Walmart Connect offers a range of targeting options to help you reach the right customers at the right time across Walmart’s digital ecosystem.

Targeting options

Walmart Connect provides three core targeting strategies, accessible in the Campaigns page. 

• Contextual targeting: Matches ads to relevant pages based on onsite content. This is ideal for reaching customers actively browsing related products. Ads serve on item and search pages.  
• Keyword targeting: Targets customers searching for specific terms, placing your ads in the virtual aisle during high-intent moments. Ads serve on search pages.  
• Run of Site: Broad targeting across any page on Walmart's digital properties (excluding the homepage) with no additional filters. It is useful for maximizing reach.  

To learn more about these targeting strategies, visit Contextual targeting, Keyword targeting and Run of Site guides.

Behavioral audiences

Walmart Connect audiences are built from historical Walmart first-party data, including past purchases, searches and browsing behavior. Some audiences are also enhanced with predictive modeling. 

You can access audiences in three ways. 

Pre-built audiences

Pre-built audiences are available at onboarding.

• Brand: Exclusive to brand owners. This is built using Quick Setup in Asset Library (initial 2 business day setup). 
• Category & Persona: Available to all advertisers. 

These pre-built audiences are under Behavioral targeting in the Campaigns page. 

Custom audiences 

Custom audiences are built in Asset Library using rules based on historical behavior.

• Allow 2 business days for build time.
• Learn more in our Custom behavioral audiences guide. 

Whether you’re reaching broad or highly specific audiences, Walmart Connect’s Onsite Display targeting and audience tools offer scale, flexibility and precision. Start with pre-built segments for fast setup or leverage custom and advanced options to refine your reach.