Walmart weds data to popular apps like TikTok in latest ad play | Marketing Dive

As marketers prep for an uncertain holiday season, Walmart is adding an innovation partner program to its Connect advertising network that opens access to popular third-party platforms like TikTok, Snapchat and Roku. The initiative focuses on two channels — social media and livestreaming — and seeks to help brands reach Gen Z consumers who are often painted as averse to traditional outreach strategies. For Walmart, the move represents a more ambitious effort to link commerce to areas like social and video, an idea that’s long held industry appeal but proved to be a tough nut to crack in the U.S. Figuring out the formula would give the world’s largest retailer a competitive advantage in a tight race for media dollars where it’s contending not only against legacy brick-and-mortar rivals, but also digital heavyweights like Amazon. “Everyone’s trying to figure out: How do we make livestreaming shoppable? How do we make social engagements shoppable?” said Jeff Clark, vice president of product and product marketing and analytics at Walmart Connect. “That’s a big focus area for us.” Expanding the roster The Innovation Partners announced today (Sept. 20) include TikTok and Snapchat — both Gen Z staples — and streaming collaborations with Firework,…
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