Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider

This story requires our BI Prime membership. To read the full article,Walmart Media Group, Walmart's advertising arm, plans to roll out its first self-serve advertising tools and an API to compete with Amazon early next year, according to four advertising agencies and tech vendors.

The world's largest retailer has steadily been pitching more advertisers on its advertising arm, called Walmart Media Group, this year. According to four agencies and tech vendors that specialize in e-commerce advertising, Walmart will roll out a self-serve advertising platform and API early next year that could open up ad budgets from hundreds of consumer-packaged-goods brands that rely on Amazon for sales.

Walmart sells search and display ads that appear on its website and app as well as OTT ads for Vudu, its streaming service. The self-serve platform and API will only power search and display ads that are aimed at its core consumer-packaged-good advertisers. In theory, the tools will help e-commerce advertisers better understand how ad performance compares across multiple platforms.

"Amazon has built the platform that sellers use to connect with over 100 million Prime subscribers — it makes a lot of sense that Walmart is going to offer the same thing," said an executive at the tech vendor. "We've been encouraged with the early data from Walmart."Walmart has run an advertising business since 2005 but has made a bigger push for ad budgets over the past year.

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