Walmart Connect, Meta, and Omnicom Media Group are advancing a new data‑driven influencer marketing capability that connects Walmart’s first‑party purchase data with Meta’s vast creator ecosystem to better match brands with influencers who drive real sales—moving beyond traditional engagement metrics.
The partnership, first reported by Digiday and highlighted by 8th & Walton, enables Omnicom’s agency network—via its influencer arm Creo—to integrate Walmart purchase behavior and Meta creator analytics. This allows brands to identify creators whose audiences are not only engaged but have demonstrated likelihood to convert into Walmart purchases.
Historically, influencer campaigns have focused on reach and sentiment, often decoupled from actual consumer transactions. Under this new collaboration, retail media precision meets social performance: by linking point‑of‑sale data from Walmart’s ecosystem with Meta’s insights on Instagram and other creator platforms, marketers can prioritize influencers based on purchase‑aligned audience signals.
Industry experts view this shift as part of a broader evolution in which influencers are treated not merely as brand amplifiers, but as shoppable commerce partners that can directly influence the path to purchase. Omnicom’s broader influencer strategy, powered by its Omni platform and supported by similar integrations with TikTok and other social networks, is designed to collapse traditional marketing funnels—by aligning early‑stage awareness directly with measurable conversion outcomes.
For Walmart and its biggest brand partners, this capability represents a significant step in unifying retail media and performance marketing. Linking social creator audiences to real purchase behavior not only improves targeting precision but also enhances attribution—helping brands understand which influencer activations genuinely impact store and online sales.
As retail media continues to mature, partnerships that bridge data, content, and commerce—such as this one with Meta and Omnicom—underscore the growing importance of influencer strategies that are both creative and directly tied to shopper outcomes.
