Videos
CTV Training for Walmart Connect
📺 CTV 101 Training
Overview:
A five-part series designed to deepen understanding of Connected TV (CTV) and equip teams with the knowledge to sell, strategize, and innovate in the evolving video ecosystem.
  • Format: Five weekly sessions, 75 minutes each
  • Cohort Size: Up to 35 participants
  • Assessment: Pre training assessment provided to help guide curriculum development
  • Customization: Aligned to Comcast Advertising's go-to-market strategy, tools, and workflow
  • Interactive Delivery: Whiteboarding, role-playing, and Socratic-style dialogue
  • Session Recaps: Key takeaways and internal frameworks after every session
  • Weekly Quizzes: Reinforce concepts and benchmark knowledge retention
SAMPLE CURRICULUM
📺 Topic 1: The CTV Ecosystem
Objective: Develop a comprehensive understanding of the Connected TV landscape.
Topics Covered:
  • Introduction to CTV: Define Connected TV and explain its evolution from traditional television, highlighting how these shifts have opened new opportunities for retail media networks like Walmart Connect.
  • Key Components: Explore the CTV ecosystem—including smart TVs, streaming devices, and content platforms—and how Walmart Connect’s media offerings intersect with these touchpoints.
  • Streaming Business Models: Break down AVOD, SVOD, TVOD, and hybrid models, with a focus on where Walmart Connect’s partners and campaigns typically appear.
  • CTV vs. Traditional TV Advertising: Examine the differences in targeting, measurement, and ad delivery—emphasizing how Walmart Connect’s first-party data and omnichannel attribution set it apart in the CTV landscape
📊 Topic 2: Tracking, Data, and Measurement in CTV
Objective: Understand data collection methods and measurement techniques in CTV.
Topics Covered:
  • Data Collection Methods: Explore how data is captured across CTV environments, including Automatic Content Recognition (ACR), SDK-based tracking, and partnerships—highlighting how Walmart Connect leverages data signals to enhance targeting.
  • Cross-Device Tracking & Identity Resolution: Understand how Walmart Connect links CTV viewership with online and in-store behavior across devices, enabling more accurate targeting and closed-loop measurement.
  • Data Types: Break down first-, second-, and third-party data—focusing on Walmart’s unique advantage in using first-party shopper data to build high-intent audiences and drive measurable outcomes.
🖥️ Topic 3: Ad Serving in CTV
Objective: Equip participants with a clear understanding of how CTV ads are delivered, including the underlying technology, key players, and common challenges—so they can better articulate Walmart Connect’s role in ensuring efficient, high-quality ad execution across streaming environment
Topics Covered:
  • Ad Serving Mechanics: Understand how ad servers, decisioning logic, and dynamic ad insertion (DAI) work in CTV—and how Walmart Connect integrates with these systems to deliver relevant, timely ads.
  • Publisher and Advertiser Ad Servers: Examine how inventory is managed across platforms and how Walmart Connect partners with streaming publishers to ensure seamless ad delivery and alignment with campaign goals.
  • Challenges: Identify common challenges in CTV ad serving—such as latency, buffering, and sequencing—and how Walmart Connect mitigates these to maintain a high-quality user and advertiser experience.
🤖 Topic 4: Programmatic Media in CTV
Objective: Gain insights into programmatic advertising and its application in CTV.
Topics Covered:
  • Programmatic Advertising Basics: Cover how real-time bidding (RTB), private marketplaces (PMPs), and programmatic guaranteed deals operate within CTV—and how Walmart Connect activates media through these channels to drive scale and precision.
  • Ecosystem Players: Identify key players such as DSPs, SSPs, and ad exchanges, and explain how Walmart Connect collaborates with them to optimize media delivery and campaign performance.
  • Challenges: Discuss common issues like ad fraud, supply-path optimization, and frequency capping—and how Walmart Connect’s retail media foundation and partnerships help mitigate these risks for advertisers.
🏞️ Topic 5: The CTV Competitive Landscape
Topics Covered:
  • Understand the evolving CTV competitive set – Equip participants with a clear view of major players across retail media, streaming platforms, and legacy broadcasters, including how their offerings differ in scale, targeting, and measurement.
  • Position Walmart Connect within the market – Help teams articulate Walmart Connect’s unique value proposition in CTV, especially its first-party data advantage and closed-loop measurement capabilities.
  • Strengthen strategic selling against competitors – Train participants to confidently address client questions, counter competitor claims, and align Walmart Connect’s CTV solutions with advertiser goals.
🤝 One-on-One Support for Sales Professionals
Our One-on-One Support service offers personalized, unlimited access to dedicated coaching sessions designed to empower sales professionals in the Connected TV (CTV) landscape.
Key Features:
  • Unlimited Calendar Access: Sales team members can schedule sessions at their convenience, ensuring timely support aligned with their individual needs.
  • Customized Tutoring: Receive tailored guidance on topics ranging from CTV fundamentals to advanced sales strategies, ensuring alignment with your organization’s go-to-market approach.
  • Interactive Role-Playing: Engage in realistic sales scenarios to practice and refine techniques, enhancing confidence and effectiveness in client interactions.
  • Open Q&A Sessions: Address specific questions or challenges in a supportive environment, fostering continuous learning and problem-solving.
This service is designed to provide sales professionals with the tools and knowledge necessary to excel in the dynamic CTV market.
🧠 Consulting Hours
Consulting Hours offer dedicated support designed to align and optimize your Connected TV (CTV) strategies across key organizational functions.
Key Features:
  • Cross-Functional Collaboration: Engage with stakeholders from Product Management, Product Marketing, Support, and Executive Leadership to ensure cohesive strategy development and execution.
  • Strategic Alignment: Facilitate discussions that bridge the gap between product capabilities and market demands, ensuring that all departments are working towards unified goals.
  • Tactical Planning: Develop actionable plans that address immediate challenges and leverage opportunities within the CTV landscape.
  • Customized Support: Tailor each session to address specific organizational needs, whether it’s refining go-to-market strategies, enhancing product features, or improving customer support processes.
🔁 Refresher Sessions
Overview:
Our Refresher Sessions are specifically designed for participants of the initial CTV 101 training cohorts. These sessions aim to reinforce and revisit the core concepts covered in the original training, ensuring sustained knowledge retention and application.
Key Features:
  • Focused Content Review: Each session revisits key topics from the CTV 101 curriculum, including the CTV ecosystem, data and measurement strategies, ad serving mechanics, programmatic media, and retail media integration.
  • Interactive Learning: Utilizing methods such as whiteboarding, role-playing, and the Socratic Method, these sessions encourage active participation and critical thinking.
  • Customized for Cohort Needs: Content is tailored based on feedback and performance metrics from the initial training, addressing specific areas where reinforcement is most beneficial.
  • Flexible Scheduling: Sessions are scheduled to accommodate participants’ availability, ensuring maximum attendance and engagement.