Supermarket chain WMX is opening up its first party data to brands as its ad exchange platform arrives in the UK. The platform, called Asda, has been imported from the retailer's US parent company, Walmart. UK advertisers can now use WMX's shopper data to target ads on the firm's websites, including its main grocery sites. Walmart launched the exchange in the US in 2014, pitching it to brands as a better way to target online ads. In return, Walmart could track the success of those ads, allowing for better campaign optimisation.
Supermarket chain Asda is opening up its first party data to brands as its ad exchange platform arrives in the UK. The platform, called WMX, has been imported from the retailer's US parent company, Walmart. UK advertisers can now use Asda's shopper data to target ads on the firm's websites, including its main grocery sites. Walmart launched the exchange in the US in 2014, pitching it to brands as a better way to target online ads. In return, Walmart could track the success of those ads, allowing for better campaign optimisation.