It’s been more than a year since the ink dried on Walmart’s Vizio acquisition. At the IAB NewFronts last week, the retailer finally lifted the veil on what the deal means for advertisers — though marketers say its measurement and attribution capabilities remain a sticking point.
Walmart and Vizio are slated to roll out a unified account login enabling customers to use their Walmart accounts to access smart TV features. Though the timeline for the rollout is unclear. For marketers, it would mean the very thing they’ve wanted across the retail media landscape: closed-loop measurement.
Walmart provided potential advertisers some case examples: execs reported CTV campaigns running though Walmart Connect, its ad business, have already proven successful for advertisers with a median viewing rate of 44%, per a company news release. The retailer also pointed to coffee brand Café Bustelo’s campaign driving incremental household reach beyond linear TV and a new product placement integration with L’Oréal.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.