Ryan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart&#x27;s new partnership with Yahoo and Magnite, the role of Vizio in Walmart&#x27;s CTV strategy, retail media measurement, incrementality, and the future of in-store advertising. Learn how Walmart is making its audience data more accessible while focusing on outcomes and advertiser flexibility. Takeaways Walmart Connect integrated its audience and measurement capabilities with Magnite, enabling Yahoo DSP advertisers to activate campaigns on Vizio inventory. The partnership aims to make Walmart data more accessible while maintaining control over audience targeting and measurement. Walmart plans to expand access to additional DSPs and buying paths over time. Vizio OS has become a major growth driver, powering a significant share of smart TVs sold in the U.S. Walmart Connect is focused on outcomes-based advertising, including customer acquisition, sales lift, and incremental return on ad spend (iROAS). Walmart is expanding in-store media opportunities through digital screens and retail media innovations. Chapters00:00 Introduction &amp; Walmart Connect Overview00:36 Walmart, Yahoo, Magnite &amp; Vizio Partnership Explained03:34 Why Walmart Chose a Sell-Side Integration Strategy04:25 Future DSP Expansion Plans05:42 The Evolution of Connected TV Advertising06:50 Outcomes-Based Measurement &amp; Walmart DSP08:56 Incrementality and iROAS in Retail Media10:24 Measuring Online vs. In-Store Sales Impact11:32 Walmart&#x27;s In-Store Media &amp; Digital Screen Strategy13:28 Walmart Connect&#x27;s Biggest Advantage13:54 Walmart Connect&#x27;s Biggest Challenge14:20 Lightning Round: If Walmart Connect Were an Animal15:17 Closing Remarks Guests: Ari Paparo, Ryan Mayward Learn more about your ad choices. Visit megaphone.fm/adchoices

Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained

Marketecture: Get Smart. Fast.

# Full Transcript

**Podcast:** Marketecture: Get Smart. Fast.

## Participants

- **Ari Paparo** (Marketecture Media, Inc.)
- **Ryan Mayward** (Walmart Connect)

## Transcript

Oh, hello. I'm Jeremy Bloom, co-founder and CEO of Marketecture Media. And boy, do I have news for you. Marketecture Live is back. And if you've been watching from a distance thinking, that looks phenomenal, but a trip to New York is just a bridge or several too far. We've got great news for you. We're bringing Marketecture Live to the beating heart of Adland. That's right. On September 23rd, 2026.

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All right. Welcome to Marketecture where you can get smart fast with in-depth interviews of leading technology executives. I am Ari Paparo and I'm joined today by Ryan Mayward, the SVP and GM of Walmart Connect. Thanks for being here, Ryan. Thanks for having me, Ari.

Excited to talk. Walmart's always in the thick of things, the middle of some of the most exciting stuff going on in digital advertising. So recent announcement that made some waves about integrating with Yahoo and Magnite. Tell us about it.

Yeah. Well, we did make an announcement recently involved four parties, really Yahoo, Magnite for the benefit of Physio. And of course, Walmart Connect was the driver of it. And essentially what we announced was that Walmart Connect has integrated our audiences with Magnite.

So cell-side decisionings, making our data available on Magnite in a completely controlled environment, targeting our audience segments as well as our measurement capabilities for the benefit of the Yahoo DSP to run campaigns on Physio inventory using Walmart audiences for targeting and for measurement. So, you know, that's the announcement. I think there's a lot to unpack there, right? Simple four-way arrangement.

Yeah, exactly. And so, you know, why? Where did all this begin? It started with Visio, right? We acquired Visio a couple of years ago now. And when we acquired that company, we really saw it for three things. It's a device manufacturer, software company, right? They built the Physio operating system for smart TVs and an ad business. And so the calculus for Walmart was how do we grow Physio, right?

Is the largest seller of TVs in the U.S.? We had some options there. We can sell more Visio TVs. And we can also apply the Visio operating system to one of our other best-selling TV brands, which is our own, our private label brand on ONN. ...

Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained

Transcript

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Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.