Walmart Connect Partner Network
The Walmart advertising + PPC agency for sellers ready to scale.
A Walmart ads agency with the full PPC stack — not just Sponsored Products. Sequence runs Walmart Sponsored Products, Sponsored Brands, Sponsored Videos, Display, Walmart DSP, and off-Walmart programmatic under one team. Walmart Connect Partner Network certified. $500M+ in marketplace revenue managed across 100+ brands. Walmart advertising done by the operators who actually know the Walmart Connect platform.
What is a Walmart advertising agency, and why does the full PPC stack matter?
Most "Walmart ads agencies" run Sponsored Products only. The real opportunity is in the full advertising stack underneath — Sponsored Brands, Display, DSP, programmatic — and it's where Sequence's media chops translate directly.
A Walmart advertising agency is a managed-service team that operates the full Walmart Connect ad stack on behalf of brands — Sponsored Products, Sponsored Brands, Sponsored Videos, Onsite Display, Walmart DSP, and off-Walmart programmatic. The phrase "Walmart ads agency" and "Walmart PPC agency" describe the same service tier — a Walmart Connect Partner Network certified operator with platform-level API access, beta features, and operational coverage of every Walmart Connect format. Sequence Commerce is one of a small group of agencies holding that certification.
Walmart Connect — the underlying platform — is Walmart's $3.4B+ retail media network growing 25%+ year-over-year. It monetizes Walmart.com, the Walmart app, in-store screens, and off-Walmart inventory across CTV, programmatic display, and social using Walmart's first-party shopper data. It is the second-largest retail media network in the US after Amazon Ads ($50B+), and growing faster than every retail media network except TikTok Shop.
Built for brands already selling on Walmart Marketplace (or Walmart 1P vendor relationships ready to add 3P), where the Walmart advertising opportunity now justifies sophisticated PPC operations beyond an in-house generalist. Sequence holds Walmart Connect Partner Network certification, plus Amazon Ads Verified Partner, Target Plus + Roundel Certified, and TikTok For Business partnerships — so your channel mix actually adds up under one roof.
Walmart advertising vs Amazon Ads vs Target Roundel — where Walmart PPC wins.
Three retail media networks, three different shopper bases. Here's how Walmart Connect uniquely earns its slot in your ad mix — and why Walmart PPC should run alongside Amazon, not instead of it.
| Dimension | Walmart Connect | Amazon Ads | Target Roundel |
|---|---|---|---|
| Network size (annual ad revenue) | $3.4B+, +25% YoY | $50B+, mature | $1B+, +30% YoY |
| Avg Sponsored Products CPC | $0.30–$1.50 (50% lower than Amazon) | $0.80–$3.00 | $0.50–$2.00 |
| Shopper demographic | Value + necessity, broad reach | Prime + mass-market | Higher AOV, brand-loyal |
| DSP availability | Walmart DSP (display + CTV) | Amazon DSP (mature) | Roundel programmatic |
| Off-network reach (1P data) | The Trade Desk + Walmart 1P data | Amazon DSP only | Off-Target programmatic |
| Measurement stack | Walmart Connect Insights + Luminate | Amazon Marketing Cloud (AMC) | Roundel Test & Learn |
| In-store screen advertising | Yes | None | Limited (Target Circle screens) |
| Competition density | ~150K sellers (less crowded) | 2M+ sellers (saturated) | ~1,200 sellers (invite-only) |
The six Walmart advertising formats — Sponsored, Display, DSP, programmatic.
Most "Walmart ads agencies" cover Sponsored Products and stop. Here are all six Walmart Connect ad formats Sequence operates, with the actual mechanics, CPC ranges, and use cases.
Sponsored Products
Keyword-targeted and auto-targeted ads in search results and on browse pages. The workhorse format — typically 60–70% of Walmart Connect budgets.
Sponsored Brands
Banner placement above search results featuring your logo, custom tagline, and up to 3 products. Brand-builder ad with click-through to a custom landing page or your brand shop.
Sponsored Videos
Short-form video placements in search results and on product detail pages. Underutilized format — fewer competitors bidding, lower CPCs than Sponsored Products in many categories.
Walmart DSP (Programmatic)
Display + video programmatic across Walmart.com, the Walmart app, and select partner inventory. Powered by The Trade Desk integration. The high-value, low-competition wedge most agencies miss.
Onsite Display
Banner and rich media placements across Walmart.com category pages, homepage, and search. Premium inventory with brand-safe context and Walmart 1P targeting.
Off-Walmart Programmatic
CTV, display, and social inventory off Walmart.com using Walmart's first-party shopper data — Connected TV, YouTube, Roku, Meta, and more. Closes the loop from awareness to in-store and online purchase.
