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The Walmart Advertising Partners program is officially live, giving brands direct access to Sponsored Product campaigns on Walmart-owned platforms. And although advertisers have seen similar functionality elsewhere—and early partners concede the program is kind of a mess—agencies say they’re committed and brands are chomping at the bit.
Early results from some beta API partners, which included managed services company Flywheel Digital, ad-tech platform Kenshoo and ecommerce optimization platforms Pacvue and Teikametrics, certainly seem promising.
For example, gaming hardware manufacturer Razer saw weekly ad-derived sales on walmart.com