The retailer’s ad business saw “triple-digit growth” last quarter, a high-margin endeavor capitalizing on mountains of shopping data.
Walmart Inc.’s ubiquity in American life is translating well to one of the retailer’s smaller but fast-growing ventures — advertising.
“And if the brands can start to see Walmart as more than just a distribution point, and actually as a partner to grow their business and become more efficient with their marketing costs, that’s an opportunity as well,” she said. “All the things they’re offering are zero surprise to me, because it’s part of Walmart leveraging its capabilities, and then using its assets, which is basically like a platform for different transactions,” he said. “And trying to monetize what they can do in terms of advertising.”
“Walmart has the ability to step in and actually build a more immersive experience to use data and use the advertising platform to make the shopping model more efficient,” she said. “So that it’s not generic in getting thousands of results, it’s more curated, based on a likelihood outcome.
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