Overview
Walmart has introduced an update that unifies access between Sponsored Products and Onsite (DSS) advertising. This change allows eligible merchants to create and manage both campaign types without previous restrictions.
As a result, workflows are simplified, onboarding is more efficient, and advertisers have greater flexibility when launching campaigns across Walmart ad formats.
What’s Changed
Expanded Campaign Capabilities
Sponsored Products merchants can now:
Create and manage Onsite (DSS) campaigns
Onsite (DSS) merchants can now:
Create and manage Sponsored Products campaigns
This removes the previous separation between campaign types and enables broader access across Walmart advertising.
What This Means for You
1. Access All Eligible Merchants in One Place
Merchant selectors have been updated across the platform to display all eligible Walmart merchants, regardless of campaign type.
You will now see expanded merchant availability in:
Ads Manager
Onsite (DSS) Management
This ensures you can easily select and activate campaigns for any eligible merchant without switching workflows.
2. Simplified Onboarding for Advanced & Enterprise Clients
For Walmart Advanced and Enterprise clients:
CSMs can now connect Sponsored Ads only
Once connected, merchants will automatically have access to launch Onsite (DSS) campaigns
Benefit:
No additional onboarding steps are required to enable Onsite campaigns, reducing setup time and complexity.
User Experience (UX) Updates
Merchant Label Changes
To simplify the interface:
The “ONS” (Onsite) label has been removed
Merchants are now labeled only by:
1P (First-Party)
3P (Third-Party)
This creates a more consistent and streamlined experience across the platform.
Summary
This update:
Removes barriers between Sponsored Products and Onsite (DSS)
Expands merchant eligibility across campaign types
Simplifies onboarding for advanced users
Streamlines the user interface with clearer merchant labeling
FAQs
Do I need to take action to enable this?
No action is required. Eligible merchants will automatically have access based on Walmart’s update.
Will this change how I select merchants?
You may notice more merchants available in selectors, but the selection process remains the same.
Why don’t I see the “ONS” label anymore?
Merchant labels have been simplified and now only display 1P or 3P to reduce complexity.