Advertising may be just a fraction of Walmart’s overall revenue – but it’s a nerve center for growth. One might wonder why advertising and other businesses that appear marginal to Walmart’s current revenue makeup, such as third-party online marketplace sellers and subscription memberships, are front and center for the company right now.
Walmart has The Trade Desk. Target’s Roundel uses Index Exchange as an SSP and taps Criteo and CitrusAds on the demand side. Quotient lost the grocery chain Albertson’s but signed exclusive contracts with AutoZone and Hy-Vee. CitrusAds picked up part of the Albertson’s ad tech business. The new varieties of retailer walled gardens are built on a foundation of open ad tech.
Walmart went further than it ever has in support of its advertising business when the retail big kahuna reported earnings on Thursday. The company broke out advertising revenue for the first time, with Walmart clearing $2.1 billion worldwide. $500 million of that total was credited as revenue earned as a reduction to an advertiser’s cost of sales (make of that what you will). The other $1.6 billion was pure media biz.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Shot Across The Bows Comscore is capitalizing on Nielsen’s latest stumble. The company told AdExchanger in an email that it asked to be audited by the MRC for both national and local TV measurement accreditation – a clear dig at Nielsen’s MRC disaccreditation […]
More and more ecommerce sales are preceded by paid product listings. The advance of ecommerce advertising in the past year and a half can be seen in the revenue growth in Amazon earnings reports and the promulgation of retail media platforms such as Walmart Connect, Target’s Roundel and Google Shopping. Marketers, too, are getting used […]
Walmart Connect, the retailer’s internal media network for search ads and sponsored product listings on Walmart.com, added a trio of partnerships on Tuesday. Retail intelligence company Stackline, performance marketing agency Tinuiti and retail growth agency Harvest Group will now enable buying through Walmart Connect, which rebranded from Walmart Media Group in January. Setting up the […]
Walmart is building infrastructure to support its fast-growing retail media business. After more than a year of testing, it settled on a custom-built version of the Trade Desk DSP. AdExchanger first reported last January that Walmart was testing two rival DSPs, the Trade Desk and Xandr. Walmart’s DSP is a separate, walled-off version of the […]
