According to Walmart Media Group VP and GM Stefanie Jay, Walmart plans to acquire the technology and assets of Silicon Valley-based advertising startup Polymorph Labs, saying it will “take our advertising business to the next level.”
“Over the past few years, we’ve been quietly building our advertising business at Walmart—Walmart Media Group—which offers full-funnel, targeted and accountable advertising powered by online and in-store sales data in ways that only Walmart can,” Jay wrote in a blog post on the Walmart website.
Polymorph’s technology includes a high-speed ad server, a self-serve interface and server-side header bidding. The acquisition is expected to make advertising with Walmart easier for thousands of brands while delivering more relevant digital ads to consumers, she said.
“This technology complements Walmart’s current omni-channel ad targeting and measurement solution, and will provide a platform for continued future innovation, such as real-time auctions across multiple ad-pricing models such as cost per click, cost per impression, cost per conversion,” Jay wrote. “Polymorph’s technology platform, which has already proven itself at scale over the past five years, will enable Walmart advertisers to onboard quickly, select audience segments based on shopping behavior, automate ad delivery and then measure whether their ads influenced a sale.”
Jay said Polymorph’s ad server is faster than the traditional client-side servers, so Walmart shoppers online or via on its mobile app will be provided advertising that is more relevant and delivered faster.
“With 90 percent of America shopping at Walmart every year and nearly 160 million visitors to our stores and web sites every week, Walmart Media Group enables brands to reach more customers at scale and measure advertising effectiveness across the entire shopping journey,” wrote Jay. “Simply put, we can help brands understand if someone saw their ad on Walmart’s platform or across the Internet, and then purchased the product in-store or online. No one else can do this at scale like Walmart.”
Jay wrote the acquisition of Polymorph technology will enable both existing and new advertisers to control their ad spending with Walmart and reach their desired audiences more effectively.