Walmart is expanding ad capabilities for Walmart Canada Marketplace sellers.

The retailer’s new Walmart Ads Platform allows Marketplace sellers to buy sponsored product ads on Walmart.ca and the retailer’s mobile app. According to the company, the platform offers sellers the ability to manage campaigns directly with an auction-based marketplace and access analytics to track performance.

The platform is powered by Walmart Connect, the company’s retail media division. Current and new advertisers can enroll in it.

Walmart Canada Marketplace and Walmart Connect Canada offer different services. While Walmart Canada Marketplace is an ecommerce platform that focuses on product sales and inventory management, allowing third-party advertisers to sell their products on Walmart’s online store, Connect Canada allows marketers to connect with the company’s online and in-store shoppers. The platform offers advertising tools and solutions to help brands reach their target customers.

The expansion comes after Walmart Connect Canada opened sponsored product listings on its platform to external partners in 2022. Since then, advertisers using select ad tech partners have direct access to online ad inventory. They can purchase sponsored ads through ad tech partners that work with Criteo, such as Skai, Pacvue and Perpetua.

According to Walmart, its online site is visited by more than 1.5 million customers daily.

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