By Stefanie Jay, Vice President and General Manager, Walmart Media Group
Over the past few years, we’ve been quietly building our advertising business at Walmart – Walmart Media Group – which offers full-funnel, targeted and accountable advertising powered by online and in-store sales data in ways that only Walmart can.
Today, we’re excited to announce our plans to acquire technology and assets of Polymorph Labs, a Silicon Valley-based advertising startup that will help take our advertising business to the next level.
Polymorph’s technology, which includes a high-speed ad server, a self-serve interface and server-side header bidding, will make advertising with Walmart easier for thousands of brands while delivering more relevant digital ads to consumers. This technology complements Walmart’s current omni-channel ad targeting and measurement solution, and will provide a platform for continued future innovation, such as real-time auctions across multiple ad-pricing models (cost per click, cost per impression, cost per conversion).
Polymorph’s technology platform, which has already proven itself at scale over the past five years, will enable Walmart advertisers to on-board quickly, select audience segments based on shopping behavior (e.g., cat food buyers vs. dog food buyers), automate ad delivery and then measure whether their ads influenced a sale. The company’s ad server is also much faster than the traditional client-side servers, so Walmart shoppers online or via our mobile app will be served advertising that is more relevant and delivered faster.
With 90% of America shopping at Walmart every year and nearly 160 million visitors to our stores and web sites every week, Walmart Media Group enables brands to reach more customers at scale and measure advertising effectiveness across the entire shopping journey. Simply put, we can help brands understand if someone saw their ad on Walmart’s platform or across the Internet, and then purchased the product in-store or online. No one else can do this at scale like Walmart.
Ultimately, the acquisition of Polymorph technology will enable both existing and new advertisers to control their ad spending with us and reach their desired audiences more effectively. We’re thrilled to have the talented team at Polymorph Labs join Walmart Media Group to help us do just that.