WALMART'S MEDIA ARM TO OFFER BRANDS A TOOL TO HELP MANAGE DIGITAL ADS

摘要

Walmart said in a blog post on August 25 its advertising arm will start offering brands a demand-side platform (DSP) that will help them buy digital ad space more efficiently, just months ahead of the holiday shopping season. A DSP is an automated tool that allows advertisers and agencies to buy, monitor and manage video, mobile and search ads in one place. Prior to DSPs, salespeople and ad buyers were responsible for purchasing and selling ads for companies. Walmart has been aggressively expanding its ad unit-recently rebranded as Walmart Connect-after years of stuttering progress, making better use of its wealth of shopper data to attract major advertisers. The world's biggest retailer faces a huge task chasing Amazon's multi-billion dollar ad business, while also battling smaller rivals including Target and Kroger which are building their own ad platforms.