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Walmart Connect Partners with Creative Agencies for its Self-Service Tools

Walmart Connect collaborates with VidMob, WhyteSpyder, Kaizen Ad, ItsRapid.ai, and The Mars Agency to empower its self-service ad tools.

Walmart Connect, the retail giant's ad network, has announced a strategic collaboration with five creative agencies to aid marketers utilizing its self-service advertising tools. The new partners, VidMob, WhyteSpyder, Kaizen Ad, ItsRapid.ai, and The Mars Agency, are expected to be operational by next month, following discussions at the Cannes Lions International Festival of Creativity.

Diana Finster, head of agency and technology partnerships for Walmart Connect, described the diverse capabilities of the chosen partners. VidMob is a creative analytics agency emphasizing dynamic creative optimization, whereas The Mars Agency is a comprehensive shopper and commerce agency. Kaizen Ad is renowned for its mobile-optimized video ads, and WhyteSpyder specializes in Walmart's e-commerce operations. ItsRapid.ai offers creative asset management and optimization.

This announcement follows Walmart Connect's launch of a suite of self-service tools last fall, mainly aimed at smaller third-party sellers on its platform. "As we expand our self-service ad formats, creative support has really become a priority for us,” explained Finster, adding that the selected agencies will assist advertisers of all sizes and be trained in Walmart's creative best practices.

The success of Walmart Connect is evident, with projections indicating it could rank among the top 20 global advertising sellers in 2023. After garnering $2.7 billion in ad revenue in the last fiscal year and achieving an additional 30% global and 40% US increase last quarter, Brian Wieser, principal of Madison and Wall consultancy, predicts Walmart Connect could be worth $3.5 billion this year.

Unlike some retail media networks offering creative services as part of a managed service platform or for additional costs, marketers will select and pay Walmart’s agency partners directly. These partnerships are set to enhance Walmart Connect's creative capacities and contribute to its network that includes API and other technology partners.

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