Walmart has extended its private ad exchange, dubbed “Walmart Exchange”, to Asda in the UK, giving brands access to its lucrative shopper data for targeted ads.
The move will give advertisers access to its first party data, mean UK brands can now harness Asda’s shopper data to target ads across the retailer’s myriad of properties – including the main grocery sites.
Asda will be in control of the targeting for the brand, selling them customer groups that it believes may be interested in that product.
Early participants included Lucozade and FMCG-giant P&G, and Asda claims those brands have seen up to seven times the average click through rates (CTR) for standard banners when compared to the UK average.
As well as Asda’s main site, the data will become available to brands advertising on the supermarket’s magazine site, Good Living, and social platforms such as its YouTube channel.
Alex Crowe, head of Asda Media Partnerships, said: “Data that is actionable and provides new insight is at the forefront of every advertiser’s mind.
“Our WMX solution puts our unique, valuable data in the hands of brands, allowing them to make informed, highly targeted decisions when building out their media strategies on our digital platforms. What’s more, we live by this too — it’s the same data that Asda uses to reach its own target audience