Viamedia.ai × Straight Talk Wireless · Proposal
One plan in two halves, both rooted in the Geo-Graph™. Geo-Graph™ Viamedia ID finds switchers across the open web with our 3P segments and Click2cart. Walmart Shopper Media aims Walmart's own shopper data, onsite and offsite, and reads results in Walmart's sales.
The recommendation
Geo-Graph™ Viamedia ID runs outside retail media, with our 3P segments and Click2cart. Walmart Shopper Media runs in the Walmart DSP, onsite and offsite. We recommend both, at $150K each.
Combined plan: $300K · about 37.0M estimated impressions · Nov 16 to Mar 31. Click2cart can start the gift season on Nov 16 either way.
The shared foundation
The Geo-Graph™ maps anonymized audience, visit and sales signals to H3 cells. The same cells guide planning, activation and the readout, so the plan Straight Talk approves is the plan that gets measured.
Rank cells by four signals together: mobile plan switchers, mobile device intenders, Walmart shoppers and deal seekers. The top cells set the market list and the weekly weight.
Option A layers Walmart's first-party audiences on those markets inside the Walmart DSP. Option B buys the cells directly as a Viamedia Segment, with Click2cart.
Walmart sales for the DSP half, cart adds and basket value for Click2cart, all read by market and cell against matched cells that saw no media.
Chooses which DMAs get budget and when inside the Walmart DSP. Walmart's first-party data then chooses the shoppers inside those markets.
Is the audience. Only the H3 cells where the four signals overlap are bought, from whole neighborhoods down to the trade area around a single Walmart.
Option A · Walmart DSP Shopper Media
Straight Talk is sold only at Walmart, so Walmart's own data is the closest signal to the sale. This half runs inside the Walmart DSP. Walmart's first-party audiences decide who sees each ad, the Geo-Graph™ decides where the money goes and when it gets heavier, and every ad drives to Straight Talk on Walmart.com. Walmart's closed-loop reporting ties spend to online and in-store sales.
Who sees it · Walmart first-party audiences
Option A · Walmart audiences on the Geo-Graph™
Illustrative model
Option A · Media plan
Display lines are all-in Walmart DSP rates, including audience, data, platform and measurement fees. Online video = 2026 rate card media, regional tier + Walmart data, estimated at $3.00 and confirmed at onboarding. Click2cart isn't available inside the Walmart DSP, so these lines drive to Straight Talk on Walmart.com. Budget can move between lines to follow the best performers.
Option A · Flights and measurement
Option B · Geo-Graph™ Viamedia ID · Cookieless Smart Segments
Viamedia Cookieless Smart Segments · tap to explore
No cookies or device IDs. The same cells run on display, online video and Attention+ mobile, with Click2cart into a Walmart cart.
Option B · The Geo-Graph™ at work
Illustrative model
Option B · Media plan
Net CPM = 2026 rate card media, regional tier + Click2cart at $1.50 on display (cart spend over $50K). Online video and Attention+ run without Click2cart. Viamedia Segments carry no data fee. Attention+ drives to the Walmart product page.
Option B · Flights and measurement
Starts Nov 16. Viamedia Segments need no retailer onboarding. Click2cart needs the Straight Talk SKUs for each flight, up to six, about two weeks before launch.
Side by side
Run together at $300K, Option B finds switchers and deal seekers before they shop and carts them in one tap, and Option A reaches the Walmart shoppers already in the category, read in Walmart's own sales data.
The offer by flight
Both halves run the same three flights with the same offer. Click2cart carries up to six SKUs per flight, and the Walmart DSP lines point to the same products on Walmart.com.
| Flight | Dates | Message | The offer |
|---|---|---|---|
| 01 · Gift season | Nov 16 to Dec 27 | “Give the phone and the first month. Pick it up at Walmart today.” | A phone plus a plan card, so the gift works on day one |
| 02 · The switch | Dec 28 to Feb 7 | “Switch to Straight Talk on Verizon's network, at Walmart.” | A phone and the first month's plan card; refills and step-ups for current buyers |
| 03 · Tax refund season | Feb 8 to Mar 21 | “Put your refund toward a new phone at Walmart.” | A Straight Talk phone and plan card, plus multi-month plan cards for deal seekers |
| Read-out | Mar 22 to Mar 31 | Exposed cells against matched control cells, final cart and sales results, and the plan for next season | |
Next steps
Rates are from the Viamedia.ai 2026 rate card, regional tier, and are valid for 30 days. Impressions are estimates and depend on final targeting and creative.
Display in Option A runs at all-in rates. The Walmart data CPM on Option A online video is a planning estimate. Final Walmart DSP data rates are confirmed at onboarding, and an existing Straight Talk agreement with Walmart Connect would set the rate.
Click2cart runs on Viamedia media and is not available inside the Walmart DSP. $25,000 minimum, six-week flights, up to six SKUs per flight, compatible with CTV, video, display and DOOH.