October ‘25 Releases

Launch

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

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

Enhancement

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

September ‘25 Releases

Creative

Launch

Skyline v3

This new offering is an enhanced Skyline unit designed to capture customers’ attention more effectively by featuring an image and background color with full bleed.

Learn more:

Read the Skyline v3 article.

Technical documentation

Enhancement

Updates to List all the creatives

We are updating responses for the LIST Creative (POST/api/v1/creatives/list) endpoint to include a new field “adUnits” to indicate all granular ad units are supported by each creative.

This helps advertisers map creatives to compatible ad units when making associations via the Creative Association API which uses high-level groupings like SKYLINE, MARQUEE, GALLERY and BRANDBOX.

Technical Documentation

List All the Creatives

July ‘25 Releases

Campaign Management

Enhancement

Custom halo item sets now available for self-serve Onsite Display

Measure the impact of self-serve Onsite Display campaigns on items beyond those featured in the campaign with easy to create custom halo item sets. Walmart Connect’s updated approach to halo measurement offers automation to advertisers when appropriate and manual customization when necessary.

With this launch, updates have been made to the following API endpoints, enabling integrated partners to access the new options for campaign measurement and halo item set customization.

Learn more about how to measure campaigns and item sets on the Advertising Help Center.

Ad scheduling is now available for Onsite Display campaigns

Ad scheduling is designed to enable a more dynamic and targeted approach for Onsite Display advertisers when setting up their ad groups and campaigns. Advertisers can now select custom future start and end times for multiple ad groups at once. Time selection is offered at the hour level and shown in Eastern time (ET).

Request Parameter Changes

Change Type

Parameter

Possible Values

UPDATE

startDate

Date should be in format: yyyy-MM-dd'T'HH:mm:ss.SSSXXX

Note:
All timestamp values must be in ISO 8601 format (e.g., "2025-07-20T19:10:10-05:00").
All date-time values are internally converted to Eastern Time (ET) for processing and normalized to the start of the hour. This means minutes and seconds are truncated. Example: "2025-07-20T19:10:10-05:00" becomes "2025-07-20T19:00:00-05:00" in ET

Kindly take these behaviors into consideration when assigning a value to startDate in your request.

UPDATE

endDate

Date should be in format: yyyy-MM-dd'T'HH:mm:ss.SSSXXX

To run campaign indefinitely, set its value as ‘9999-12-30T00:00:00Z’

Note:
All timestamp values must be in ISO 8601 format (e.g., "2025-07-20T19:10:10-05:00").
All date-time values are internally converted to Eastern Time (ET) for processing and normalized to the start of the hour. This means minutes and seconds are truncated. Example: "2025-07-20T19:10:10-05:00" becomes "2025-07-20T19:00:00-05:00" in ET
The endDate must be set to a time after 12:00 PM ET. If the provided value is before 12:00 PM ET, the system will return an error.
Special Case: If you set endDate to exactly "00:00:00" ET (e.g., "2025-07-20T00:00:00-05:00"), it will be interpreted as the end of the previous day: "2025-07-19T23:59:59-05:00".

Resources: Review Technical Documentation

Ad Help Center - Creating new banner campaigns

Ad Help Center - Creating banner ad groups

Creative

Launch

Dynamic Rollback badge

This new feature is designed to make it easier for partners to programmatically showcase promotional offers within ad creatives and help ensure consistent, accurate promotions across ad units. This badge is applied automatically to eligible ads, helping save valuable time and effort.

Learn more:

Read the Dynamic Rollback badge article.

Review Technical Documentation:

Add creatives to ad groups

Retrieve creative preview image

June ‘25 Releases

Reporting

Enhancement

Forecasting API Enhancements

Our newly enhanced Forecasting APIs and the capabilities they bring to our partners are making building an Onsite Display campaign even easier with visibility into budget fulfillment, new forecasting metrics, and expanded forecast views for efficient media planning and scenario comparison.

Review Technical Documentation

May ‘25 Releases

Reporting

Launch

Creative Reporting for Onsite Display [BETA]

The new Creative report (beta) in Walmart Connect Ad Center and Creative Reporting API, both advertisers and tech partners can gain a better understanding of how creatives affect the performance of Onsite Display campaigns (managed serve and self-serve). They now have access to existing performance metrics such as CTR, conversion rate, total attributed sales, and total ROAS for all creatives built using the Creative Hub in the Walmart Connect Ad Center (or via the Creative API).

Please note: All ad sizes, units, channels, and/or locations are rolled up into a single creative within this report. Think of each creative line item in the reporting as a creative set.

Review Technical Documentation

Campaign Management

Enhancement

Campaign Objective Optimization

Maximize performance by setting an Engagement, Conversion, or Awareness objective (using the objective request parameter) for your Onsite Display auction campaign. The Walmart Connect Ad Center will use your chosen objective to auto-optimize in flight - saving you both time and effort.

