This guide explains how to apply contextual targeting in your Walmart Onsite Display campaigns in Walmart Connect Ad Center. 

Contextual targeting

Contextual targeting uses Walmart Connect’s proprietary algorithm to analyze page content and place your ads on relevant item and search pages across Walmart’s digital properties.  

Ads can be targeted based on Walmart's retail taxonomy: 

• Department (Level 1) – e.g., Health & Beauty
• Category (Level 2) – e.g., Eye Makeup 

This ensures your ads reach customers who are actively shopping for the items most relevant to your campaign.

Setting up contextual targeting

To add contextual targeting to your ad group, select Contextual targeting under Targeting strategy. 
  

 Click Add category to select the categories you want to target.
  

In the list that opens on the right, use the search bar or browse the expandable category tree. Select Add (or Add all) then Done to add categories to your ad group.