Walmart's bid for part of TikTok's ad business shows its ambitions to take on Amazon. E-commerce insiders detail the strengths and weaknesses of its ad strategy.
it worked with Microsoft on a bid to buy TikTok's US business,
Walmart declined to comment further on both its bid with Microsoft to acquire TikTok and its advertising business. "It's probably not going to be a huge 2020 opportunity but it will probably be 2021 or 2022 when we start to see it pick up pace," he said.In January, Walmart formally launched a self-serve ad platform and API that lets advertisers and a small group of adtech companies buy and manage campaigns on their own.
Melissa Burdick, president of Pacvue, which sells e-commerce software to help brands buy ads on Amazon, Walmart, and Instacart, said advertisers want the same measurement for attribution across platforms. Amazon's model is becoming the industry standard and is more straightforward, and some buyers have wanted Walmart to change its attribution model.
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