Eight services. One team. One invoice.
Everything you need to scale Walmart advertising end to end — from Walmart PPC management to DSP to off-Walmart programmatic to attribution that ties it back to your Amazon and Target performance.
Walmart PPC + Sponsored Products Management
Full Walmart PPC management: keyword research, campaign architecture, bid optimization, budget pacing, negative keyword harvesting, and search term mining for Sponsored Products + Sponsored Brands. The workhorse Walmart ads format — built right from day one, optimized weekly, scaled monthly.
- Keyword harvesting from Walmart Connect search terms + competitor analysis
- Campaign structure: branded / non-branded / category / competitor conquest
- Bid + budget optimization via Pacvue / Skai automation + strategist layer
- Negative keyword harvesting weekly to protect Walmart PPC spend efficiency
- Listing-to-ad alignment so Walmart advertising traffic actually converts
Sponsored Brands + Videos
Brand banner placements and video ads. Includes creative production, landing page builds, and brand shop optimization.
SB · SV · CreativeWalmart DSP
Programmatic display and video via The Trade Desk integration. Upper funnel + retargeting + lookalike prospecting.
DSP · TTDOff-Walmart Programmatic
CTV, display, social using Walmart's first-party data. Connected TV + YouTube + Meta + Roku.
CTV · ProgrammaticWalmart Connect Insights + Luminate
1P data + measurement (Walmart's AMC equivalent). Incrementality, halo lift, and category share analysis.
Insights · LuminateBid + Budget Optimization
Pacvue, Skai, or Walmart Connect native automation — layered with strategist QA and weekly performance review. Not "set bid rules and ignore." Daily monitoring against pacing and ROAS targets.
Pacvue · Skai · AutomationCross-Channel Attribution
Walmart + Amazon + Target + DTC unified. See how Walmart Connect spend drives Amazon halo and Target Plus discovery. Built on Walmart Connect Insights + AMC + Roundel measurement bridge.
Walmart + AMC + RoundelPerformance Reporting + QBRs
Executive-ready dashboards across all six Walmart Connect ad formats. Weekly metrics, monthly deep-dives, quarterly business reviews focused on the slope — not the spike.
QBR · DashboardsBrands that scaled on Walmart — across categories.
Sample work across sporting goods, beverage, and consumer hardlines. Real numbers from active engagements.
Callaway Golf
Walmart Sponsored Products + Sponsored Videos + DSP retargeting across the top 10 SKUs in the golf category. Listing optimization plus a tight Walmart Connect Insights feedback loop for keyword harvesting.
Liquid IV / Unilever
Consulting on Walmart 3P channel expansion from an existing $100M 1P vendor business. Margin analysis, Sponsored Products architecture, and Walmart DSP layer for incremental 3P growth without cannibalizing 1P.
Duracell Batteries
MAP compliance enforcement across third-party sellers, Walmart Sponsored Products activation, and DSP layer for in-store + online halo. 98% MAP compliance maintained through Year 1.
The 4-stage Walmart advertising engagement.
Same flywheel pattern as every Sequence engagement — adapted for Walmart PPC's ad format mix and Walmart Luminate measurement.
Audit
Full Walmart Connect account audit: campaign structure, keyword coverage, listing-to-ad alignment, format mix (are you running DSP yet?), attribution gaps. We tell you what's working, what's wasted, and what's missing.
Plan
90-day integrated roadmap: campaign architecture rebuild (if needed), format mix expansion, DSP onboarding, off-Walmart programmatic test plan, attribution stack setup. You see every dollar before activation.
Activate
Sponsored Products restructured, Sponsored Brands + Videos live, DSP onboarded, off-Walmart programmatic tests running, weekly dashboard reporting across all six formats from Day 30.
Compound
Weekly bid + budget optimization, bi-weekly creative refresh on Sponsored Brands + Video, monthly Luminate measurement deep-dives, quarterly business reviews on full multichannel ROAS.
Walmart advertising + PPC — your questions answered.
What is a Walmart advertising agency?
What is a Walmart PPC agency?
What is Walmart Connect?
Is Sequence a Walmart Connect Partner?
What ad formats does Walmart Connect offer?
What is Walmart DSP?
How is Walmart Connect different from Amazon Ads?
What is the typical Walmart Connect CPC?
Can Sequence work alongside my existing Amazon agency?
How does cross-channel attribution work between Walmart and Amazon?
Ready to run the full Walmart advertising + PPC stack?
Free Walmart ads audit. We'll show you exactly which Walmart Connect formats you're missing, where DSP could unlock incremental ROAS, and how cross-channel attribution rewrites the Walmart advertising picture.
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