This article walks you through the process of building targeting item sets for use with custom audiences in Walmart Connect Ad Center.  

If you are looking to build measurement item sets for campaign reporting, refer to the Measurement item sets guide. 

Table of contents

Targeting item sets

Targeting item sets define which products (by brand, category or individual item) you want to use to create custom audiences. These item sets are configured in the Asset Library, not during campaign setup. 

They are essential for:

• Creating rule-based or propensity audiences  
• Enabling targeting precision  
• Leveraging expanded reach with competitor or category-level data 

Building a custom audience item set

Access the item sets tab 

To create an item set for your custom audience, navigate to the Asset Library and select the Item sets tab. Select Create item set to open the item set builder.

In the item set builder, name your item set. Select Add description to provide context or campaign details (optional).

After adding your item set name and description, you can choose a purpose for your item set. Select Targeting to build an item set for a custom audience.

Select inputs: brand, category or item name 

You can build your item set using one or multiple inputs. Select Add next to the input type to begin selection. 

Brands

• Choose My brands (brands you own) or All brands (entire catalog — available if eligible). 
• Use the search bar to find specific brands. 
• Select Add next to each brand. 
• Select Add brands to confirm your selection. 

The real-time item count will update as you make selections. 

Category

• Browse or search for categories. 
• Select Add beside categories or subcategories. 
• Expand a top-level category to select more specific subcategories. 
• Use available attribute filters (if shown) to narrow your selection. Only available for select categories at this time.  
• Select Add categories to confirm. 

Item counts will update in real time but may not reflect any item attributes you add.  

Items

You have four options for adding items:

• Search and add items by name (in My items or All items). Select Add next to relevant items. Refine the list of items by filtering by brand or category. Once you add a few items, high-traffic item recommendations will populate; add those you'd like.  
• Search and add items by GTIN (Global Trade Item Number). Select Add next to relevant items. Refine the list of items by filtering by brand or category. Once you add a few items, high-traffic item recommendations will populate; add those you'd like.  
• Bulk add using GTINs: 
  • Paste a list of GTINs, one per line. 
  • Select Add Items to include them. 
• Bulk add using UPCs:
  • Paste a list of UPCs, one per line.
  • Select Add Items to include them.

Upload a CSV file (optional)

If you have a pre-built list of items, you can:

• Select the Upload CSV tab. 
• Download the CSV template or review format guidelines. 
• Each line should have only one field populated for:
  • Store item ID
  • Online item ID
  • GTIN
  • UPC (includes all the store and online items)
• Upload your file and select Create item set. 

Finalize and create the item set

After you've added all desired brands, categories or items, review your selections. Select Create item set in the lower right-hand corner to save the item set. 

Your new item set appears in the Item sets tab with one of the following statuses: 

• Ready – Item set is successfully built and ready to use with custom audiences. 
• Requested – Item set is being processed. 
• Failed – The set was not created (due to errors like insufficient items or system issues). 

Downloading an item set

Once an item set’s status is Ready, you can select the ellipses (...) under the Actions column or open the item set details page and select Download CSV. This allows for easy review or offline editing. 

Sharing a custom audience item set

To share an item set for your custom audience, navigate to the Asset Library and select the Item sets tab.  

Once on the Item sets tab, select Your item sets to identify which item sets you want to share. To share, select the three dots under the Actions column and select Share item set. 

In the pop-up, select the accounts you want to share your item sets with and select Share item set. 

To access an item set that was shared with you, navigate to the Asset Library and select the Item sets tab.  

Once on the Item sets tab, select Shared with you. If you want to review the items in the item set, select the cloud icon under the Actions column to download the CSV.   

Important: Sharing an audience that includes an item set will automatically share the item set. Learn more about audience sharing.

Note: If the item set creator includes or deletes items, your shared item set will be automatically updated. 

Note: Walmart Connect Ad Policies apply to all targeting item sets.

Things to keep in mind

• Targeting item sets created in Asset Library cannot be directly selected during campaign setup. You must use them to create audiences.  
• Always double-check your selections, item ownership eligibility and CSV formats to prevent build errors.