WalmartLabs Scoops Up Product Search Firm Adchemy

WalmartLabs logoAdchemy made significant inroads in the product search arena in its short time, powering Google Product Listing Ads for brand name customers such as Macy’s, Overstock.com, Finish Line and Walmart.

Today, @WalmartLabs, the retailer’s technology lab based in Silicon Valley, announced it is acquiring Adchemy for an undisclosed sum.

Adchemy’s technology takes a semantic search approach to streamlining and scaling product campaigns and moved away from pure keyword-driven targeting. The company designed the Adchemy IntentGraph, a semantic graph containing over 25 million products, their attributes and associated consumer intents. Advertisers could then automate their product feed campaigns to be organized by consumer shopping intent.

The Adchemy acquisition marks the twelfth acquisition for @WalmartLabs in the past three years. The retail giant had been late to the e-commerce game, and its initial efforts were clunky — thus the creation of @WalmartLabs three years ago. The Silicon Valley based lab is tasked with making Walmart a tech-driven e-commerce leader globally by building capabilities in-house. “We set forth to recruit, acquire and integrate the best technologies and talent in Silicon Valley,” writes Jeremy King CTO of @WalmartLabs in the announcement

VP of Products, Ethan Batraski, formerly the head of search innovation at Yahoo, who has spoken on PLA optimization at SMX conferences (see one of his presentation decks here), Rohit Deep who was the VP of Engineering and was previously the Chief Architect and Engineering Lead at WebEx and data scientist Esteban Arcaute, Head of Research, who holds a PhD from Stanford and also worked at Yahoo will be among the 60 members of the Adchemy team moving over to @WalmartLabs.

 

Related Topics: Channel: Industry | SEM Industry | SEM Industry: Acquisitions

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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