Walmart is kicking off 2020 with the launch of its new Walmart Advertising Partners program and enhanced capabilities.
The program expands advertisers’ direct access to their sponsored products campaigns, a bidded auction-based marketplace, giving them more transparency and control. Brands will be able to increase visibility with Walmart’s shoppers.
Walmart has been investing in building an in-house advertising offering through Walmart Media Group, including its 2019 acquisition of Polymorph. Walmart Media Group enables brands to reach customers at scale and measure advertising effectiveness across the entire shopping journey.