Smarter Segmentation, Stronger Returns: How Walmart Connect Mexico Is Driving Retail Media Performance

Retail media has rapidly evolved from a growing opportunity to a cornerstone of digital advertising, and is on track to reach nearly $166 billion globally in 2025. As brands look for more effective ways to connect with shoppers in an increasingly fragmented media landscape, retail media networks (RMNs) are stepping up with powerful tools built on first-party data, closed-loop measurement, and omnichannel delivery.

Walmart Connect, the retail media arm of one of the world’s largest and most influential retailers, is leading the charge, specifically in high-growth markets like Mexico. And through its strategic partnership with Infillion’s MediaMath technology, Walmart Connect Mexico is raising the bar on what’s possible with integrated retail media solutions.

Building a Smarter Retail Media Engine

Walmart Connect Mexico leverages a white-labeled demand-side platform (DSP) powered by MediaMath’s infrastructure, enabling them to tap into their wealth of first-party shopper data and owned media to deliver personalized, AI-optimized advertising experiences. This powerful combination gives advertisers a true end-to-end solution for planning, activating, and measuring campaigns via the Walmart DSP.

Two Audiences, One Goal

In a recent campaign with five major dairy brands, Walmart Connect Mexico set out to test how segmentation strategies could drive real-world results, especially for brands looking to not just boost visibility but increase ROAS.

One approach focused on brand-building, targeting high-intent shoppers who had added similar products to their carts. These users received awareness-focused creative to keep the brands top-of-mind. The other strategy honed in on past buyers – shoppers who had purchased in the same category within the last 90 days. They were served promotional messages aimed at driving immediate conversions.

By testing both strategies side by side, Walmart Connect Mexico was able to evaluate not just performance metrics, but also the true impact of tailoring creative and optimization strategies to the shopper’s stage in the journey.

The campaign was a real-time proving ground for Walmart Connect’s ability to activate its first-party data, optimize creatives, and drive performance across the funnel.

“We are building a retail media offering designed to address advertisers’ and agencies’ goals with Walmart – flexible with self-service access by design, data-driven, and omnichannel. Our partnership with Infillion in our Walmart DSP is powering us to accelerate that vision, with meaningful platform features like smart segmentation and real-time AI-based optimizations, to provide the most meaningful connections between brands and Walmart shoppers.”

– Jonatan Fasano, Business Development Director, Walmart Connect, Mexico and Central America.

Click here to check out the full results and dive into the specifics of how Walmart Connect’s segmentation strategy delivered an impressive 13.2 ROAS.

Interested in learning more about our retail media solutions? Get in touch!