There has been a barrage of self-service first-party retailer DSPs in the last couple of years with Walmart, Target and Kroger all integrating in the last three years. Walmart’s portal through the Trade Desk is in its infancy but it’s a sign of how the industry is shifting. For the larger, more premium placements there will certainly be a long lead time. However with their self-service offering the turn around will be quick. Moreover, the Trade Desk offers a lot of granularity which will allow brands to forecast, optimize, and scale at a faster rate than ever. Finally, this level of detail gives brands a chance to be more creative while still staying course with Walmart’s experience and identity.