Walmart has decided to discontinue its plans for a white-labeled adtech solution initially proposed to European retailers. This offering was meant to utilize Walmart's ecommerce software to enhance retail media networks under the Walmart Commerce Technologies division. The concept was introduced last fall when a European grocery retailer sought proposals to establish its media network. However, the initiative has now been officially dropped by Walmart, marking a significant shift in their strategy in the adtech space.
Walmart's attempt to introduce its adtech stack as a white-labeled solution for European retailers has been officially abandoned, as confirmed by the company.
Initially pitched to assist retailers in leveraging Walmart's ecommerce software, the adtech service was aimed at enhancing their retail media networks.
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