Walmart aims to expand its digital advertising capabilities by introducing a new Application Programming Interface (API) that allows retail adtech firms to develop custom tools for selling display ads on Walmart's ecommerce site and mobile app. This self-serve platform offers advertisers greater control over their campaigns compared to the previous system reliant on Walmart's in-house ad platform. Initial partnerships with firms like Pacvue, Skai, and DataCaciques signal Walmart Connect's commitment to leveraging external solutions in order to attract more brands to advertise on its digital platforms.
Walmart is taking a significant step to enhance its online advertising presence by launching a new API, empowering adtech firms to create customized tools for display ads.
The self-serve platform allows advertisers to manage their campaigns more efficiently, marking a departure from previously relying solely on Walmart's in-house ad platform.
Walmart Connect collaborates with adtech firms like Pacvue, Skai, and DataCaciques, indicating a strategic shift towards increased partnership with external ad technology providers.
This initiative reflects Walmart's aim to attract more advertisers to its ecommerce platform and maximize its advertising potential in the competitive digital space.
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