Walmart wants to become a big advertising player like Amazon
The retailer on Thursday bought Polymorph Labs, a Silicon Valley startup that specializes in managing digital ads for brands. Terms of the deal were not disclosed, but Walmart said adding the startup's technology would enable current and potential advertisers to reach consumers more effectively.The acquisition positions Walmart to compete with Amazon , which became the country's third largest ad platform last year behind Google and Facebook .
The company sold $184 billion worth of groceries in the United States last year, more than a third of its more than $500 billion in sales. But groceries carry razor-thin margins. Walmart has also sacrificed profit in recent years by investing billions of dollars to build out its digital operation, lower its prices and add online pickup to thousands of stores. Profit has fallen three years in a row.
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