Introducing Scintilla Media Data Feed: Connecting retail performance to media decisions

Expanding secure supplier-controlled access to operational and retail data for advertisers and their media and technology partners across the Walmart ecosystem.

Linda Lomelino

April 28, 2026

Until now, media teams and tech partners have been working with an incomplete picture, with only a slice of an advertiser’s operational and retail data, creating silos in planning, optimization, and measurement.

Walmart Data Ventures is introducing Scintilla Media Data Feed, a new API feed that closes that gap. It allows advertisers to securely share Walmart first-party operational and retail data through scalable API access with their agency and tech partners.

Scintilla Media Data Feed securely extends retail insights beyond an advertiser’s organization, creating greater connectivity between their business and key media partners. With direct access to a shared view of omnichannel business performance, partners can more effectively connect retail signals to media decisions, proving media impact and strengthening planning, optimization, and measurement strategies.

This is not broad data-sharing. Advertisers can securely share Walmart's first-party operational and retail data with their trusted agency and technology partners through a pre-curated set of data elements, ensuring access is structured, secure, and aligned to their business needs.

Turning retail signals into media results

We're already seeing the impact this approach can deliver.

A leading CPG brand used Scintilla data to identify share loss to a competitor in specific ZIP codes, uncovering markets with strong potential that had previously gone unactivated in their media strategy. By activating a geo-targeted offsite campaign through a Walmart DSP focused on competitive buyers, the brand delivered:

2.97% sales lift across targeted markets
2.1M households reached with 18.62x higher impression delivery in targeted markets
72% win-back rate among returning buyers, with – 31% new buyer acquisition

In this case, Scintilla data didn’t just inform the media plan — it revealed a competitive opportunity and pointed directly to where and how to act on it.

“By understanding the full picture of item-level performance, we can identify opportunities where incremental ad investment will drive outsized returns,” said Bernie Che, Senior Director of Retailer Acceleration, Flywheel.

Extending data to the full ecosystem

Scintilla Media Data Feed builds on Walmart’s unique value for suppliers and their partners: first-party data at scale, omnichannel visibility across store and digital, and closed-loop measurement that ties media directly to sales. It enables advertisers to securely approve API access to approximately 500 operational and retail elements, such as digital transactability, item attributes, and omni sales, to their trusted partners, including agencies, tech platforms, and third-party providers.

“By integrating Walmart [retail and operational] data through Scintilla APIs, Pacvue enables advertisers to directly connect retail signals—like sales velocity, inventory levels, and nil pick rate—into their media activation strategies,” said Geoffrey Beliard, Principal Business Solutions Partner at Pacvue. “This allows teams to build dynamic media rules, optimize campaigns in real time based on commerce performance, and ultimately drive more aligned, full-funnel business outcomes.”

This solution transforms what has traditionally been a manual, fragmented process into a seamless and scalable data exchange. Instead of relying on one-off exports or custom workflows, partners can now access consistent, near-real-time signals directly within their tools and platforms of choice.

With access to this operational and retail data, advertising partners can:

Plan media investments with a clearer understanding of baseline demand
Optimize campaigns with greater precision to maximize efficiency and performance
Measure performance against total business outcomes—not just media metrics

"Scintilla Media Data Feed gave us structured access to Walmart store-level data that transformed how we analyze ecommerce media performance. We gained granular visibility at both the brand and product level, a clearer picture of cross-halo effects across Brick & Mortar and Dotcom, and the ability to measure ROI across onsite and offsite media with far greater precision — ultimately helping us make smarter next-dollar investment decisions for our clients," said Brian Kim, Senior Principal, Analytics and R&D, mPhasize.

The result is a more connected and comprehensive approach to decision-making, where media strategies are directly informed by what’s happening across their omnichannel business at Walmart.

Creating a more connected future for retail and media

Today’s launch marks an important next step forward in how retail insights and media activation come together. In 2024, we launched Scintilla Insights Activation, which reduces the gap from insights-to-activation by identifying and activating opportunities in an easier and faster way. With Scintilla Media Data Feed, that connection now extends even further by bringing those insights directly to the platforms and partners advertisers already use to plan, optimize, and measure media.

Scintilla Media Data Feed represents the next step in Walmart Data Ventures and Walmart Connect’s shared commitment to making retail performance the foundation of smarter media, giving advertisers and their partners a more complete, actionable view of their business at Walmart.

When media teams can see the full picture, they can make better decisions about where to invest, how to optimize, and how to measure success.

To learn more, reach out to your Walmart Data Ventures account team.

Source: Walmart first-party data, October 1, 2025 – December 31, 2025.

Personalize Snapshots

Introducing Scintilla Media Data Feed: Connecting retail performance to media decisions

Turning retail signals into media results

Extending data to the full ecosystem

Creating a more connected future for retail and media