For example: “Full profile”.

  3. After data templates are configured for both tables, use the default attributes component on the Campaigns page to configure which attributes will be associated with the destination, including the table from which those attributes will be pulled.

    The selected table will affect your brand’s downstream match rates and overall customer matches within your paid media campaigns. The decision behind which table to use depends on your brand’s downstream use case and the type and amount of customer profile data your brand wants to use to match customers.

    You brand should expect to see higher match rates when sending audiences from the Merged Customers table, but a higher number of matched customer profiles when sending audiences from the Unified Paid Media table. Use A/B testing to compare the results from each table, after which your brand can use the audience that works best for your campaigns.

To add a data template

Step 1.

From the Destinations tab, open the menu for a destination that is configured for Walmart DSP, and then select Add data template.

This opens the Add Data Template dialog box.

Step 1

Enter the name of the data template and a description. For example: “Walmart DSP” and “Send audience lists to Walmart DSP.”.
Step 2.

Verify business user access to queries and orchestrations and access to segments and campaigns.

A business user may also have restricted access to PII, which prevents them from viewing and sending customer profile data.

Step 2.

If business user access was not configured as part of the destination, you may configure access from the data template.
Step 3.

Verify all configuration settings.

Verify settings for the data template.

Tip

The membership duration is measured in days. The minimum value should be “7” because Walmart DSP uses the previous seven days when building audiences. “14” is the recommended duration, but this value should be greater than (or equal to) the frequency at which your brand sends campaigns or orchestrations to Walmart DSP.

For example, if your brand sends a campaign to Walmart DSP every 30 days, then the membership duration should be set to “30”. If your brand sends a campaign every 14 days, then the membership duration should be set to “14”.

Note

When the segment name and membership duration settings are not configured as part of the destination, you must configure them as part of the data template before making this destination available to campaigns.
Step 4.

Review all settings, and then click Save.

Save the data template.

After you have saved the data template, and depending on how you configured it, business users can send queries and/or send campaigns to Walmart DSP.