{"id":10027,"date":"2021-02-09T14:14:43","date_gmt":"2021-02-09T12:14:43","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=10027"},"modified":"2021-02-09T14:14:49","modified_gmt":"2021-02-09T12:14:49","slug":"walmart-buys-ad-tech","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/walmart-buys-ad-tech\/","title":{"rendered":"Walmart Buys Ad Tech"},"content":{"rendered":"
\"Walmart<\/div>\n

Walmart Buys Ad Tech to Chase Small-Business Advertisers<\/h3>\n\n\n\n

Major retailers continue efforts to become powers in ad sales<\/p>\n\n\n\n

Walmart plans to introduce a self-service tool that can help marketers create ads.<\/p>\n\n\n\n

Walmart<\/a>\u00a0Inc.\u00a0will acquire technology from Thunder Industries, a company that uses automation to create digital ads<\/a>, as it continues to invest in its ad business and seeks a greater slice of marketing budgets from small businesses<\/a>.<\/p>\n\n\n\n

The company declined to disclose terms of the deal. Walmart is purchasing the technology and assets of PaperG Inc., which does business as Thunder Industries, and will bring over most of the company\u2019s employees, according to a person familiar with the matter. It isn\u2019t purchasing Thunder\u2019s existing customer contracts, which will be wound down, the person said.<\/p>\n\n\n\n

\"Walmart
Walmart’s potential deal with TikTok may not only change the retail giant, it could reshape how Americans shop online. Video commerce, which allows users to shop while they watch viral videos, is already wildly popular in other countries. Illo: Mike Cheslik for the Wall Street Journal<\/figcaption><\/figure>\n\n\n\n

Walmart instead will use Thunder\u2019s technology to launch a self-service tool that helps advertisers make and buy numerous versions of display ads targeting different kinds of consumers on its properties.<\/p>\n\n\n\n

A skin care company could use the tool to create versions of an ad with models of different ages, for example, then use the technology to determine which performs best. The new self-serve display ad tool will launch later this year, the company said.<\/p>\n\n\n\n

\u201cAs we continue to grow our media business we need to find ways that we can easily serve all suppliers\u2014be it companies who have been Walmart suppliers for years or brand new marketplace suppliers,\u201d said Janey Whiteside, chief customer officer at Walmart, in a statement. \u201cThe new display self-serve platform and the integration of Thunder\u2019s technology does just that,\u201d she said.<\/p>\n\n\n\n

Walmart and other large retailers including Kroger<\/a> Co. and Target Corp. have been building digital-ad offerings<\/a> to generate new revenue by using their shopper data to help marketers target customers online and in stores.<\/p>\n\n\n\n

They are chasing powerful competitors with large head starts.\u00a0Amazon.com<\/a>\u00a0Inc.,\u00a0the third-largest seller of digital advertising after\u00a0Alphabet<\/a>\u00a0Inc.\u2019s\u00a0Google<\/a> and\u00a0Facebook<\/a>\u00a0Inc.,\u00a0generated roughly $8 billion<\/a>\u00a0in sales in the fourth quarter of 2020 in the segment that primarily includes advertising revenue.<\/p>\n\n\n\n

Walmart doesn\u2019t disclose the size of its ad business, but has previously said it doubled ad revenue in the past year.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Read more: www.wsj.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Walmart Buys Ad Tech to Chase Small-Business Advertisers Major retailers continue efforts to become powers in ad sales Walmart plans to introduce a self-service tool that can help marketers create ads. Walmart\u00a0Inc.\u00a0will acquire technology from Thunder Industries, a company that uses automation to create digital ads, as it continues to invest in its ad business […]<\/p>\n","protected":false},"author":3,"featured_media":10029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[1],"tags":[1038,1041,1042,234,115,191,1040],"class_list":["post-10027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-adtech","tag-create-digital-ads","tag-marketing-budget","tag-small-business","tag-tiktok","tag-walmart","tag-wsj"],"yoast_head":"\nDazzlepop | Walmart Buys Ad Tech<\/title>\n<meta name=\"description\" content=\"Walmart Buys Ad Tech Walmart Inc. will acquire technology from Thunder Industries, a company that uses automation to create digital ads,\" \/>\n<meta name=\"robots\" content=\"index, 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