Walmart Mexico bolsters retail media capabilities
Walmart Inc.’s Mexico and Central America business unit is integrating its demand side platform (DSP) with a data management solution.
Walmart Mexico is integrating its Walmart Connect omnichannel retail media business (initially launched by Walmart in the U.S. in 2021 as a revamped version of the Walmart Media Group) with Infillion data management and customizable supply chain management technology.
Through this partnership, Walmart Mexico is presenting a new Walmart demand-side platform (DSP) designed to help its advertisers improve performance of their media plans with cookieless data, advanced formats, and audience and supply integrations. The new DSP also enables Walmart Mexico advertisers to leverage programmatic technology to drive performance with artificial intelligence (AI)-powered optimization and obtain access to the discounter’s first-party audiences and curated supply.
In addition, Infillion’s data management solution enables Walmart Connect Mexico to scale its first-party audiences through Walmart DSP. And Infillion’s customizable supply management tools, including curated marketplaces, are designed to allow advertisers to reach Walmart Mexico customers outside of the retailer’s owned and operated properties.
Walmart Connect Mexico will also gain access to Xgraph, Infillion’s proprietary identity graph.
“Retail media is one of the fastest-growing sectors in advertising, and it’s also one of the biggest priorities for Infillion and our newly relaunched MediaMath technology,” said Laurel Rossi, chief revenue officer, Infillion. “Our plans to bring global excellence to the programmatic marketplace by delivering superior customer experience and less wasteful, bespoke tech solutions has expanded our footprint into Latin America. “This Walmart Connect partnership is certainly something we are very proud of.”
“For Walmart Connect, Walmart DSP will provide a solution to huge challenges that brands and agencies teams will face with the cookie deprecation process,” said said Jonatan Fasano, head of product at Walmart Connect México. “Brands will begin to seek media with vast amounts of consumer purchase data, and we already have it through Walmart Audiences, which will also enable us to understand new audiences and potential new buyers for different categories. We are confident that Walmart DSP will help us and our business partners achieve all our shared objectives.”
Walmart Mexico operates in six countries: Costa Rica, El Salvador, Guatemala, Honduras, Mexico and Nicaragua. The company operate s3,631 stores and clubs in 696 cities, as well as 31 distribution centers in the region. In Mexico, it operates under the Bodega Aurrera, Walmart Express, Walmart Supercenter and Sam’s Club banners.