An In-Depth Look at Walmart's DSP in Partnership with The Trade Desk
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Pathlabs Marketing |
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May 18, 2023 |
Let’s dive into the Walmart Demand-Side Platform (DSP), developed in collaboration with The Trade Desk. This platform leverages advanced technology and valuable data to facilitate comprehensive ad campaigns. With a focus on digital properties, omni capabilities, and offsite media opportunities, the Walmart DSP aims to transform the digital advertising landscape.
In this blog, we review how the Walmart DSP provides a platform to unlock the full potential of your campaigns. Get ready to embrace the future of digital advertising with the Walmart DSP!
What is the Walmart DSP?
The Walmart Demand-Side Platform (DSP), developed in partnership with The Trade Desk, a leading independent demand-side platform, brings together Walmart's extensive first-party data and The Trade Desk's advanced technology to provide advertisers with powerful capabilities.
Through the Walmart DSP, advertisers can leverage Walmart's vast first-party data, which includes insights from their website, app, and physical stores. This data enables precise audience targeting and advanced segmentation, allowing advertisers to reach their desired audience effectively. The platform also offers access to diverse inventory across various channels, such as display, streaming video, mobile, audio, and connected TV.
“The Walmart DSP combines The Trade Desk’s technology with Walmart’s first-party data, creating a unique and scalable offering. With the inclusion of Walmart’s closed-loop reporting, sellers gain visibility into the impact of their omni-channel advertising efforts across the customer journey, spanning both online and offline touchpoints.”
Pathlabs' Journey with the Walmart DSP
The availability of the Walmart DSP during its open beta phase has been a significant advantage for Pathlabs and our clients, particularly those in the CPG industry. At Pathlabs, we have been able to offer access to this platform to pre-approved brands, allowing them to run their campaigns and leverage its unique capabilities. After months of anticipation, we gained access in Q3 2022 and have since successfully onboarded multiple brands, making the Walmart DSP available to our clients.
Our early adoption of the Walmart DSP has positioned us as pioneers in the Mountain West region, being one of the first media execution agencies to launch campaigns on this innovative platform.
This early entry has provided us with valuable experience and expertise, which we now utilize to better serve our clients. With almost nine months of hands-on experience, we have refined our strategies and gained in-depth knowledge of the platform's features and functionalities. This positions us well to cater to our clients' needs and attract new partnerships based on the proven results and insights we have achieved through the Walmart DSP.
Walmart DSP Key Features
Let’s dive into the features that define the Walmart Demand-Side Platform:
Combination of Walmart's first-party data and The Trade Desk's technology
Competitive advantage for advertisers
Media spend optimization
Personalized and targeted campaigns
Superior campaign performance
Strong emphasis on privacy standards and transparency
Secure and objective advertising environment
Protection of consumer data
Opportunity to connect with audiences and drive successful advertising campaigns in the evolving digital advertising landscape
Access to Walmart's extensive first-party data for precise audience targeting and segmentation.
Integration with The Trade Desk's advanced technology, enabling optimization of media spend and campaign performance.
Adherence to strict privacy standards, ensuring the protection of consumer data.
Navigating Modern Digital Advertising Challenges
In the ever-evolving landscape of digital advertising, marketers and advertisers face a range of challenges that demand strategic solutions. Two prominent hurdles are the increased scrutiny on media spending and the impending shift towards a cookieless future. Fortunately, the Walmart Demand-Side Platform (DSP) emerges as a valuable tool to help navigate these challenges effectively.
As media dollars become more scrutinized, advertisers are under pressure to demonstrate the direct impact of their campaigns on the brand's business objectives. The Walmart DSP offers robust measurement and optimization capabilities, allowing advertisers to tie media performance back to specific outcomes. With access to comprehensive data and insights, advertisers can make data-driven decisions, optimize campaigns in real-time, and provide clear evidence of the value generated from media investments.
“The Walmart DSP is all about measurement, optimization, and staying ahead of the curve. With Walmart’s first-party data supercharging your targeting and the ability to adapt to the cookieless future, this could be fantastic for campaigns. ”
In summary, the Walmart DSP serves as a crucial ally for advertisers facing the challenges of increased scrutiny and the cookieless future. With its advanced measurement capabilities and reliance on first-party data, the platform empowers advertisers to overcome these obstacles, optimize their campaigns, and achieve meaningful results. By embracing the Walmart DSP, advertisers can navigate the changing digital advertising landscape with confidence and drive success in their marketing endeavors.
Advantages of Walmart DSP
Using holistic measurement and precise targeting, the Walmart DSP offers advertisers the advantage of demonstrating the true impact of their campaigns while optimizing strategies to align with their business objectives.
Comprehensive Measurement
The Walmart DSP empowers advertisers to measure both online and in-store purchases, providing a holistic view of campaign impact. Sales metrics such as revenue, ROAS, and new vs returning buyers enable better demonstration of the effectiveness of paid media.
Comprehensive Reporting Capabilities
The Walmart DSP provides advertisers with the ability to track and report on key metrics that align with their business objectives. This includes valuable insights such as Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and sales data for in-store, delivery, and pickup channels. By offering robust reporting options, the platform enables advertisers to gain a deeper understanding of their campaign performance and measure the true value generated.
Targeting Versatility
With the Walmart DSP, advertisers can optimize their targeting based on specific goals. Whether it's attracting new customers or retaining existing ones, the platform offers the flexibility to adapt tactics and strategies accordingly.
Precise Audience Segmentation
The Walmart DSP allows advertisers to narrow their targeting to high-value customer segments, such as the top 20% of buyers for their products. This precision targeting ensures efficient ad delivery and maximizes the potential for driving meaningful results.
In Conclusion
The Walmart Demand-Side Platform (DSP) offers advertisers and marketers a data-driven solution for their digital advertising campaigns.
Harnessing Walmart's first-party data and partnering with The Trade Desk, the Walmart DSP enables advertisers to demonstrate the true impact of their campaigns, optimize strategies, and align with their business objectives.
To explore the opportunities presented by the Walmart DSP for your advertising campaigns, reach out to Pathlabs for further assistance and to stay updated with future innovations.
