Walmart Measurement at the Source Starts With a Shared Sales Foundation

Retail media has become a core part of the media plan. For brands investing in Walmart, the challenge is no longer simply activating more channels. It is establishing a consistent way to understand incremental sales.

A Walmart plan may include Walmart Connect advertising products alongside search, social, video, CTV, influencer activity, in-store activity, and third-party media partners. Each channel can report delivery and campaign activity. When results rely on different data sources and methodologies, however, brands may struggle to compare their investments on a common commercial basis.

Brands need a shared sales foundation for the full Walmart plan.

A new foundation for Walmart measurement

For eligible advertisers, the Walmart Scintilla Media Data Feed provides a route to authorize the sharing of Walmart first-party retail and operational data with selected agencies and technology providers.

Pēq is approved to connect to the Walmart Scintilla Media Data Feed.

With advertiser authorization, Pēq can use the relevant data within its independent incrementality measurement methodology. The objective is to give brands a consistent framework for assessing the commercial contribution of activity across their Walmart plans.

As data access becomes more available, the important question is not solely whether data can be connected. It is how that data is measured and whether the methodology can be applied consistently across the investments a brand makes at Walmart.

Measuring against Walmart sales data

There is a meaningful distinction between estimating retailer outcomes and measuring activity against Walmart sales data.

Some measurement approaches use samples or modeled estimates to project retailer-level results. Those methods can provide useful signals across the broader retail landscape. For a Walmart-specific plan, however, brands may also want a more direct view of incremental sales based on the data they have authorized for use.

With advertiser authorization, Pēq applies store-level test-and-control designs to measure incremental sales at Walmart according to Pēq’s methodology. This gives brands an additional framework for assessing campaign impact beyond delivery metrics alone.

A consistent standard across the full plan

The value of a shared data foundation extends beyond an individual campaign or media partner.

When each activation uses a separate measurement framework, reporting can become difficult to reconcile. A brand may receive several valid channel-level perspectives without a consistent basis for evaluating the full plan.

Pēq provides a common measurement layer for authorized Walmart data. It enables brands to assess channels, agencies, technology providers, audiences, and creative against the same underlying measurement methodology.

Depending on the campaign design and available data, this can support analysis of:

• Incremental sales and sales lift
• Incremental ROAS
• Hero, halo, and rest-of-brand impact
• Audience and creative performance
• Cross-channel contribution
• In-flight learning to inform optimization decisions

The purpose is not to replace the expertise of individual media or technology providers. It is to give brands a consistent framework for understanding how activity across the plan contributes to incremental sales.

From fragmented reports to clearer decisions

For brands, this approach can make it easier to evaluate activity across the plan using a common incrementality framework.

For agencies and technology providers, it can reduce the need to create separate retailer-data infrastructure for every shared client. They can focus on the media, technology, and services they provide while working from a consistent measurement foundation.

For Walmart plans spanning multiple touchpoints, this supports a more comparable view across digital and non-digital activity.

A rigorous approach to Walmart measurement

Retail media measurement continues to evolve alongside the channels it is designed to evaluate. Brands need clear methodologies, appropriate data permissions, and transparent context for the analysis used to assess performance.

Pēq provides independent, store-level incrementality measurement based on authorized Walmart first-party data and its own measurement methodology.

If Walmart is central to your growth strategy, talk with Pēq about establishing a shared measurement foundation for your plan.

Pēq is an independent third-party measurement provider and is not affiliated with Walmart or Walmart Connect. To share Scintilla data with Pēq, an advertiser must have an active Scintilla subscription and complete the applicable Service Provider Access Agreement. Pēq’s approval to connect to the Walmart Scintilla Media Data Feed does not constitute an endorsement by Walmart or Walmart Connect.