Launch

Display Video API Enablement [BETA]

Build and manage Display Video campaigns via API, including video creative upload, asset management, and campaign performance reporting including engagement metrics like quartile view rates, video completes, unmutes, and attributed sales.

Overview of API changes

Endpoint	Change Type	Summary of Change	Impact
Campaign Management API	Addition	Introduced optional `mediaType` field (`BANNER`, `VIDEO`) in campaign creation and listing endpoints. Updated validations to restrict `VIDEO` campaigns to `AWARENESS` objective only.	Enables partners to create and manage video campaigns programmatically.
Creative Association API	Addition	Added support for new ad units for video creatives: `BRANDBOX`, `CHECKIN`, and `FEATURE_4`. Updated validation rules—badge settings, pricing, and associated item fields are not applicable to video creatives.	Supports video ad units and ensures compatibility with campaign type.
Reporting API	Addition	Added new metrics for video performance: `videoFiveSecondViews`, `videoFirstQuartileViews`, `videoMidpointViews`, `videoThirdQuartileViews`, `videoCompleteViews`, `videoUnmutes`, `videoPauses`.	Provides detailed insight into video ad engagement and completion metrics at the Campaign and Ad Group Levels.

Tile Ads

These new ads are designed to unlock incremental brand and product visibility by reaching Walmart customers browsing search, browse and shop pages.

Note: Tile Ads is an optional input for Display API for Creative v1, but will be a mandatory input for Display API for Creative v2 (see below).

Learn More:
Read the Tile Ads article.

Technical Documentation

Campaign Group Reporting via API

Retrieve a consolidated view of campaign performance across multiple Display campaigns--including attributed metrics and new buyer analysis--all through one reporting call.

Overview of API changes

Area	Change Type	Summary of Change	Impact
Snapshot Report API	Addition	Added `scope` parameter supporting `CAMPAIGN` and `CAMPAIGN_GROUP`. Updated reporting datasets for campaign, line item, attributed purchase, and new buyer reports.	Enables consolidated, cross-campaign reporting and improved measurement flexibility.

New Version

Display API for Creative v2

This update introduces a more flexible and scalable design that supports both current and future ad units. The revamped version is designed to accommodate the Display ads evolution and offer partners a more flexible interface when integrating and activating the latest ad solutions.

Developers are encouraged to migrate from v1 to v2 by April 30, 2026 to ensure continued compatibility and access to new capabilities.

Technical Documentation

Create creatives
Update creative (PUT)
Update creative (PATCH)
Creative metadata

Enhancement

Expanded Audience & Targeting support and more search flexibility

Advertisers can now target Walmart’s Demographic and Shopping Habits Persona audiences via API for more precise segmentation based on demographics and shopping behaviors.

Second, to make it easier for advertisers to search and discover pre-built audiences by making AudienceType and Attribute optional filters. This means advertisers will be able to enter either keyword/audience id or filter further by type and tactic when adding audiences to ad groups.

Overview of API changes

Area	Change Type	Summary of Change	Impact
Targeting List API	Update	Added new `audienceType` enums: `DEMOGRAPHIC`, `PERSONA`. Added `attribute` values such as `AGE`, `GENDER`, `HOUSEHOLD_INCOME`, `SHOPPING_HABITS`, and `LIFESTYLE`.	Expands support for audience personas and demographic targeting.
Filter Behavior	Update	Filter[audienceType]`and`Filter[attribute]`are now optional when using`Filter[id]`or`searchText`.	Simplifies audience search and discovery for partners.

Review technical documentation

Landing Page Automation Enhancements

With this launch, Brand Shelf landing pages will now be created automatically when featured item sets are added using Campaign APIs. Updates to feature Item sets automatically refresh the corresponding shelf, keeping campaign content up to date and consistent.
Retrieve metadata and URLs for all live brand shops and shelves (including those created automatically) and assign shelf URLs directly to creatives using creative association endpoints—reducing friction in campaign setup and helping to consistency across touchpoints.

