DIGITS IS NOW A WALMART CONNECT PARTNER
DIGITS Is Now a Walmart Connect Partner: What It Means for CPG Brands
DIGITS Agency has earned Walmart Connect Partner status, expanding its retail media capabilities for CPG brands across Target, Walmart, and beyond.
DIGITS Agency has been officially designated as a Walmart Connect Partner, joining a network of agency, technology, and media partners recognized by Walmart Connect for their platform engagement. For CPG brands managing retail media across multiple retailers, this designation reflects what DIGITS has been building for years: the operational depth to execute confidently across the two largest omnichannel retail media ecosystems in the country.
Retail media has shifted from an emerging channel into a core media buy. Walmart Connect grew 41% in Q4 of fiscal year 2026, and global advertising reached $6.4 billion for the full year. Brands still treating Walmart Connect as test-and-learn are already behind. For DIGITS clients, this designation means tighter platform access, clearer execution pathways, and a single agency relationship that spans both Target and Walmart retail media.
Key Takeaways at a Glance
DIGITS holds official Walmart Connect Partner status, recognized for platform engagement and capability.
Walmart Connect is one of the fastest-growing retail media networks in the country.
DIGITS now holds formal partner status at both Target (Roundel Media Studio Certified, Target Managed Services Partner) and Walmart Connect.
Working with an agency that has standing at both platforms reduces execution risk and improves cross-retailer coordination.
What Is the Walmart Connect Partner Program?
The Walmart Connect Partner Program is a tiered recognition framework for agencies, technology providers, and media partners. Tiers are determined by criteria including annual spend managed through the platform, product adoption, advertiser count, and compliance with Walmart Connect guidelines.
The Partner tier represents agencies actively engaged with the platform and operating within its ecosystem. For CPG brands, the practical value is clear: you are working with an agency formally acknowledged by Walmart Connect, with a defined path for continued development and access.
How Does This Fit with DIGITS’ Existing Retail Media Credentials?
DIGITS has built its practice around deep, platform-specific expertise. On the Target side, DIGITS is a Roundel Media Studio Certified agency and a Target Managed Services Partner, reflecting genuine operational depth across Target Circle, Roundel programmatic media, and Target paid search.
Walmart Connect Partner status extends that model to Walmart’s platform. For brands running media across both retailers, strategy, measurement, and budget decisions can now be made within a single agency relationship with formal standing on both sides.
What Does Walmart Connect Partner Status Mean in Practice?
Partners are listed in the Walmart Connect Partner Directory and gain access to product support, marketing assistance, exclusive insights, and technical enablement tools. For DIGITS clients, this means more direct platform access and clearer communication channels with Walmart Connect.
What it reflects is engagement, capability, and platform alignment. Delivering actual results still depends on strategy, execution quality, and campaign management.
Why Walmart Connect Is a Retail Media Priority Right Now
Walmart’s advertising business grew 46% for the full fiscal year, reaching $6.4 billion globally. Advertising and membership income together now represent nearly one-third of Walmart’s total operating profit.
Walmart is also investing heavily in AI commerce. Sparky, Walmart’s AI shopping assistant, was used by roughly half of all U.S. app users in Q4. Customers who engaged with Sparky showed average order values approximately 35% higher than non-Sparky users. Brands with strong content, accurate inventory, and well-structured Walmart Connect campaigns will have a measurable advantage as AI continues reshaping discovery.
Action Steps for CPG Brands
Audit your current Walmart Connect activity. If campaigns lack a formal strategy, now is the time to build the foundation.
Evaluate whether your agency partner has formal Walmart Connect standing. Recognized partners have better access to platform resources and support structures.
Align your Target and Walmart retail media strategies. A coordinated approach through a single agency with standing at both platforms reduces waste and improves measurement.
Build your content and product data for AI discovery. Sparky is already influencing which products appear in AI-generated baskets. This is a current concern, not a future one.
Frequently Asked Questions
What is Walmart Connect and why does it matter for CPG brands?
Walmart Connect is Walmart’s retail media advertising platform, allowing brands to reach shoppers using first-party purchase data and closed-loop attribution. It grew 41% in Q4 fiscal year 2026. For brands with Walmart distribution, it is now a core media channel.
What does it mean to be a Walmart Connect Partner?
It is a formal designation within Walmart Connect’s tiered partner program reflecting platform engagement, product adoption, and compliance with guidelines.
How does DIGITS’ Walmart Connect status compare to its Target credentials?
At Target, DIGITS holds Roundel Media Studio Certification and Target Managed Services Partner status. At Walmart, DIGITS holds Walmart Connect Partner designation. Both reflect the same approach: building formal standing at the platforms that matter most to CPG brands.
What This Means for How DIGITS Works
DIGITS has always focused on depth rather than breadth, building around a small number of retail media platforms where genuine expertise creates measurable advantages: Target, Walmart, regional grocers, and beverage alcohol.
Walmart Connect Partner status is the formal recognition of work already underway. The question for brands managing retail media at scale is not whether Walmart Connect matters. It is whether your agency has the platform standing and execution experience to make your investment count.
Contact DIGITS to discuss your Walmart Connect strategy.
About DIGITS Agency
DIGITS is an omnichannel retail media agency specializing in Target, regional grocers, and alcohol retail media. As a Target Managed Services partner, Roundel Media Studio Certified agency and Walmart Connect Partner, DIGITS helps CPG brands navigate retail media with strategic planning, hands-on campaign management, and proprietary analytics. Learn more at www.digitsagency.com.
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
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