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- Bringing retailer purchase data into influencer discovery
- How the discovery process actually works
- What brands stand to gain from data-driven creator picks
- Voices behind the partnership and their perspective
- Early adopters and real-world testing
- How the system improves over time
- Wider context: retail media and creator monetization
Omnicom Media has launched a new partnership that pairs Walmart Connect’s purchase-based audience data with Meta’s creator signals to help its influencer arm, Creo, find Instagram creators who can drive real sales. The move shifts influencer selection from vanity metrics toward measurable shopping behavior, promising brands a more performance-driven path to creator partnerships.
Bringing retailer purchase data into influencer discovery
Omnicom’s new integration connects two powerful datasets. Walmart Connect supplies first-party purchase signals. Meta brings creator profiles and audience insights from Instagram.
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Together these feeds power Creo’s Influencer Discovery Agent. Instead of relying on follower counts, the tool looks for creators whose audiences show a track record of buying relevant products.
Why this matters for marketers
- Precision: It matches real purchase behavior with creator audiences.
- Performance focus: Brands can prioritize conversion potential over popularity.
- Addressability: Campaigns can be tailored to shoppers who already show category interest.
How the discovery process actually works
Omnicom ingests Walmart Connect’s transaction-derived audience segments into its Omni platform.
Meta supplies creator-level reach and engagement metrics from Instagram and the Creator Marketplace.
These inputs are layered, scored, and fed into Creo’s Discovery Agent. The result is a curated list of candidates for activation in campaigns.
- Identify product or category signals from Walmart purchase data.
- Cross-reference those signals with creator audiences on Meta.
- Score creators by potential conversion, reach, and relevance.
- Test and refine selections, with learnings fed back into Omni.
What brands stand to gain from data-driven creator picks
- Higher conversion odds: Creators whose followers buy similar items show stronger ROI potential.
- Faster activation: Brands can move from discovery to campaign quicker with pre-scored talent.
- Ongoing intelligence: Each campaign adds new purchase-linked signals to Omnicom’s database.
Voices behind the partnership and their perspective
Omnicom’s leaders describe a shift in how influencer marketing is measured. They argue creators act like modern recommenders who can trigger spontaneous purchases.
Omnicom’s North American chief intelligence officer highlighted that a notable share of influencer-driven purchases are impulse decisions, which changes the playbook for funnels and attribution.
Omnicom’s Creo head emphasized three performance pillars — reach, resonance, and reaction — and said the integration helps quantify all three for advertisers.
Walmart Connect leadership framed the deal as proof that retail media can connect actual shoppers with creator audiences more precisely.
Meta’s business lead in North America said the collaboration builds on the platform’s creator tools and enables new commercial opportunities for creators and brands.
Early adopters and real-world testing
Omnicom has run the discovery tool in production since the prior summer. Clients including consumer packaged goods brands have already tested creator selections based on Walmart purchase history.
One client noted the tool helped reshape how they think about creator partnerships across the funnel. They reported influencer activity is now more tightly linked to purchase outcomes and customer loyalty.
How the system improves over time
Omnicom feeds every campaign outcome back into its Omni operating system. That makes data cumulative.
- Each creator activation generates new signals tied to purchase behavior.
- Algorithms refine creator scoring with every campaign.
- Over time, the platform aims for stronger predictive power around which creators will drive sales.
Wider context: retail media and creator monetization
This partnership follows prior work that linked Walmart purchase data to other social platforms. Expanding to Meta widens the pool of creators and shopper audiences brands can reach.
For retailers and platforms, the deal reinforces the growing role of retail media in performance marketing. For creators, it opens opportunities to be evaluated by conversion potential as well as audience size.
