Persona Audiences (FY26 Q3)

Personas are pre-built audiences derived from Walmart’s first‑party omnichannel signals. Use them when you need prospecting reach (upper/mid funnel) or when retargeting alone won’t scale.

What planners should know

Personas are pre-built (activate immediately).
They refresh weekly to monthly.
Available across Onsite Display, Offsite Media, CTV, and Social.

How to choose personas (fast)

Step 1: Pick the shopper story

Life stage (new parents, movers, retirees)
Lifestyle (gamers, health-conscious, home improvement)
Habits (pickup & delivery, everyday savers)
Occasion (Back-to-School, Big 6 Shopping Days)

Step 2: Pick 1–2 personas per ad group

Start narrow enough to learn, not so narrow you starve delivery.
Prefer 2–3 creatives per ad group to let optimization work.

Step 3: Use “recipes” instead of scrolling lists

Common recipes

Prospecting for awareness: Persona (broad) + strong creative + upper funnel KPI focus.
Seasonal ramp: Event persona(s) + shelf landing page + budget ramp scheduling.
Challenger conquesting: Persona + competitor context + monitor CPC/CTR early.
Family-driven CPG: Busy Families / New Parents + contextual creative + measure halo.

Persona lists by category

Disclaimer

The materials in this document are Walmart confidential and proprietary.