New tools aim to bridge the gap between offsite and paid search ads, drive performance lift
- Walmart Connect launches Display Advertising API to expand onsite display ads for advertisers
- API helps drive a ‘huge’ lift in performance when used with search ads
- Advertisers can use existing technology partners for campaign management and optimization tools
- Onsite display ads bridge the gap between offsite and paid search ads
- Walmart Connect grows its offsite media business, including CTV integration
- Clean room environment tests granular data insights for brands
Walmart Connect has launched a Display Advertising API to expand its offerings for advertisers, allowing them to use existing technology partners for campaign management and optimization tools. The new API helps drive a ‘huge’ lift in performance when brands buy both search and onsite display ads together. Walmart Connect also tests a clean room environment with agency partners for deeper audience insights. With the acquisition of smart TV maker Vizio, CTV is set to become an even larger part of the business.
Factuality Level: 8
Factuality Justification: The article provides accurate and objective information about Walmart Connect’s new Display Advertising API, its benefits for advertisers, and the company’s growth in advertising business. It also discusses the role of onsite display ads in the marketing funnel and the potential impact of the Vizio acquisition on the retail media landscape.
Noise Level: 6
Noise Justification: The article provides relevant information about Walmart Connect’s new Display Advertising API and its impact on advertisers, but it also includes some repetitive statements and unnecessary details about the company’s history and future plans. While it offers insights into the effectiveness of combined search and display ads, it could benefit from more in-depth analysis or data to support its claims.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses Walmart’s expansion of its advertising business, which grew 27% to $4.4 billion in 2024 and the launch of a Display Advertising API for advertisers. This is related to financial topics as it pertains to Walmart’s revenue growth and their advertising offerings. However, there is no direct impact on financial markets or specific companies mentioned.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: The article discusses Walmart Connect’s advertising strategies and developments, but it does not mention any extreme events or crises.·
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