Walmart announces the purchase of Silicon Valley startup Polymorph Labs

Walmart continues to build its advertising business (19459003) Walmart Media Group ) with the announcement on Thursday, April 11, about another acquisition.

Bentonville-based company says it has an agreement in place to purchase the technology and assets of Polymorph Labs, a California-based advertising startup.

Financial terms were not disclosed in a Walmart news message that announced the agreement.

Polymorph's technology, according to the release, will be integrated into Walmart Media Group's proprietary omnichannel ad targeting and metering platform. Polymorph's team of product developers and engineers will join Walmart Media Group in their two California offices (San Bruno and Sunnyvale) as well as an office in Bangalore, India.

The agreement is expected to close later this spring.

Founded in 201[ads1]3, Polymorph has developed a cloud-based self-service platform that connects to thousands of automated supply-side ad systems, and "enables advertisers to create, manage, and monetize multiple-channel native ad information" The news release said.

"Polymorph's technology platform, which has already been on a scale over the past five years, will allow Walmart advertisers to board aboard, select shopping segments based on shopping behavior (such as cat food buyers vs …….. …….. "The company's ad server is also much faster than the traditional client sites, so Walmart buyers online or through our mobile app will be served advertising that is more relevant and delivered faster."

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