Walmart’s Advertising Partners Program Gives Advertisers More Control

Walmart has been investing in building a robust in-house advertising offering through Walmart Media Group.

In 2019, the retailer grew its technology offering through the acquisition of Polymorph, strengthening its supply-side ad stack to deliver full native ad campaigns and reports to brands.

Image: Walmart | Store FrontIt also brought on new talent across executive and engineering levels and achieved tremendous success with campaigns for brand partners like Kellogg’s and Hershey’s.

This time, Walmart has something unique to offer brands, the ability to maximize campaigns with rich data insights – based on both in-store and online data – at scale.

The company kicked off 2020 with the launch of Walmart Advertising Partners program to expand advertisers’ direct access to their Sponsored Products campaigns, a bidded auction-based marketplace, giving them more transparency and control.

Brands will now be able to increase visibility with Walmart’s diverse, sizable audience of shoppers.

Measuring Advertising Effectiveness

With 90 percent of America shopping at Walmart every year and nearly 160 million visitors to its stores and website every week, Walmart Media Group enables brands to reach more customers at scale and measure advertising effectiveness across the entire shopping journey.

Now, brands can tap into Walmart’s shopper footprint to get the the right sponsored ad experience, to the right shopper at the right moment through partners Flywheel Digital, Kenshoo, Pacvue and Teikametrics.

“We are excited to announce these first four partners – leading advertising technology platforms with deep search experience, brand-friendly UIs and a proven history of empowering brands through excellent advisory service and account support. With these key partnerships, today we grow our search offering to meet the needs of advertisers, allowing the most advanced search marketers the ability to leverage the power of Walmart through their partner of choice.” – Lex Josephs, Vice President for Sales and Media Partnerships, Walmart Media Group 

How do you measure the effectiveness of your ad campaigns?

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