Walmart launches new ad buying software to compete with Amazon, Target and other platforms!

According to foreign media reports, Walmart recently announced a partnership with marketing technology company The Trade Desk to launch the advertising purchase software "Walmart Demand-Side Platform" (Walmart DSP). Walmart DSP allows US advertisers to know specific products that consumers have browsed on Walmart websites and applications, so as to show consumers ads for related products. It will be officially launched in late October this year.

It is reported that Walmart DSP connects Walmart's online payment system with more than 4,700 physical outlets, enabling it to access The Trade Desk inventory and omnichannel measurement. Walmart hopes to expand its advertising services for advertisers and agencies by launching Walmart DSP, and prepare advertising marketing strategies for the upcoming shopping season (Black Friday, Christmas). In addition, Walmart DSP allows brands to get in touch with customers within a specified time and target audiences by using more accurate data.

Walmart's intention is to open up a new field of digital advertising, provide advertisers with an open, transparent and objective platform, and respect advertisers' privacy data. The launch of DSP will increase Walmart's advertising revenue to provide more comprehensive advertising campaigns, and it will introduce more features to help brands connect with customers.

Walmart said in its latest financial report that its advertising revenue grew 95% in the second quarter from a year earlier, and the number of advertisers grew 175% year-on-year. Walmart is constantly competing with Amazon for advertising business, while also fighting smaller competitors such as Target and Kroger.

Editor ✎ Nicole/

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