Walmart and its media group are expanding its advertising business, with plans to acquire the technology and assets of Polymorph Labs, a Silicon Valley-based advertising startup.
Polymorph’s technology, which includes a high-speed ad server, a self-serve interface and server-side header bidding, will make advertising with Walmart easier for brands while delivering more relevant digital ads to consumers, the company said. The technology complements Walmart’s current omnichannel ad targeting and measurement solution, and will provide a platform for continued innovation, such as real-time auctions across multiple ad-pricing models (cost per click, cost per impression, cost per conversion).
The startup’s technology platform will enable Walmart advertisers to on-board quickly, select audience segments based on shopping behavior, automate ad delivery and then measure whether their ads influenced a sale. The company’s ad server is also said to be faster than the traditional client-side servers, so Walmart shoppers online or via mobile app will be served advertising that is more relevant and delivered faster.
Ultimately, the acquisition of Polymorph technology will enable both existing and new advertisers to control their ad spending with Walmart, and reach their desired audiences more effectively, the company noted.