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This new product enables advertisers to bid for keywords to place ads on the top of Walmart’s search results page.

The Walmart Media Group’s ad arm recently released a self-service portal for advertisers to buy on-site search and sponsored product ads directly on walmart.com. Previously, they could do so on Walmart as a part of a “managed service buy”.

Walmart’s Lex Josephs says that these partnerships allow the retail giant to “meet the needs of advertisers”. Business Insider had first reported that Walmart was working on solutions to compete with Amazon.

However, the article states that in order to challenge Amazon, Walmart has to avail its “unique retail and audience-level data”, which is currently unavailable for ad targeting. Having said that, Walmart’s retail data and ability to connect online search activity to in-store sales gives it an upper-hand.

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