Brands can now buy Walmart sponsored search ads via API partners

Walmart made another move in building out its e-commerce advertising offering Friday with the launch of Walmart Advertising Partners. The company named four initial ads API partners: Flywheel Digital, Kenshoo, Pacvue and Teikametrics.

Why we care

This signals a significant next step for Walmart Media Groups’ efforts to attract large manufacturer budgets. Companies that are already using one of those vendors to run Google Shopping or Amazon Sponsored Product campaigns, for example, will be able to switch on Walmart Sponsored Search campaigns with relative ease.

Like rival Amazon, Walmart Media Group offers advertising opportunities that reach people as they’re shopping and enables brands to target using its valuable online and offline shopper data. The selected partners’ specialties cut across search and marketplace advertising.

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More on the news

• Walmart Media Group, the company’s in-house agency arm, has been focused on establishing an advertising proposition for brands and retail manufacturers. (The company severed ties with its agency partner Triad in early 2019.)
• Walmart Media Group acquired self-serve ad tech platform Polymorph in April and has integrated it into its existing ad targeting and measurement platform.
• Walmart claims nearly 160 million people visit its stores and website weekly, with 90% of Americans shopping at Walmart annually.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.