Walmart Canada is expanding its digital advertising offerings by allowing third-party marketplace sellers to purchase sponsored product ads on its ecommerce platform and mobile app.
This initiative is part of the enhanced Walmart Ads Platform, supported by Walmart Connect.
Walmart Connect, previously known as Walmart Media Group, was relaunched in 2021 in both the US and Canada to help advertisers optimise their media investments.
The platform provides personalised, contextually relevant advertising across multiple channels, including Walmart’s digital platforms, in-store TV displays, self-checkout screens, and corporate events.
In September 2023, Walmart introduced a sponsored video program, granting premium search placement to advertisers registered in the Walmart Brand Portal.
The company reported a 30% growth in Walmart Connect for fiscal year 2024 and aims to further enhance product visibility for Canadian marketplace sellers through its new ad platform.
With this development, sellers gain access to an auction-based marketplace where they can independently manage campaigns.
The platform also offers advanced analytics, enabling businesses to track ad performance and refine strategies based on data insights.
Walmart Canada operates over 400 stores nationwide, in addition to its online marketplace.
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