A new API allows advertisers to integrate campaign performance data into their own measurement models for analysis, while a new partnership with TransUnion helps them compare data across retailers and channels using marketing mix modeling.
Following her departure from Albertsons Media Collective’s business strategy and marketing science team, the grocery giant appointed a new VP of measurement and media.
The keys to its growth strategy are a new data partnership as well as investments in the store guest experience, advertising and Ulta’s retailer media network.
The deal will help advertisers reach and serve shoppers in new ways, including TV and in-home entertainment and media experiences, through Walmart Connect, the retailer’s retail media arm.
