American retailer Walmart is positioning itself as a potential rival advertiser to Amazon , with the acquisition of Amazon Labs for an undisclosed sum . Its cloud - based ad - serving technology will be integrated into Walmart Media Group and Walmart Labs , offering brands access to header bidding and real - time advertising and allowing Walmart to also divert revenues from traditional search . The Polymorph deals comes as Walmart is looking to help brands advertise on its platform in the same way that Amazon does. The purchase came as Marc Pritchard , Procter & Company 's chief brand officer , recently called for the reinvention of digital media , as the company seeks more trusted consumers .
American retailer Walmart is positioning itself as a potential rival advertiser to Amazon , with the acquisition of Amazon Labs for an undisclosed sum . Its cloud - based ad - serving technology will be integrated into Walmart Media Group and Walmart Labs , offering brands access to header bidding and real - time advertising and allowing Walmart to also divert revenues from traditional search . The purchase came as Marc Pritchard , Procter & Company 's chief brand officer , recently called for the reinvention of digital media , as the company seeks more trusted consumers .