Walmart acquires ad tech startup Polymorph Labs to upscale its advertising business – TechCrunch

Amazon has a large and growing advertising business, but competitor Walmart's own advertising business is much smaller. Now it is working to change it. Earlier this year, the dealer consolidated ads for their stores and websites and said it was ready to make money from their shopper data on a larger scale. Today, the efforts that Walmart says have acquired the advertising technology company Polymorph Labs to better compete with online digital ads, targeting shopper data.

Terms of the agreement were not published.

The San Francisco-based boot technologies and assets will allow Walmart to deliver more relevant ads to online buyers, the dealer said. Meanwhile, Polymorph's team will join Walmart's internal advertising business, Walmart Media Group.

In particular, Polymorph's technology includes a high-speed ad server, a self-service interface and server-side header bidding. This, Walmart says, will make advertising easier for thousands of brands and will deliver more relevant ads to consumers ̵[ads1]1; and faster than usually possible due to Polymorph's "much faster" client-side server.

The technology complements Walmart's existing ad engineering investments, including its omni-channel ad targeting and measurement resolution, and will allow it to expand into new areas later as real-time auctions across multiple pricing models (cost-per-click, cost-per-impression, and cost-per-call) .

At Walmart, Polymorph's technology will allow advertisers to target shopping behavior based segments.

For example, an advertiser may choose to target a cat food buyer instead of a dog food purchaser, and then automate ad delivery and measure whether those ads led to sales.

The acquisition comes just months after Walmart brought his own home sales to build a larger advertising business. The movement also allows major vendors – such as P & G, Unilever and Mondelez – to interact with one ad team instead of different groups inside and outside the reseller.

It also allows advertisers to utilize a unique combination of store and online store data from Walmart's hundreds of millions of customers, making ad buying more efficient.

The acquisition comes at a time when Amazon has rapidly grown its advertising revenue by allowing merchants to pay for better placement in search ads. In February, the research firm eMarketer achieved its estimates of how great the Amazon advertising business had become. It said that Amazon's advertising revenues were $ 3.3 billion in 2017, up from a previous $ 1.9 billion estimate. And it said that Amazon was on the right track to increase advertising revenue to $ 15 billion by 2020.

However, Walmart has room to grow.

"We have a small advertising business," said CEO Doug McMillon investors last October, according to a report by Bloomberg. "It could be bigger."

Walmart says 90 percent of American consumer stores at Walmart every year, and stores and websites see nearly 160 million visitors each week. It refuses to say how many visitors it has, but comScore estimates over 100 million monthly activists.

Next month, Walmart tells that it is host to "Fifty Two Sixty", an event where CMOs, agencies and senior brand builders will Hobnob with Walmart-execs to talk about brands should think about their retail strategies.

"Walmart Media Group enables brands to reach more customers in goals and measure advertising efficiency across the entire shopping trip," said Stefanie Jay, vice president and general manager, Walmart Media Group, in a statement on today's news. , we can help you understand whether someone saw their ad on Walmart's platform or over the Internet, and then bought the product in store or online. No one else can do this on a scale like Walmart. Founded in 2013, Polymorph Labs has proven its advertising technology over the past five years, Walmart says, formerly known as AdsNative, Polymorph Labs had raised $ 10.6 million from Rakuten Ventures, Interwest Partners and Onset Ventures, according to Crunchbase

The company had under 50 total employees, including full-time employees and contractors, and the founders Satish Polisetti (CEO) and Dhawal Mujumdar both join together, and Walmart offers full-time offers.

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