Walmart and VIZIO unveil CTV commerce integrations at NewFronts with a first-to-market L’Oréal product placement

Walmart and VIZIO announced new connected TV integrations at the 2026 IAB NewFronts, including a unified Walmart account login for VIZIO OS and onn TVs that links streaming engagement directly to retail purchases through closed-loop sales attribution. The companies also announced a first-to-market product placement deal with L'Oréal, embedding its products into premium VIZIO OS content powered by Walmart's first-party customer data, with creative extensions spanning Walmart product pages and omnichannel touchpoints. Early CTV campaign results show that 65% of surveyed Walmart customers say CTV ads helped them discover new products, and advertiser campaigns via Walmart Connect delivered a median 44% new-to-brand purchase rate over the past year.