CASE STUDY

Walmart Connect Mexico

Improving ROAS Through Precision Segmentation

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Walmart Mexico

Background

As one of the world’s largest retailers, Walmart has played a pivotal role in shaping the evolution of retail media – the fastest-growing ad channel projected to reach $165.9 billion in 2025, according to eMarketer. To strengthen its retail media arm in Mexico, Walmart Connect (Walmart’s DSP)  leverages a white-labeled platform powered by Infillion’s MediaMath technology. This partnership enables Walmart Connect Mexico to:  

  • Maximize the value of their first-party data and owned & operated media inventory for more effective audience engagement
  • Deliver omnichannel advertising experiences powered by AI-driven optimizations
  • Provide advertisers with greater control, closed-loop measurement, and actionable insights

 

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

Walmart Shopper

Challenge

With a strong technology foundation in place, Walmart Connect Mexico set out to put its enhanced capabilities to the test with a campaign designed to measure the impact of targeted audience engagement on conversions and ROAS.

Objective

Walmart Connect Mexico was looking to evaluate the effectiveness of two segmentation strategies in driving conversions and optimizing ROAS. To do so, they launched a campaign with five leading dairy brands, leveraging Walmart’s DSP, access to valuable omnichannel media, and audience targeting capabilities with Walmart Connect’s first-party audiences.

Strategy

To achieve this, Walmart Connect implemented a two-pronged approach, testing “Branding & Consideration” and “Purchase-Driven” segments to compare audience performance.

Branding & Consideration Segment

  • Audience: High-intent shoppers who added products to their cart.
  • Creative Strategy: Branding-focused messaging to build awareness and keep the advertiser top-of-mind
  • Optimization Metric: Reach and impressions to maximize visibility among potential buyers
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Branding & Consideration

Purchase-Driven Segment

  • Audience: Previous Walmart buyers who had purchased the same product category in the last 90 days
  • Creative Strategy: Price- and promotion-driven messaging designed to drive immediate conversions
  • Optimization Metric: ROAS to ensure ad spend effectively translated into revenue

Purchase-Driven

Results

Branding & Awareness

Walmart DSP’s end-to-end campaign management capabilities, powered by Infillion’s MediaMath technology, enabled Walmart Connect to seamlessly execute, monitor, and optimize the campaign across both audience segments—effectively reaching high-intent buyers ready to convert.

Purchase-Driven

By integrating Infillion’s advanced ad tech solutions, Walmart Connect continues to set the standard for retail media success, helping brands reach shoppers at every stage of the buying journey while driving measurable business outcomes.

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