US retailer Walmart is positioning itself as a potential rival advertiser to Amazon, with the acquisition of Polymorph Labs for an undisclosed sum. The deal will see Walmart’s technology and expertise integrated into Amazon’s cloud computing platform, which it has been developing in partnership with IBM. The purchase came as Marc Pritchard, Procter & Gamble's chief brand officer, recently called for the reinvention of digital media, as the company seeks more trusted partners.
US retailer Walmart is positioning itself as a potential rival advertiser to Amazon, with the acquisition of Polymorph 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 auctions and enabling Walmart to also divert revenues from traditional search. The purchase came as Marc Pritchard, Procter & Gamble's chief brand officer, recently called for the reinvention of digital media, as the company seeks more trusted partners.