Walmart, Vizio outline connected TV commerce integrations at IAB NewFronts

Walmart and Vizio unveiled new integrations, branded content initiatives and campaign results at the 2026 IAB NewFronts, outlining efforts to scale a connected content-to-commerce ecosystem.

The companies said the initiative aims to link streaming engagement with retail purchasing through closed-loop measurement, combining smart TV operating systems with Walmart’s retail data and customer reach.

A key component of the rollout includes a unified account login for Vizio OS TVs and onn devices powered by Vizio, allowing users to access smart TV features using Walmart credentials. The integration is designed to connect viewing behavior with commerce activity while maintaining privacy through aggregated and permissioned data use.

“By unifying account access, we’re creating a seamless experience across screens while laying the groundwork for deeper integration between retail and entertainment,” said Courtney Naudo, SVP of business integration and planning at Walmart Inc.

The companies also introduced a branded content partnership with L’Oréal, featuring product placement within premium content distributed via Vizio’s platform in the United States. The integration extends to Walmart’s retail channels, linking content exposure with purchase opportunities.

“This collaboration demonstrates the power of integrating premium storytelling with retail to inspire customers and drive measurable business impact within a closed-loop ecosystem,” said Nora Wolfe, SVP and U.S. head of media at L’Oréal.

Campaign data shared by the companies indicated that 65% of surveyed Walmart customers discovered new products through CTV advertising, while campaigns delivered measurable incremental reach and engagement compared with linear TV.

Walmart and Vizio said the combined platform is intended to address fragmentation across content, commerce and measurement as streaming continues to account for a growing share of TV viewing.

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