Walmart Expanded Sponsored Search Offering through Advertising Partners Program

February 11, 2020 by
Nico Hoeijmans

WalmartAmerican retailer Walmart kicked off 2020 with the launch of its Walmart Advertising Partners program. It aims to expand advertisers' direct access to their Sponsored Products campaigns.

Walmart has been investing in building an in-house advertising offering. In 2019, the retailer acquired Polymorph to strengthen its supply-side ad stack. This enabled to company to offer full native ad campaigns and report to brands. Amongst others, campaigns for brands such as Kellogg's and Hershey's ran.

At the start of 2020, the America retailer launched its Advertising Partner program. This enlarges the possibilities of advertisers. They have more direct access to their Sponsored Products campaigns, a bidded auction-based marketplace, giving them more transparency and control. The retailer aims to provide more insights to brands so they can increase visibility for targeted audiences of shoppers on the online Walmart platform.

Advertising partners

According to the retailer, 90% of Americans shop at Walmart at least once every year. The company has close to 160 million visitors in its stores and on its website every week. The new partner program enables brands to reach more customers at scale while, at the same time, measuring advertising effectiveness across the entire shopping journey. To realise, it works with partners like Flywheel Digital, Kenshoo, Pacvue and Teikametrics.

Tagged with:
Pull&Bear is launching PBShuffle, a new video marketing strategy
Pull&Bear is launching PBShuffle, a new shopping experience focused on vertical video, and offering video purchasing. This platform will be available on Pull&Bear's iOS and Android app.  From now on,...
March 1, 2024
IRX & eDX learning programme: Waitrose, Eve Sleep, Oliver Bonas, Screwfix & Trustpilot!
Waitrose, Eve Sleep, Oliver Bonas, Screwfix & Trustpilot are among the big brands spearheading the conference and workshop programmes at IRX (InternetRetailing Expo) & eDX (eDelivery Expo) taking place on...
May 9, 2022
What are Google's Performance Max Campaigns?
Google has launched a new feature and tool called Performance Max, and it is aimed at supporting online entrepreneurs. This new tool is actually a new Google ads campaign type,...
May 6, 2022
Top crossmenu

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close