Advertisers can now target Walmart shoppers on YouTube and see when those ads lead to sales, thanks to a new deal between Walmart Connect and Google, executives told ADWEEK. It's part of a broader effort from the retailer's ad arm, Walmart Connect, to make it easier for advertisers to target Walmart shoppers on streaming TV platforms, where brand dollars are increasingly headed. Last year, Walmart dropped the exclusivity clause in its deal with The Trade Desk, allowing the retailer to partner with more adtech companies. In May, the company announced a deal with supply-side platform Magnite, which allows Walmart Connect to sell ad inventory on Vizio smart TVs through Yahoo's demand-side platform. Partnering with Google gives Walmart access to significantly more streaming inventory. Americans watch YouTube more than any other streamer, and the platform accounts for nearly 13% of total TV viewing, according to Nielsen. This new partnership with Google lets advertisers target Walmart audiences when buying streaming video ads on YouTube through Google's Display and Video 360 platform. Walmart's partnership with Google is initially an invite-only program. Finding shoppers on YouTube Walmart is looking to grab bigger retail media budgets in an Amazon-dominated landscape. The company is betting that these partnerships will attract bigger brand marketing budgets, helping it to close the gap between the two companies. Walmart's ad business made $6.4 billion in 2025, while Amazon's raked in more than 10 times that amount at $68 billion. Joel Lunenfeld, global CEO of Publicis Media Exchange, expects for the partnership to drive stronger performance for advertisers. "As these audiences become more accessible across programmatic environments, more clients can activate and scale against them in ways that fit their existing workflows, especially given they are built on real purchase data rather than modeled signals," Lunenfeld said in a statement. "This not only improves efficiency and targeting, but also helps advertisers drive both brand outcomes and measurable business results from the same investment." Google's value will largely come from how much overlap Walmart expects to find between its customer base and YouTube's viewers, said Ryan Mayward, svp and general manager of Walmart Connect. "YouTube has 244 million American viewers, which is 91% of the population," Mayward said, quoting a stat from Nielsen. Walmart has a store within 10 miles of 90% of the U.S. population, he continued, and serves over 150 million customers a week. "It just was a no-brainer to partner with Google," Mayward said. "We can help brands connect with customers on YouTube with more fidelity and accuracy in terms of the specific Walmart customers they want to communicate with, and then measure sales outcomes." The product is self-service at launch, but advertisers may require the help of a sales representative to get started, a Walmart Connect representative explained. "The end goal is for it to be a self-service activation opportunity where the audiences are there ready to go in the UI, and the closed-loop measurement is right there in the UI as well," Mayward said. "Our aim is to be where advertisers are already spending their time and spending their money, and that's what we're doing with Google through DV 360." Walmart's partnership with Google is initially limited to YouTube but the goal is to expand across Google's properties, Mayward said. For Google, the deal gives DV 360 advertisers access to a new kind of measurement that connects YouTube ads to Walmart sales. "You're able to use [Walmart] audiences and then measure it on the back end and really connect it to sales, that is kind of the brand's dream," Courtney Rose, vp of retail at Google, told ADWEEK.