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Walmart: media buying partnership with Omnicom

( - Walmart announced on Tuesday that Walmart Connect, its advertising sales business, has entered into a strategic partnership with Omnicom Media, the media services agency of Omnicom Group.

The agreement, unveiled at the Cannes Lions Festival, is designed to help advertisers adapt to the disappearance of third-party cookies by building an ecosystem using proprietary data collected directly by the retail giant from its sites.

More specifically, cross-media campaigns targeting Walmart audiences will now be orchestrated by Omni, the operating system developed by Omnicom.

This aims to enable advertisers to identify the Walmart domains and applications that are most relevant to their target audiences.

After closing down about 2% yesterday Walmart shares are up about 0.5% in pre-market trading today.

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