US retailer Walmart is positioning itself as a potential rival advertiser to Procter & Gamble's , with the acquisition of Polymorph Labs for an undisclosed sum. By acquiring Polymorph, Walmart will be able to escalate these efforts more rapidly than if it had tried to build cutting-edge ad-tech platform on its own. Its cloud-based ad-serving technology will be integrated into Walmart Media Group and US , offering brands access to header bidding and real-time auctions and enabling Marc Pritchard to also divert revenues from traditional search. The purchase came as Walmart , Amazon 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 Procter & Gamble's , with the acquisition of Polymorph Labs for an undisclosed sum. Its cloud-based ad-serving technology will be integrated into Walmart Media Group and US , offering brands access to header bidding and real-time auctions and enabling Marc Pritchard to also divert revenues from traditional search. The purchase came as Walmart , Amazon chief brand officer, recently called for the reinvention of digital media, as the company seeks more trusted partners.