In today's Digest, we discuss Walmart Connect bringing its shopper data to linear TV with Warner Bros. Discovery, Ofcom investigating Meta over Instagram's Instants feature, and Zeta Global agreeing to acquire Digital Audience...

Walmart Connect takes shopper data to linear TV with Warner Bros. Discovery

Business Insider reports that Walmart Connect is extending its retail media reach beyond streaming and into traditional television. Through a new partnership with Warner Bros. Discovery, announced at Walmart's annual Partner Connect event, advertisers can for the first time use Walmart audiences for addressable targeting across live linear TV, buying through Walmart DSP.

The deal runs via a private marketplace in Walmart DSP, powered by FreeWheel's programmatic technology, and pairs Warner Bros. Discovery's streaming portfolio with select live linear inventory across TBS, TLC, truTV, HLN and Food Network, with more inventory planned. Advertisers also get Walmart's closed-loop sales measurement, tying ad exposure to online and in-store purchases.

Zeta Global to acquire Digital Audience

Zeta Global has agreed to acquire Digital Audience, a data infrastructure company specialising in identity and activation, in a move designed to push the Zeta Data Cloud further across the digital ecosystem. Digital Audience is already integrated with Zeta, and the deal will extend Zeta's identity and activation capabilities across all channels while bringing in a team of data and AI engineers. Financial terms were not disclosed in the announcement.

Zeta CEO David A. Steinberg framed the acquisition around return on spend, saying it will help clients activate what they know more efficiently and measure the impact across channels. The deal also strengthens Zeta's European presence, adding established enterprise relationships in the region.

Ofcom opens investigation into Meta over Instagram Instants

Ofcom has opened a formal investigation into whether Meta breached the UK's Online Safety Act when it launched Instants, a new Instagram feature, in May. The regulator is examining whether Meta failed to carry out fresh, suitable and sufficient illegal content and children's risk assessments before rolling it out, as required under sections 9(4) and 11(4) of the Act whenever a platform makes a significant change to a service's design or operation.

Instants, accessed through Instagram Direct, lets users capture photos and videos inside the app and broadcast them instantly to friends and followers. The content is ephemeral and cannot be screenshotted, the kind of design choice that raises obvious questions around child safety and harmful content. Ofcom stressed that opening the case does not mean it has reached any conclusion. If breaches are found, however, Meta could face fines of up to £18m (USD$24m) or 10% of qualifying worldwide revenue, whichever is greater.