Review Technical Documentation

Learn more about Campaign Objective Optimization

Creative Optimization for Onsite Display auction campaigns

Help ensure your targeted audience sees the best performing creative in your Onsite Display campaign with Creative Optimization. Our system automatically optimizes your creative based on the Campaign Objective selected, but if you’d prefer them to rotate evenly (using the creativeRotationMode parameter), you have that option, too.

Review Technical Documentation

March ‘25 Releases

Campaign Management

Launch

Catalog API

This new API endpoint delivers the item, brand, and category data required to programmatically build measurement and targeting item sets that are both complete and accurate—making it that much easier to deliver the scale and performance your clients expect—efficiently and effectively.

Review Technical Documentation

New Version

Targeting APIs V2

Please note: We released Version 2 of this API at the end of February 2025 so if you started your integration after that date you can disregard this update.

What's happening and what actions are required? We’ve made some backend changes to the platform powering our audience targeting in preparation for future feature release. As a part of these changes, two key updates were made that affect Display Campaign Management API endpoints.

All audiences segments have been assigned a new ID. If your platform isn't already doing this regularly, please refresh your list of of target audiences to ensure they're using the new IDs.
**We've made changes to the Targeting List API requests and responses (Please switch over to V2 by 8/31/25 if you're using V1):**We will continue supporting V1 until the end of August; however, we don’t recommend waiting until then to make the update. The below is a summary of the changed:

V2 Request Parameter Changes

Change Type	Parameter	Change Overview
UPDATE	Filter[attribute]	Additional filter values to enable use of custom and Scintilla audiences

V2 Response Element Changes - CONTEXTUAL

Change Type	Element	Change Overview
NEW	taxonPath	Represents the hierarchical taxonomy path. Categories are separated by the \| delimiter with department appearing first, category appearing second, and subcategory appearing last.
REMOVED	mappingType	No longer included in response. Replaced with taxonPath
REMOVED	parentid	No longer included in response.

V2 Response Element Changes - BEHAVIORAL

Change Type	Element	Change Overview
NEW	taxonPath	Represents the hierarchical taxonomy path. Categories are separated by the \| delimiter with department appearing first, category appearing second, and subcategory appearing last. Note: for behavioral targets taxonPath is only applicable to retail audiences (audienceType=retail).
REMOVED	parentid	No longer included in response.
UPDATE	attribute	Additional values to account for custom and Scintilla audiences
REMOVED	mappingType	No longer included in response. Replaced by taxonPath

Review Technical Documentation

February ‘25 Releases

Campaign Management

Launch

Campaign Management API GA

Please note: Integration with the Reporting API is required for the Campaign Management API

Walmart Connect is thrilled to announce the launch of the Campaign Management API. This API allows Walmart Onsite Display advertisers and partners like you to plug into the Walmart Connect platform and access our campaign management and targeting capabilities using their own tools and UI.

Partners can now build campaigns and ad groups, create item sets and associate ad creative to ad groups without having to toggle between their platform and the Walmart Connect Ad Center. Combined with reporting, partners can now identify and make in-flight optimizations to their Walmart Onsite Display campaigns to help advertisers meet their awareness and consideration goals.

Review Technical Documentation

Creative

Launch

Creative API GA

Plug into the Walmart Connect’s Creative Builder platform to upload assets, build, review and submit creatives using your own tools and UI, saving time for your advertisers and your partners.

Review Technical Documentation

October ‘24 Releases

Reporting

Enhancement

Attributed Purchase Report is now available via Display API

Now, retrieving the SKU report, will return the Attributed Purchase report which includes top 700 purchased items for each channel attributed to a campaign to help provide a more comprehensive understanding of the campaign impact on sales and units sold. This is a replacement for the Sales by SKU report which only ranked the top 10 selling items for in-store and online channels as a percentage of total sales and transactions.

Review Technical Documentation

Learn more about the Attributed Purchase Report

Featured and Halo metrics

The addition of Halo metrics to our reporting allows an advertiser to accurately and automatically measure the full impact of their campaigns by providing richer and more granular insights into performance metrics such as ROAS, Attributed Sales, and Attributed Transactions at an item set level—Featured (items added to the feature item set) and Halo (items belonging to the advertiser’s brand that are not included in the featured item set).

Learn more about availability of Featured and Halo metrics by Report Type

Metrics Glossary

Attributed unit metrics

Store, pickup, and delivery attributed units are now available for various reports. Please visit the Metric Type availability by Report Type page to learn which reports include attributed unit metrics. To learn more about how these metrics are defined please visit the Glossary on our Advertising Help Center.