Walmart's retail media network names creative agency partners for its self-service tool
VidMob, WhyteSpyder, Kaizen Ad, ItsRapid.ai and Mars Agency offered to alleviate “pain points” primarily for smaller marketers.
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Pain points or not, Walmart Connect is on a roll. It’s on track to become a top 20 global seller of advertising in 2023, according to Brian Wieser, principal of the Madison and Wall consultancy, after posting $2.7 billion in ad revenue in the fiscal year ended Jan. 31 and last week posting an additional increase of 30% globally and 40% in the U.S. last quarter. Wieser projected Walmart Connect could be a $3.5 billion enterprise this year.
While some retail media networks offer creative services as part of a managed service (as opposed to self-service) platform or for an additional cost, marketers will select and pay Walmart’s agency partners directly, Finster said.
Walmart Connect’s creative agencies build out a partner network that include API and other technology partners. Sibling Sam’s Club also rolled out a network of tech and agency partners, aimed primarily at buying and optimizing within its Member Access Platform.
