Recent announcements from Walmart Connect and Best Buy Ads place its technology behind two arrangements connecting retailer audiences and sales measurement with television advertising inventory. For multi-location brands and agencies, the significance extends beyond another way to buy streaming ads. These connections raise a practical question: can purchase signals make television investment more accountable while supporting the different markets, customers and locations a national campaign needs to serve? Two Retailers, a Shared Connection On October 6, Walmart Connect announced that its integration with Yahoo DSP, supported by Magnite, is moving from proof of concept into alpha. The offering brings Walmart audiences and closed-loop measurement into Yahoo’s buying platform and is expanding beyond VIZIO to additional CTV publishers.