Sam’s Club is acquiring proprietary technology platforms from digital advertising sales consultancyTriad, as well as a portion of its staff, both of which have been have been supporting the Sam’s Club digital advertising business. Deal terms were not disclosed.
“Our Triad team and the technology stack developed to run the Sam’s Club digital retail media program have been very successful,” said Sherry Smith, CEO, Triad. “We’re committed to supporting Sam’s Club and their advertising clients with a smooth transition over several months, and we wish them continued long-term success.”
As retailing continues its digital transformation and consumers increasingly transact purchases via e-commerce, retailer-owned media on their websites and data concerning their customers have become increasingly valuable to brands. Working with Triad, Sam’s Club was an early mover seizing these opportunities.
“This area of advertising is undergoing exponential growth and is incredibly competitive,” said Tony Rogers, Sam’s Club’s chief member officer. “So, when this opportunity came to us, it was an easy decision. The team’s expertise and tools, combined with the talent and rich insights we already have, rounds-out our in-house digital advertising capabilities and will help us grow this business even faster.”
According to RIS’ sister publication PathtoPurchaseIQ, The move comes less than a year after sister-chain Walmart opted to bring its digital ad operation in house, cutting ties with Triad, which had long handled walmart.com ad sales and related analytics work. Before the split, Walmart was Triad’s biggest client. The two first joined forces in 2004, while Sam’s Club's relationship with Triad began in 2007. Over the years, Triad helped create digital and personalized content for the retailer, such as its Sam’s Club Kitchen live video program.
GroupM-owned Triad remains a strategic partner to over a dozen leading national retailers, helping them with consulting, strategy and in developing custom solutions.