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4/11/2019, 10:41 PM (Source: TeleTrader)
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Walmart purchases ad startup Polymorph Labs

United States retail giant Walmart Inc. on Thursday announced its acquisition of Polymorph Labs, a Silicon Valley-based advertising startup. This action is aimed at bolstering Walmart's advertising business division and should strengthen the targeting of ads. The terms of the deal have not been disclosed.

Polymorph Labs' technology platform will enable real-time auctions across multiple ad-pricing models, vice president and general manager of Walmart Media Group Stefanie Jay said. She added that the platform should also allow advertisers to stratify shoppers according to their behavior and automate ad delivery.

Last month, the company announced that its ad business will make it possible for consumer companies to advertise through its online service, in a move directed at the consolidation of its in-house marketing division. Walmart also subsequently purchased Israeli artificial intelligence and machine learning firm Aspectiva.

Breaking the News / MA