Walmart unveiled plans to deploy a display self-serve platform that will enable partners to activate and manage their display campaigns with the help of automation. The move follows the late January announcement that it was renaming its media business Walmart Connect, placing a greater emphasis on in-store omnichannel experiences.
Launching later this year, the platform will “deliver the same omnichannel impact but with additional speed, control and convenience,” wrote Janey Whiteside, Chief Customer Officer of Walmart on its corporate site. “While we expect our largest suppliers to adopt automation technology fastest, we are building this new platform to scale for marketplace sellers and suppliers of all sizes.”
Additionally, Walmart is acquiring the IP and technology behind creative automation ad tech company Thunder. The Thunder technology will be integrated with Walmart’s display self-serve platform, to help brands automate their creative and reduce the time between the idea for an ad and the ad going live. “Thunder will also increase ad effectiveness over time with creative versioning, testing and optimization — unlocking advertiser-specific insights for higher return on ad spend,” Whiteside added.
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