More and more brands across all product verticals are intentionally approaching the Walmart.com channel, building go-to-market strategies, optimizing content and launching significant advertising campaigns.  Before those growth tactics can be fully optimized, however, brands must give careful thought to how they will control their presence and sales on the platform to maximize revenue and profits, while avoiding the creation of channel conflict with other channels and platforms.  Without a clear control strategy in place, brands will find themselves disrupted by unauthorized sellers and caught in retailer vs. retailer battles, all to the harm of their brand value and sales figures.  In this session, Daren Garcia of Vorys eControl will discuss how brands can achieve better control over online sales, move towards better MAP compliance, remove disruptive third party sellers from the platform and leverage their control efforts to drive better commercial outcomes, both on Walmart and across other channels.