Walmart Connect is adding Yahoo DSP after years of relying on The Trade Desk’s whitelabeled pipes. Yahoo’s supply integration uses Magnite, and for now inventory is available through VIZIO, the smart TV manufacturer Walmart acquired in 2024. Additional platforms and supply partners are planned. Shifting DSP and supply alliances can still benefit The Trade Desk, as past integrations such as Netflix’s later partnership with TTD show. Location data bought from data brokers is being used for non-advertising purposes, including police and immigration enforcement investigations, and regulators are increasing scrutiny. The use of similar data to track US troops is expected to intensify regulatory attention. OpenAI is offering cost-per-action ads in ChatGPT, charging only when predefined user actions occur, signaling a push to compete for performance budgets.
"ChatGPT is now offering cost ‑ per ‑ action ads to select advertisers, which means these buyers only have to pay when someone completes a specific, predefined action after interacting with an ad, like making a purchase, downloading an app or signing up for a service. Introducing CPA is a rite of passage for any fledgling ad business. Advertisers love outcomes. And by making this move, OpenAI is also signaling it wants ChatGPT to compete for the same performance dollars that now go to Meta and Google."
#programmatic-advertising #dsp-partnerships #privacy-and-location-data #performance-marketing #chatgpt-advertising
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