Through this partnership, F5 will provide Chinese brands with integrated support across advertising creative, media campaign management, and performance measurement, helping them reach hundreds of millions of U.S. consumers through Walmart’s powerful retail ecosystem.

Walmart Connect covers Walmart’s website, mobile app, and in-store media environments, enabling brands to connect with consumers across the full shopping journey. By combining Walmart Connect’s first-party retail data with F5’s expertise in creative strategy and global brand building, the partnership will help brands improve both marketing efficiency and business growth.

F5 will support advertisers across three key areas.

First, F5 will provide data-driven creative support, using consumer behavior insights from Walmart Connect to develop advertising assets that better fit the U.S. market. This includes product images, video content, and marketing copy designed to capture attention and drive conversion.

Second, F5 will offer precision campaign management, helping brands optimize their media investment across sponsored search, product display ads, keyword targeting, and other advertising formats. By aligning media strategies with each brand’s growth stage and business goals, F5 aims to improve campaign efficiency and sales performance.

Third, F5 will deliver full-funnel performance measurement, tracking key metrics from exposure and clicks to final purchase. With Walmart Connect’s closed-loop retail data, brands will gain clearer visibility into campaign performance, customer acquisition, sales impact, and return on investment.

“Becoming an official partner of Walmart Connect is an important step in creating real value for Chinese brands going global,” said Elva, Business Lead at F5. “By connecting media resources, retail data, and commercial opportunities, we hope to help more Chinese companies enter the everyday lives of American consumers more smoothly.”

As more Chinese brands seek sustainable growth overseas, F5 believes retail media will become a critical bridge between brand building and sales conversion. Through its partnership with Walmart Connect, F5 aims to help brands move beyond price competition and build long-term influence in the U.S. market through data, creativity, and refined operations.