Module 6 · Lesson 1

Offsite Media & Walmart DSP

📚 Module 6: Offsite & DSP⏱ 5 min read🎯 Advanced

Every format so far has lived inside Walmart — its site, app and stores. Offsite media flips that: it takes Walmart’s shopper data out onto the rest of the internet, so you can reach Walmart customers while they’re watching TV, browsing other sites, or listening to a podcast. The engine for this is the Walmart DSP.

What “offsite” means

Onsite ads reach shoppers who are already on Walmart. Offsite ads reach those same verified Walmart customers elsewhere — across connected TV, social media, the open web and more. The goal is top-of-funnel brand exposure: building awareness with the right people before they ever start shopping.

What a DSP actually is

DSP stands for Demand-Side Platform. Strip away the jargon and it’s simply a tool that automates buying ads across many websites and apps through real-time auctions. You’ve met the idea before — Google Ads and Amazon DSP work the same way. Walmart’s DSP does this using Walmart’s own shopper data to decide who to show your ad to.

How it’s powered

Walmart’s DSP launched in 2021 in partnership with The Trade Desk, one of the largest independent ad-buying platforms. That partnership gives you programmatic reach across the open web plus The Trade Desk’s brand-safety tooling. Since then Walmart has been opening offsite access more widely — adding CTV inventory, new partners and more self-serve routes — so exactly how you access it is evolving quickly.

Is this tier right for you yet?

Be honest with yourself here. Offsite and DSP are the most advanced part of Walmart Connect. Historically they’ve suited larger brands and were often accessed through agency or tech partners rather than a solo seller’s dashboard. That’s changing — but if you’re still getting Sponsored Products working, this is a later chapter in your journey, not your next click.