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.

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