Walmart Media Group has acquired Polymorph Labs, a Silicon Valley-based advertising startup.
Measuring impact at scale across the shopping journey
Walmart Media Group is the retailer’s advertising business, developed to build targeted, closed-loop advertising solutions in-store and online. With almost 160m visitors to its stores and websites every week, Walmart Media Group enables brands to operate at scale and measure the impact of their ads across the shopping journey.
Optimsing Polymorph’s technology
The acquisition of Polymorph is expected to make it easier for brands to advertise with Walmart, while also making the ads more relevant. Walmart Media Group will optimise Polymorph’s technology, complementing its existing omni-channel ad targeting and measurement solutions. Advertisers will be able to select audience segments based on shopping behaviour, automate ad delivery and measure whether their ads influenced a sale. Future innovations are expected to include real-time auctions across multiple ad-pricing models, including cost per click, cost per impression and cost per conversion. Polymorph’s technology team will join Walmart Media Group in its California and Bangalore offices.
Building a broader ecosystem
Optimising the digital marketing opportunity to drive new revenue is a growing priority for many grocery retailers. As ecommerce becomes a larger part of their businesses, they are seeking to capitalise on online traffic. Through their loyalty programs and POS data they can also effectively measure the impact of ads directly on purchasing behaviour – this is viewed as providing them with a competitive advantage over traditional media agencies and a powerful selling message to CG brands. Amazon, Kroger and Albertsons are among several US-based retailers to develop programmes in this area. This acquisition also reflects the growing focus for retailers to make deals beyond their traditional businesses as they build broader operating ecosystems.
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