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08/03/2022

Walmart Beefs Up Retailer Media Network

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Walmart is continuing to evolve its retailer media network, most recently adding several new application programming interface (API) partners to expand advertiser support, access and services.

“API partners, in particular, are an important demand lever for Sponsored Products — especially as Walmart Connect expands self-service to other products and our solutions allow for more than one partner to influence a campaign, wrote” Diana Finster, head of agency and tech partnerships at Walmart Connect, in a recent company blog post.

In an effort to further expand Walmart Connect’s partnership solutions through new features and self-service capabilities, the retail giant added four partners to its platform:

  • Intentwise, an ad optimization SaaS platform that offers recommendations, automation and analytics.
  • Perpetua, an e-commerce ad platform providing optimization and intelligence software.
  • Quartile, an e-commerce cross-channel ad platform for activating and optimizing digital advertising.
  • Sellozo, an e-commerce ad optimization and intelligence software platform.

Walmart also previously added e-commerce platform CommerceIQ to its network to offer CPG brands AI-driven automated management of Sponsored Product and Sponsored Brand Amplifier advertising across supply chain, marketing advertising and sales.

These partners join Walmart Connect’s roster, which includes Jungle Scout, whom the retailer partnered with back in March, and nine other API partners. Walmart will soon enable advertisers to tap into even more platform partners across ad tech, measurement, e-commerce and shopper marketing offerings to help accelerate their business goals at the retailer, according to Finster.

Walmart Connect’s partner program aims to provide brand advertisers the ability to extend their campaigns beyond its owned, onsite channels, according to Finster, who cited a recent collaboration with Colgate-Palmolive and the Walmart DSP, which launched in partnership with The Trade Desk.

“To attract new buyers, increase sales lift and generate high ROAS, Colgate-Palmolive recently partnered with Walmart Connect to promote [its] portfolio of dorm essentials using precision-targeted Walmart Onsite and Offsite Display ​through Walmart DSP,” wrote Finster. “Utilizing the campaign recommendations and program built with Walmart Connect, they were able to drive 30% in new buyers, an 8+% sales lift and $11.16 ROAS.”

In a related move, Walmart unveiled an agency partnership with Omnicom Media Group back in June at the Cannes Lions International Festival of Creativity, hinting that it would add even more partners to its advertising ecosystem in the coming months to prepare for the deprecation of third-party cookies.