Walmart Connect Adds Yahoo DSP, Expands Connect Select, and OpenAI Launches CPA Ads

On May 29th, Walmart Connect announced a partnership with Yahoo DSP, adding a second DSP partner to its programmatic ecosystem. The integration will provide access to Walmart’s first‑party data through a Walmart‑controlled data enablement solution, with initial inventory limited to VIZIO smart TVs. Walmart also expanded its Connect Select package to include FreeWheel, Index Exchange, Magnite, PubMatic, and a direct deal with Paramount, aligning with its Walmart+ subscription that offers ad‑supported Paramount+. Meanwhile, OpenAI rolled out cost‑per‑action bidding in ChatGPT ads, launching a tracking pixel, an Ads Manager beta, and removing minimum spend commitments to compete with Meta and Google. The article also highlights growing concerns over location data privacy, citing a Washington Supreme Court case and Senate testimony that could threaten ad‑supported media. These developments underscore a shift toward performance‑based advertising and tighter data governance across the industry.