Acorn Influence, a New Engen performance marketing company, has integrated with Walmart Connect’s Demand-Side Platform (DSP) to create an offering in partnership with The Trade Desk.
Walmart Connect DSP is a multichannel platform, allowing brands to place content across mobile, display, and connected television (CTV).
The collaboration enables brands working with Acorn to leverage Walmart Connect’s DSP targeting. It combines first-party audiences with scale of off-site programmatic ads, the company said.
April brought more spending in search and retail media in May, with total expenditures up 6% in both channels, according to agency Skai. Much of this increase was from higher ad prices, with the cost per click (CPC) up 5% for search and 6% for retail media.
Insider Intelligence also has positive news for retail media. More than $1 in $6 spent on digital ads in the U.S. will go toward retail media this year, up 17.1% of all digital advertising, according to its May 2023 data.
Acorn’s announcement follows the launch of Acorn Influence’s performance creator solution, Canopy by Acorn, aimed at helping brands extend digital distribution across mobile, display, and CTV. As the company announces the Walmart Connect integration, Acorn can offer clients a combination of Canopy with first-party retail data.