Brands Can Now Buy Walmart-Sponsored Search Ads Through API Partners

Walmart took another step by expanding its e-commerce advertising offering on Friday with the launch of Walmart Advertising Partners. The company has appointed four initial API partners for ads: Flywheel Digital, Kenshoo, Pacvue and Teikametrics. Companies that already use one of these providers to run Google Shopping or Amazon Sponsored Product campaigns, for example, will be able to activate Walmart Sponsored Search campaigns with relative ease.

Like its rival Amazon Walmart Media Group offers advertising opportunities that reach people when they shop and allows brands to target using its valuable online shopping data and offline. The specialties of the selected partners overlap with market research and market advertising.

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Learn more about the news

  • Walmart Media Group, the internal subsidiary of the company, set out to establish an advertising proposal for brands and manufacturers selling to detail . (The company broke ties with its agency partner Triad in early 2019.)
  • Walmart Media Group acquired the self-service advertising technology platform Polymorph in April and integrated it to its existing targeting and advertising measurement platform. Walmart says that nearly 160 million people visit its stores and website each week, with 90% of Americans shopping at Walmart each year.

This story first appeared on Marketing Land. For more information on digital marketing, click here.

About the Author

Ginny Marvin is editor-in-chief of Third Door Media, which manages the daily editorial operations of all publications and oversees paid media coverage. Ginny Marvin writes about news and trends in paid digital advertising and analytics for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She can be found on Twitter under the name @ginnymarvin.

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