Overview of API changes

Area	Change Type	Summary of Change	Impact
Creative Association API	Enhancement	Added ability to retrieve shelf metadata and assign shelf URLs directly to creatives using creative association endpoints.	Streamlines landing page assignment/allows for use of live Brand shops and shelves as landing pages.

Updates to third-party tracking URL Association

Now available! Two separate fields for third-party click tracking URLs for Onsite Display campaigns.

When setting up their Onsite Display campaigns, Walmart advertisers have the option to use a separate field to add a DCM third-party click tracker URL link. The third-party click tracker URL provides two separate fields for web and in-app tracking purposes. This enhancement enables delivery consistency of expected landing page behavior.

Note: Live and scheduled campaigns do not require any link updates, only new campaigns.

As a result of this launch, the following changes have been made to the urlTracker Objects for Creative Association POST and LIST APIs.

Change Type	Parameter	Change Overview
UPDATE	dcmClickUrlDesktopMWeb	New DCM click tracker for Desktop and mWeb.
REMOVED	dcmClickUrlApp	Parameter has been deprecated. No changes will be made if passed.
REMOVED	iasClickUrlDesktopMWeb	Parameter has been deprecated. No changes will be made if passed.
REMOVED	iasClickUrlApp	Parameter has been deprecated. No changes will be made if passed.
REMOVED	dvClickUrlDesktopMWeb	Parameter has been deprecated. No changes will be made if passed.
REMOVED	dvClickUrlApp	Parameter has been deprecated. No changes will be made if passed.
REMOVED	desktopMWebTag	Parameter has been deprecated. No changes will be made if passed.
NEW	dcmImprUrlDesktopMWeb	DCM impression tracker for Desktop and mWeb
NEW	dcmImprUrlApp	DCM impression tracker for App
NEW	iasImprUrlDesktopMWeb	IAS impression tracker for Desktop and mWeb
NEW	iasImprUrlApp	IAS impression tracker for App
NEW	dvImprUrlDesktopMWeb	DV impression tracker for Desktop and mWeb
NEW	dvImprUrlApp	DV impression tracker for App
NEW	iasDesktopMWebTag	IAS IVT/Viewability tracking for Desktop and mWeb
NEW	dvDesktopMWebTag	DV IVT/Viewability tracking for Desktop and mWeb

Technical documentation

Program Badges

We are introducing new Program Badges to the Display Advertising API to make creative setup for Walmart Subscribe messaging and campaign setup for Pricing and Express Delivery badges more streamlined and efficient.

With these capabilities, Tech Partners and their advertisers are empowered to activate impactful badges and messaging that resonates with Walmart customers, helping to deliver faster campaign launches, sharper messaging and better customer engagement.

Learn More:
Read the Program Badges article.

Technical Documentation

Walmart Susbcribe Messaging

Display API for Creative v1	Display API Creative v2
List creatives	Create creatives
Create creatives	Update creative (PUT)
Update creative (PUT)	Update creative (PATCH)
Update creative (PATCH)

Pricing and Express Delivery badges

Additional Rollback badge usability enhancements

Enhancements improve flexibility for badge-eligible items and creatives. Partners can now associate non-eligible items to creatives and receive more detailed validation messages when errors occur.

Overview of API changes

Area	Change Type	Summary of Change	Impact
Catalog List Items API	Addition	Introduced new field in item metadata indicating badge eligibility status.	Supports use of program badges by indicating item eligibility.
Item Set API	Validation Update	Added rule preventing removal of items linked to active creatives and new error code `CANNOT_DELETE_ITEMS_ASSOCIATED_WITH_CREATIVES`.	Prevents accidental removal of promoted items currently in use.
Ad Group Creative Association API	Validation Update	When using associatedItems to link an item to a creative, the item must be part of the campaign’s featured item set. If a creative already has an associated item (defined while building the creative), it can only be added to an ad group if that SKU’s item is included in the campaign’s featured item set.	Ensures featured items in creative assets are included in featured measurement item sets.