Walmart has renegotiated its four-year exclusive advertising data deal with The Trade Desk, a major Amazon ad tech rival, to make the arrangement non-exclusive. This change allows advertisers to access Walmart shopper data through rival platforms, responding to Walmart's complaints about The Trade Desk's high fees. The Information reported that Walmart is loosening its exclusivity, which had previously required advertisers to use The Trade Desk's tools exclusively for Walmart data. Despite the renegotiation, The Trade Desk and Walmart have stated they remain fully committed to their partnership and continue to innovate together. The Trade Desk's stock has experienced a notable decline amid these developments, though some investors see potential for a price reversal. Additionally, The Trade Desk recently completed a $1 billion acquisition of Teads, a significant player in brand and performance marketing.