Out of Budget Recommendations migration

In an effort to consolidate recommendations into a single endpoint, Out of Budget Recommendations will migrate from Snapshot v2 API to the Recommendations API, as recommendationType = outOfBudget. This is now available in sandbox and in production on September 24. Please migrate by February 6, 2026, after which we will deprecate Out of Budget Recommendations from Snapshot v2.

Smart Performance Campaigns & Brand Asset Manager (Alpha)

Smart Performance (Alpha) is live! With a single campaign and one budget, advertisers can now run ads across Sponsored Products and Sponsored Brands. This new campaign type is powered by Brand Asset Manager – a centralized asset management tool designed for advertisers to create, save and reuse branded assets. Smart Performance campaigns along with Brand Asset Manager will help reduce set-up time and drive more efficient, scalable growth for advertisers.

Learn More:

Read the Smart Performance Use Cases and Best Practices and Brand Asset Manager Best Practices.

Technical Documentation

• Create brand asset
• Retrieve brand asset
• Update brand asset
• Delete brand asset
• Upload logo image for brand asset
• Upload custom image for brand asset
• Delete custom image from brand asset
• Retrieve review for brand asset
• Create review for brand asset

Snapshot Reports retrievability window updated

Effective October 8, 2025, the retrievability window for Snapshot Reports v1 and v2 will be 62 days (previously 90), aligning with Walmart Ad Center. When submitting an API request, ensure the start date and end date are within the 62-day window. No changes to the historic data download window.

Seamless Activation & Management

Agency Partners and Technology Providers can now offer more streamlined support for their advertisers’ campaigns. Enhanced capabilities include user management, billing, and account navigation across Sponsored Search, Onsite Display, and Brand Shop. Advertisers can easily grant partners the access they need, and new enhancements to the Advertiser Attributes API give tech partners greater visibility into account mapping, partner access, and account status.

Partner Onboarding Hub

We are excited to announce the launch of the Partner Onboarding Hub, which provides a single, user-friendly interface where partners can get onboarded to the Walmart Connect Partner Network by completing all necessary onboarding steps, track their progress, and access key information throughout the process. Once a partner is fully onboarded, they can request to be listed in the Walmart Connect Partner Directory—a great opportunity to increase their exposure to Walmart Connect advertisers.

Onboarding Guide: here

Sponsored Brands Custom Image

Sponsored Brands Custom Image is officially live for all Walmart advertisers, technology partners, and agency partners. This launch enhances the Sponsored Brands ad format by enabling the use of custom images, such as lifestyle, creating a more visually compelling and engaging shopper experience. By showcasing products in real-life contexts, brands can foster deeper connections with shoppers and ultimately drive higher engagement and boost sales.

Learn More:
Please review Sponsored Brands Custom Image Creative Guide for technical specifications and creative guidance.
Technical Documentation: here

Advertiser Attributes API Enhancements

Exposure to eligible Marketplace Brand owner capabilities are now available with the launch of Seamless Activation & Management— making it easier to collaborate with advertisers, unlock growth opportunities across Sponsored Search, Onsite Display, and Brand Shop, and view the insights you need.

To support these new capabilities, on August 6th we introduced enhancements to the Advertiser Attributes API with additional parameters via the new insight type, advertiserAttribute v2, now available in production.

Technical documentation: here

API changelog: here

One sheet: here

Brand term targeting expansion: Positions 1 & 2 now open to all advertisers

Effective June 2, 2025, competitor ads can now serve in positions 1 and 2 on search in-grid for branded keywords. This change is part of a broader effort to unlock growth opportunities across our platform by providing more access to high-visibility placements. Positions 1 and 2 are now the highest ad placements available to any advertiser bidding on brand terms. We recommend reviewing these best practices to optimize your brand term targeting strategy—both for your advertisers’ and competitors’ branded terms—to help secure high-performing placements, grow visibility, and defense share of voice!

Help boost your advertising efficiency with Sponsored Brands

Effective May 19, 2025, the Sponsored Brands minimum bid will be reduced from $1 to $0.50. Sponsored Brands is a powerful tool that prominently displays your advertisers’ brand and products above search and browse results. It effectively helps advertisers reach customers when they are actively searching or browsing on Walmart's site or app. Activate Sponsored Brands today!

Migration of Snapshot Reporting v1 Item Keyword and Item Health v2 to the Snapshot reports v2

Walmart Connect is migrating two reports to Snapshot reporting v2: Item Keyword and Item Health (which appears as “itemHealthv2” within Snapshot Reporting v1). This will help partners improve operational efficiency and drive business growth faster for them and their advertisers. This migration makes it easier to integrate with a single endpoint, allowing quick access to performance reporting, which can reduce extra effort and resources. Partners will be able to select which metrics they want to include, as with other Snapshot reporting v2.

These migrated reports are now in production in Snapshot Reporting v2.

With this migration of API reporting to v2, we plan to deprecate Snapshot Reporting v1 early next year. This means that any reports generated using v1 will no longer be available after the deprecation.

Technical Documentation: here

Sponsored Videos expansion to browse pages

Sponsored Videos ads are available on browse pages across Walmart’s desktop and mobile web (note that mobile app is excluded but is scheduled to launch in Q2).