Walmart Connect México And Infillion Launch DSP For Advanced Retail Media Solutions

In a significant move within the retail and advertising sectors, Infillion, a comprehensive technology platform known for its cookieless data solutions and advanced advertising formats, has announced a strategic partnership with Walmart Connect, the retail media arm of Walmart México and Central America. This collaboration introduces the Walmart DSP (Demand-Side Platform), powered by Infillion, designed to revolutionize media planning for advertisers by leveraging cookieless data and AI-powered optimization.

The integration between Infillion and Walmart Connect aims to provide a robust solution for advertisers facing the challenges of cookie deprecation. By utilizing Infillion’s data management tools and Walmart’s vast first-party consumer data, the Walmart DSP promises to offer unparalleled insights into consumer behavior. This partnership not only enhances Walmart Connect’s ability to monetize its data and inventory but also enables advertisers to achieve their campaign objectives more efficiently.

One of the key features of this collaboration is the access to Xgraph, Infillion’s proprietary identity graph, which boasts over two billion digital touchpoints. This tool, along with Infillion’s identity solution stack, positions the Walmart DSP as a leading platform in the LATAM market, offering unique capabilities for targeting and optimization.

Laurel Rossi, Chief Revenue Officer at Infillion, highlighted the significance of retail media in advertising and expressed pride in the partnership with Walmart Connect. Rossi emphasized Infillion’s commitment to delivering superior customer experiences and innovative technology solutions that address the evolving needs of the programmatic marketplace.

Jonatan Fasano, Head of Product at Walmart Connect México, underscored the importance of this integration in navigating the challenges posed by cookie deprecation. Fasano pointed out that brands are increasingly seeking media solutions that provide rich consumer purchase data. He expressed confidence that the Walmart DSP would enable them to understand new audiences and drive sales across various categories.

About Infillion: Infillion stands as a global leader in media buying, combining MediaMath's data and technology prowess with TrueX’s interactive video and CTV technology. The company serves over 1,400 leading agencies and brands worldwide, offering premium cookieless media solutions. Headquartered in New York City, Infillion also encompasses Gimbal location-based technology among other subsidiaries. Recognized as one of Fast Company’s Most Innovative Companies 2024, Infillion continues to set benchmarks in media, marketing, and advertising technology.

About Walmart México: Walmart de México y Centro América operates across six countries including Costa Rica, El Salvador, Guatemala, Honduras, Mexico, and Nicaragua. As of the first quarter of 2022, it reported sales amounting to $MXN 186.409 billion. With over 230,000 associates and 3,631 stores and clubs across 696 cities, plus 31 distribution centers in the region, Walmart México serves more than five million customers daily through various store formats and online platforms.