The Asset Library is your central hub for managing the two key assets used to build and activate campaigns: audiences and item sets. 

Table of contents

Accessing the Asset Library

From the left-hand navigation in Walmart Connect Ad Center, select Asset Library.  

You’ll see two main tabs: Audiences and Item sets. 

Audiences tab

The Audiences tab displays all custom audiences built or shared within your account. Each audience entry includes:

• Audience ID
• Audience name 
• Audience size 
• Audience status
• Audience type 
• Date requested
• Last modified by
• Share information
• Data source
• Available actions (e.g., share, reactivate)

Creating an audience 

To create a new audience, select the Create audience button in the upper right-hand corner. 

Choose the audience type and follow the steps outlined in the audience creation guides: 

• Quick setup
• Custom setup

Audience details and editing

Click an audience name to preview its criteria, description, size and last update date. You can also click the Intelligence tab to learn more about the audience makeup. 

To change general details or criteria, select Details, then Edit. 

Note: Editing the audience’s criteria (not just the name) will trigger a rebuild. This process takes 2 business days.

Audience statuses

Once you finish creating or editing an audience, it appears on the Audiences tab with a status:

Archived audiences

Archived audiences stop refreshing automatically. Archiving occurs if an audience hasn’t been used in any active Walmart Connect Ad Center or Walmart DSP campaign for 40 days. 

Restoring archived audiences

To restore an archived audience, click the ellipsis (...) in the Actions column. Select Reactivate. Status will change to In Progress, then to Available once reactivated. 

Keep in mind that reactivation can take up to 10 calendar days to complete. 

Note: Reactivate only restores archived audiences; it does not refresh active ones.

Refresh rates

Audiences with an Available status are auto-refreshed on a regular cadence: 

Audience sharing 

The Audience tab contains:

• Your audiences — Audiences you created 
• Shared with you — Audiences from connected* self-serve accounts via Walmart Connect Ad Center, or Managed Serve accounts 

To share an audience, click the ellipsis (...) on the far-right end of the audience line under the Actions column. Select Share audience.  

In the popup, select Share audience to confirm and the audience will be shared with all connected accounts.  

Important: Sharing an audience that includes an item set will automatically share the item set. 

*Advertiser accounts are linked to an organization or partner upon onboarding. 

Item sets tab

The Item sets tab lists all item sets in your account. Each item set displays:

• Item set ID  
• Item set name  
• Item set status 
• Item set type 
• Item set purpose (Targeting or Measurement)
• Date created  
• Last modified by

Creating and editing item sets

Item sets can be used for two purposes:  

• Targeting item sets
  • Used to build custom audience segments 
  • Can include your products or competitor brands (via expanded data) 

Follow the steps outlined in the Item sets for custom audiences guide to create a targeting item set.

• Measurement item sets
  • Used for campaign reporting only 
  • Limited to your own brands/items (no competitor inclusion) 

Follow the steps outlined in the Measurement item sets guide to create a measurement item set. 

To edit an item set, select the item set name to access the item set editor.  

Item set statuses

Once you finish creating or editing an item set, it appears on the Item sets tab with a status: