Why not just call the new “Innovation” category what it is: live video shopping partners? The innovation partnerships are productized versions of that work. Lehrfeld said each partnership was based on the work of Walmart’s internal ad team to understand its campaign ROI. The social commerce measurement partners were vetted, in a sense, by Walmart’s own marketing team.

“We’re able to measure that they’re influencing the purchase not just at that moment, but over a period of time.” “We know that people build their baskets every day, but that sometimes the baskets take days, if not a week, to actually sell,” Lehrfeld said about social commerce advertising. That’s because TikTok uses last-click attribution and a session-length attribution window, so it misses sales if users don’t immediately click and convert. The TikTok ad platform is widely considered to under-attribute its own sales, unlike other walled gardens that generally over-attribute in their own favor. Since they’re walled garden platforms, they don’t allow any outside programmatic trading desks.īut what the partnerships do mean is that TikTok and Snap advertisers will now be able to run deterministic measurement to confirm that their ads led to online or in-store sales with Walmart.Īnd though it isn’t the Walmart DSP behind the ad campaign, TikTok and the other innovation partners have managed services of their own and will want to nudge advertisers toward the retailer measurement product, he said. TikTok and Snap won’t bring TikTok or Snapchat inventory to the Walmart DSP (brought to you by The Trade Desk). The TikTok and Snap agreements in particular are “first-to-market and first-of-their-kind type partnerships,” Lehrfeld said. “Nielsen, IRI and others that these companies work with are great measurement services, but they’re third parties that simulate results,” Rich Lehrfeld, Walmart SVP and GM of the Walmart Connect group, told AdExchanger. Roku, TikTok and Snap are walled gardens that hope to demonstrate the value of their ad platforms.

TalkShopLive and Firework, which is backed by American Express Ventures, are both live-stream shopping companies with sponsored brand placements.

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