Walmart Buys Polymorph Labs to Boost Ad Targeting

In the US, retail giant Walmart is to acquire the technology and assets of ad targeting specialist Polymorph Labs through its Walmart Media Group. Terms of the deal were not disclosed.

Silicon Valley-based Polymorph has developed technology including a high-speed ad server, a self-serve interface and server-side header bidding, which Walmart Media Group says will make it easier for thousands of brands to deliver more relevant digital ads to consumers. According to the retailer, this technology complements its own omni-channel ad targeting and measurement solution, and will provide a platform for continued future innovation, such as real-time auctions across multiple ad-pricing models (cost per click, cost per impression, cost per conversion).

As part of the deal, Polymorph founders Satish Polisetti and Dhawal Mujumdar, along with the firm's team of product developers and engineers will join Walmart Media Group and Walmart Labs in the group's San Bruno, Sunnyvale and Bangalore offices. Polymorph's technology platform will enable Walmart Media Group advertisers to select audience segments based on shopping behavior (eg, cat food buyers vs. dog food buyers), automate ad delivery and then measure whether their ads influenced a sale.

According to the retailer, 90% of America shops at Walmart every year and it has nearly 160 million visitors to its stores and web sites each week. In a statement, Walmart said: 'Ultimately, the acquisition of Polymorph technology will enable both existing and new advertisers to control their ad spending with us and reach their desired audiences more effectively. We're thrilled to have the talented team at Polymorph Labs join Walmart Media Group to help us do just that'.

Web sites: www.walmartmedia.com and www.getpolymorph.com .