Walmart Connect Mexico Partners with AppsFlyer to Redefine Retail Media with Data Collaboration Innovation

Walmart Connect Mexico Partners with AppsFlyer to Redefine Retail Media with Data Collaboration Innovation

Walmart Connect Mexico, the retail media arm of Walmart de México y Centroamérica, has announced a groundbreaking partnership with AppsFlyer, a global leader in marketing measurement and data collaboration. This alliance is designed to strengthen Walmart Connect Mexico’s retail media network by delivering privacy-first data collaboration, advanced audience insights, and smarter campaign activation capabilities for brands and advertisers.

The collaboration between Walmart Connect Mexico and AppsFlyer’s Data Collaboration Platform (DCP) marks a major step forward in the evolution of retail media in Latin America. By combining Walmart’s extensive first-party commerce data with brand and agency data, the partnership aims to create more powerful and privacy-compliant audience segments that can be activated across multiple channels. This move positions Walmart Connect Mexico as a frontrunner in data-driven omnichannel marketing innovation.

Empowering Brands Through Data Collaboration

Through this partnership, Walmart Connect Mexico can now securely and efficiently collaborate with brand partners, agencies, and technology providers using AppsFlyer’s DCP. This platform allows both parties to combine data without ever exposing sensitive information, maintaining strict data privacy standards in line with international regulations such as GDPR and local Mexican data protection laws.

The integration enables two-way collaboration, allowing brands to leverage Walmart’s rich commerce data which includes in-store transactions, online shopping behavior, and loyalty insights to build customized audience segments. These audiences can then be activated across Walmart’s owned and operated media channels, as well as offsite platforms like social media and programmatic advertising networks.

This capability allows advertisers to design campaigns that are more relevant, efficient, and measurable, driving higher engagement and conversion rates while respecting user privacy.

Enhancing Omnichannel Campaign Performance

The partnership with AppsFlyer ensures that brands working with Walmart Connect Mexico can manage end-to-end campaign measurement and optimization within a secure, integrated environment. Using AppsFlyer’s advanced analytics and attribution tools, marketers can track campaign effectiveness in real time, gain insights into customer behavior, and continuously improve media strategies.

Additionally, Walmart Connect Mexico is integrating ID5’s identity resolution layer, a technology that improves data matching and segmentation accuracy without relying on third-party cookies. This approach supports privacy-compliant targeting and helps brands maintain marketing performance despite the industry’s shift away from traditional identifiers.

By combining Walmart’s retail data with AppsFlyer’s measurement intelligence and ID5’s identity framework, this partnership creates a comprehensive ecosystem that connects in-store sales with online engagement. This unified approach to measurement ensures that every marketing dollar can be linked directly to sales outcomes, offering unparalleled transparency and accountability for advertisers.

A New Era for Retail Media in Latin America

Retail media has rapidly become one of the fastest-growing segments in digital advertising, and this collaboration positions Walmart Connect Mexico as a regional pioneer. By integrating cutting-edge data collaboration and identity technologies, Walmart is transforming how brands interact with consumers across multiple touchpoints — from digital ads and mobile apps to in-store experiences.

The move underscores Walmart’s commitment to innovation and customer-centric marketing. For AppsFlyer, this partnership reinforces its growing influence in Latin America and demonstrates how its technology enables retailers to navigate the evolving world of data privacy and media efficiency.

Together, Walmart Connect Mexico and AppsFlyer are reshaping the retail media landscape, creating a powerful ecosystem where commerce data, consumer insights, and digital engagement work in harmony to deliver smarter, more effective campaigns.

What This Means for Brands and Agencies

For brands, the Walmart Connect Mexico–AppsFlyer collaboration represents a significant opportunity to elevate their marketing efforts. By tapping into Walmart’s vast first-party data and leveraging AppsFlyer’s robust analytics platform, brands can now:

• Personalize customer engagement based on real shopping behaviors and preferences.

• Optimize ad spend using precise attribution models and performance insights.

• Protect customer privacy while gaining access to actionable intelligence.

• Execute cross-channel campaigns that seamlessly connect in-store and online touchpoints.

Agencies, on the other hand, can use these new tools to deliver higher-value campaigns for their clients. The combination of AppsFlyer’s measurement accuracy and Walmart’s commerce data gives media planners the insights they need to allocate budgets more effectively and demonstrate measurable business impact.

Looking Ahead: Building a Privacy-First Future

As global privacy regulations evolve, retail media networks are under increasing pressure to innovate responsibly. The Walmart Connect Mexico and AppsFlyer partnership embodies this new reality — one where data collaboration, transparency, and consumer trust are the pillars of modern marketing success.

By championing a privacy-first model and embracing advanced technologies like data clean rooms and identity resolution, Walmart Connect Mexico is setting a benchmark for how retailers can drive sustainable, ethical growth in the digital economy.

This alliance not only strengthens Walmart’s presence in Latin America but also sets the stage for future collaborations that will shape the next generation of retail advertising worldwide.

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