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Walmart takes another page from Amazon, reports 95% increase in U.S. advertising sales

Walmart takes another page from Amazon, reports 95% increase in U.S. advertising sales
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Walmart Acquires Ad-Tech Firm As It Prepares To Launch Display Self-Serve Platform

5th February 2021
Walmart is continuing its push to grow its media business as it looks to become a top-10 advertising platform within the next five years and challenge the likes of Amazon.
Earlier this week, the retail giant rebranded its media network from Walmart Media Group to Walmart Connect as part of an overhaul to scale its offering. This includes the business building a new demand-side advertising platform for suppliers in partnership with ad technology company Trade Desk.
Walmart revealed yesterday that a new display self-serve platform will be launched later this year. This will enable brands to activate and manage their display campaigns with the help of automation. The retailer stated that the platform will deliver the same omnichannel impact but with “more speed, control and convenience than before”. It is also expected to make Walmart Connect an option for more suppliers, including smaller firms. ....

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Walmart acquires Thunder ad tech as it preps self-serve display portal

Dive Brief:
Walmart acquired the technology and IP behind Thunder, an ad-tech solution focused on creative automation, a company blog post announced. Financial terms of the deal were not disclosed.
Thunder s ad tech is a key part of a new self-serve display advertising platform that Walmart plans to roll out later this year, the retailer said. Its automation capabilities aim to make launching and adjusting campaigns seamless and more accessible to a wider range of advertisers, including smaller suppliers.
The acquisition arrives closely on the tails of an overhaul to Walmart s media network. The revamp includes a name change from Walmart Media Group to Walmart Connect and a partnership with The Trade Desk on developing a demand-side platform. ....

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Walmart announces overhaul of ad business

Dive Brief:
Walmart rebranded its media network from Walmart Media Group to Walmart Connect, part of a larger overhaul the retailer is enacting as it looks to scale the offering into a top-10 advertising platform, according to a company announcement.
Walmart Connect will focus on three areas: leveraging owned properties like Walmart.com, Walmart+ and the Walmart app to create holistic campaigns for advertisers; building out in-store experiences through assets like TV walls and self-checkout screens; and applying first-party data to improve media performance for sellers operating outside of Walmart s proprietary sites.
On the last point, Walmart has partnered with ad-tech firm The Trade Desk to create a new demand-side platform (DSP) that is aiming to launch in time for the 2021 holiday season. The changes serve as another indication that Walmart is ramping up efforts to create a meaningful advertising competitor to platforms like Amazon and Google, with a spotlight on ....

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