Walmart and e-commerce management platform CommerceIQ reach cooperation! Improve positioning and search capabilities

Walmart has partnered with e-commerce management platform CommerceIQ to provide CPG brands with automated sponsored product management and sponsored brand booster ads through WalmartConnect. This means that CPG brands participating in Walmart's retail media network have a new artificial intelligence (AI) option to automate and optimize ad management.

Walmart Connect is Walmart’s closed-circuit media business. It provides advertisers with the ability to deliver personalized, time- and context-specific advertising across customer touchpoints, including media displays on in-store TV walls and self-checkout displays, Walmart’s digital assets, mobile devices and corporate events. Walmart Connect’s new CommerceIQ retail media management product will provide Walmart advertisers with solutions including:

Algorithms optimized for retail and share of voice (SOV): can drive sales and ROI growth beyond return on advertising spend (ROAS);

• Built-in omnichannel optimization: Engage shoppers throughout the checkout process by optimizing Sponsored Products, Sponsored Brands amplifiers, and on-site and off-site display ads;

• Strategists: can drive automated actions based on business goals such as awareness, new product launches, media efficiency, and conversions;

• Self-service reporting allows brands to create custom reports in seconds;

• Machine learning-based automation that operates in real time and at scale;

• Flexible consumption models, including bring your own agent, managed service, or self-service software.

Rich Lehrfeld, senior vice president and general manager of Walmart Connect, described several important steps the retailer plans to take on the platform this year:

Improve and innovate new ways for suppliers and sellers to connect with buyers. This includes providing expanded touchpoints to reach customers through new advertising formats such as connected TV (CTV) and video, as well as omnichannel experiences such as optimizing the way brands promote across screens, self-checkout, video walls, event stores and sampling.

Walmart plans to offer new premium ad formats on its e-commerce site by the end of 2022, including pilots of new ad units and live video, aimed at facilitating growth for vendors and suppliers of all sizes through automation.

Walmart recently launched Display Self-Service for its first phase of advertisers. The solution enables advertisers to produce creative content. Walmart is expanding its Platform Partner Program to help vendors and sellers find the right experts to scale, automate and optimize their search campaigns.

According to the report, one of Walmart’s biggest focus areas this year is improving its targeting and search capabilities, including focusing on second-price auctions. The company will continue to expand its “One Walmart” approach, which provides advertisers with integrated planning covering merchandising, website operations, marketing and Walmart Connect.

Editor ✎Estella/

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