New API Feeds Walmart Scintilla Data Direct to Partners

Walmart Data Ventures, the retail giant's insights and analytics division, is launching Scintilla Media Data Feed, a new API allowing advertisers to securely share Walmart first-party operational and retail data through scalable API access with their agency and tech partners.

The new API gives partner firms direct access to a shared view of omnichannel business and campaign performance, covering around 500 operational and retail elements including digital transactability, item attributes and omni sales. This helps the partners connect closed-loop retail signals to media decisions, and thereby boost their media planning, optimization and measurement.

The tool allows advertisers to control the sharing process, customizing it for each partner, and ensures it is 'structured, secure, and aligned to their business needs.'

The launch builds on that of Scintilla Insights Activation, in 2024 - this made Walmart data available to clients for sharing. With the latest release, that data can be fed directly to the platforms and partners advertisers already use to plan, optimize, and measure media.

Walmart said in 2024 that its ambition was to turn the Data Ventures division into 'a global leader in insights and analytics'. Web site: www.walmartdataventures.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.