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03/03/2021

Walmart Adds Partners, Capabilities to Ad Network

Walmart is building up the advertising partner network it launched in January 2020 and providing members with access to OPD sponsored product ad placements.
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From Chain Store Age, March 2:

Walmart is building up the advertising partner network it launched in January 2020.

The discount giant is adding digital ad platforms Stackline, Tinuiti, and Harvest Group to the Walmart Advertising Partners program. The latest participants join initial partners Flywheel Digital, Kenshoo, Pacvue, and Teikametrics.

According to Walmart, the new additions will allow advertisers of all sizes – from enterprise and mid-market suppliers to emerging first-party and third-party suppliers – to partner with its Walmart Connect omnichannel advertising platform more efficiently and effectively. The retailer says it will offer solutions, in collaboration with its partners, that will enable advertisers to more easily manage their budgets, as well as consolidate media purchases and reporting. 

In addition, Walmart is now providing members of the Advertising Partners program with access to Walmart Sponsored Products online pickup and delivery (OPD) inventory. The Walmart Sponsored Products program features pay-per-click ads that drive traffic to select items by ensuring they appear on the first page of search results and category and item pages. 

“Over the last two years, we’ve been on a journey to help advertisers run their campaigns more efficiently using self-serve and automation capabilities,” said Lex Josephs, VP, ad sales and adtech partnerships, Walmart Connect, in a corporate blog post. “With the launch of Walmart Advertising Partners program, self-serve sponsored product interface and our performance reporting dashboards, we’re proud of the progress we’ve made on this journey.”

Following the rollout of these capabilities, Josephs said Walmart has seen unprecedented advertising growth, including a 56% increase in search inquiries, 185% growth of Walmart Sponsored Products within its overall ads portfolio, and 10x year-over-year growth in the number of active advertisers using Walmart Advertising Partners.

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