As reported by Digiday, today at CES Omnicom Media announced a first-to-market collaboration that links Walmart’s first-party purchase-based insights with Meta’s Instagram influencer ecosystem, giving brands a far more precise way to identify creators who can actually drive sales. The partnership enables Omnicom Media’s influencer agency Creo to move beyond traditional metrics like follower counts and demographics, instead answering the critical question of what an influencer’s followers actually buy. By integrating Walmart Connect’s purchase-based insights with Meta data through Creo’s Influencer Discovery Agent, brands can select creators based on demonstrated conversion potential, not just popularity. The move builds on Omnicom Media’s earlier integration of Walmart data with TikTok and reflects a broader effort to scientifically quantify influencer impact, reframing influencers as powerful recommendation engines that can spark spontaneous purchases and meaningfully influence consumer choice.
The announcement marks Day 2 of Omnicom Media’s “Future of Brand Influence” CES news series unveiling first-to-market collaborations that enhance brands’ influence on consumer choices.
“It’s about delivering on three ‘R’s: reach, resonance and reaction. We can now quantify the reach, we can understand the resonance of a creator’s content, and now we can look at what reactions we can expect from that audience.” Kevin Blazaitis, President, Creo USA
“Expanding our strategic partnership with Omnicom to include Meta is proof of how retail media’s audience targeting capabilities can connect real customers to creator audiences, helping brands identify and activate the right influencer partnerships with more precision,” said Ryan Mayward, SVP of Retail Media Sales with Walmart Connect.
“Creators are a huge area of focus for Meta and so we’re pleased to support the development of Omnicom’s newest tool, which builds on the advanced capabilities of Meta’s Creator Marketplace. It’s a testament to the innovation that’s possible when you work across the agency, brand, and platform ecosystem, and I look forward to seeing the new opportunities it creates for creators and brands.” Simon Whitcombe, VP and Head of Meta’s Global Business Group for North America.
“The integration of Walmart Connect’s audience data and Meta’s creator discovery within Creo’s discovery agent is helping to redefine how we are thinking about creator partnerships across the funnel. Influencers are now integral to our business growth, directly inspiring purchase decisions and deepening customer loyalty. By selecting creators based on Walmart purchase history, we’re able to leverage creator strategies that turn social engagement into measurable results.” Catherine Berger, VP of Transformation and Marketing Services at Bimbo Bakeries