Walmart Launches Advertising Partners Program

Jamie Grill-Goodman
Editor in Chief
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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. Now, brands can tap into Walmart’s shopper footprint to get the right sponsored ad experience, to the right shopper at the right moment through partners Flywheel DigitalKenshooPacvue and Teikametrics.

 “With these key partnerships, today we grow our search offering to meet the needs of advertisers, allowing the most advanced search marketers the ability to leverage the power of Walmart through their partner of choice,” said Lex Josephs, VP of sales and media partnerships, Walmart Media Group.