Walmart Data Ventures has launched Scintilla Media Data Feed, an API feed allowing advertisers to securely share Walmart 1P operational and retail data with agency and tech partners. The tool gives partners access to about 500 data elements, including digital transactability, item attributes and omni sales, helping link retail signals to media planning, optimisation and measurement. One CPG brand using Scintilla data achieved a 72% win-back rate among returning buyers. (Walmart)