Walmart Connect, AppsFlyer Partner to Boost Retail Media

Walmart Connect Mexico, one of Latin America’s leading retail media networks, has partnered with AppsFlyer to launch the next phase of its omnichannel retail media strategy. The collaboration leverages AppsFlyer’s Data Collaboration Platform (DCP) and clean room technology to enable secure, privacy-safe, two-way data collaboration with brand partners.

The initiative aims to equip brands with advanced activation capabilities and deliver measurable results across the advertising ecosystem.

Through the AppsFlyer DCP,  Walmart Connect Mexico is implementing a privacy-first data environment that allows the retailer to create and activate custom audience segments by combining its own first-party data with data shared by participating brand partners.

Key elements of the partnership include:

• Secure Data Collaboration: Clean room technology enables compliant and neutral data sharing, ensuring partners maintain full control of their data while contributing insights to enhance audience targeting.

• Offsite Activation: Custom segments can be deployed across Walmart Connect Mexico’s media inventory, including its Walmart DSP and Social Commerce channels.

• Identity Resolution: The partnership strengthens Walmart Connect Mexico’s identity resolution capabilities through an integration with ID5. AppsFlyer manages the technical integration, expanding access to a broader set of identifiers and improving match rates for more effective media activation.

Jonatan Fasano, Business Development Director, Walmart Connect Mexico, said the solution enhances collaboration with brand partners while upholding strong privacy and data security standards.

Tami Harrigan, VP of Business Development and Data Collaboration Platform, AppsFlyer, noted that the platform enables Walmart Connect Mexico to unlock greater precision, performance, and measurement, while simplifying ecosystem integrations.

Mathieu Roche, CEO and Co-founder, ID5, added that the partnership reflects a shared commitment to addressing complex identity challenges in a privacy-first manner, supporting transparency and sustainable addressability across the open digital ecosystem.