Ad sales ambitions of Walmart threaten Google and Facebook
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Walmart is moving its website ad sales in-house from WPP’s Triad to help accelerate Walmart Media Group, which also includes the WMX programmatic exchange. This aggressive media push shouldn’t just raise competitive fears inside Amazon, but also within the Google-Facebook duopoly. That’s because the retail giant’s ambitions could result in a formidable retail media sector fueled by superior sales data.
It’s one factor that could propel U.S. retailers to collectively surpass Facebook in U.S. digital ad sales by 2021 or 2022, says Michael Stich, chief business officer of WPP’s VMLY&R and head of the agency’s advisory practice.
Facebook last year had just under $33 billion in U.S. ad sales, per eMarketer, but Stich expects that to plateau amid stagnant U.S. usage of the social network.
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