How Walmart's ad business stacks up to Amazon and why the retailer wants to acquire a piece of TikTok
How Walmart's ad business stacks up to Amazon, tech salary data, and Netflix's Brazil audience.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.
Last week, Walmart confirmed that it worked with Microsoft to make a bid for TikTok's US business to compete with Amazon, particularly in advertising. I looked at how Walmart's advertising business stacks up to Amazon. Advertising experts said that Walmart trails behind Amazon in areas like measurement, its advertising auction, and self-serve technology that lets advertisers of all stripes run campaigns.
While Walmart has a big opportunity to roll out new technology and use store data to compete with Amazon, ad budgets are significantly smaller than Amazon ad budgets. Curtis Rummel, lead client strategist at e-commerce agency Marketplace Strategy, estimated that clients put 5% to 10% of the budgets that are spent advertising on Amazon on Walmart campaigns.
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