Walmart Connect México Enhances Retail Media Capabilities with New DSP Technology

Infillion has announced a new integration with Walmart Connect, specific to Walmart México and Central America, launching the Walmart DSP powered by Infillion's MediaMath technology. This development in retail media will enable advertisers to utilize cookieless data and AI-powered programmatic technology to optimize their campaign strategies. Moreover, it provides access to Walmart’s first-party audiences and specially curated supply chains.

The partnership aims to deliver advanced media solutions that are tailored to meet the changing needs of advertisers facing challenges from the cookie deprecation process. Walmart Connect now offers a robust solution built on Infillion’s proprietary identity graph, Xgraph, which contains over two billion digital touchpoints. This collaboration ensures that Walmart DSP will be a competitive platform in the LATAM market, focusing on consumer purchase data and audience insights.

Both companies emphasize the strategic importance of this partnership in addressing the evolving dynamics of the retail media sector. Infillion is committed to enhancing programmatic marketplace standards globally, and Walmart Connect sees this as a vital step in reaching deeper consumer understanding and efficient media planning in the region.