Brands and Agencies Are Bullish on New Walmart Advertising Partners Program

The API puts the power back in brands' hands, experts say

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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



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