Walmart’s expanded data offering to agencies and advertisers gets closer to self-serve

Although Scintilla has been up and running since 2021, it’s making more of its commerce-side data available to agencies and tech partners, and it’s also giving them more direct access to it.

Why It Matters

Although Scintilla has been up and running since 2021, it’s making more of its commerce-side data available to agencies and tech partners, and it’s also giving them more direct access to it.

The Agency Angle

Agencies should monitor how this trend develops and consider implications for client strategy, talent allocation, and service offerings. The speed of change in digital marketing requires constant vigilance and rapid adaptation.

Published April 28, 2026 • specwork.co

Source: Digiday