• by Laurie Sullivan , Staff Writer @lauriesullivan, May 1, 2024

Laurel Rossi, chief revenue officer at Infillion, says the company's plan is to bring new options to the programmatic marketplace through the relaunch of MediaMath technology will support the fastest-growing sector in advertising: retail media.

Infillion has announced an integration with Walmart Connect, the omnichannel retail media business of Walmart Me;xico and Central America, to create the new Walmart DSP powered by the company’s MediaMath technology.

Through this partnership, Walmart DSP will help advertisers expand their media plans with cookieless data, advanced formats, and extensive audience and supply integrations. It will also leverage programmatic technology to drive performance with its AI-powered optimization and give clients access to Walmart’s first-party audiences and supplies.

The ANA in December 2023 released its Programmatic Media Supply Chain Transparency Study. About 21 marketers and 12 supply-chain companies participated.

Total ad spend was $123 million with 35.5 billion impressions. Qualitative interviews supplemented the quantitative work.

The research found that only 36 cents of every dollar that enters a DSP effectively reaches the consumer.

Transaction costs — primarily DSP and SSP fees — account for 29% of the ad dollar. Loss of media productivity costs — non-viewable and IVT impressions as well as non-measurable for viewability and Made for Advertising ad spend — account for 35% of the ad dollar.

Agency fees — a transaction cost — and brand safety — a loss of media productivity cost — were both beyond the scope of the project.

Depending on those costs, less than 36 cents of each dollar effectively reaches the consumer. About $22 billion in efficiency gains are available to the client-side marketer community.

Rossi most likely is looking to the partnership between Infillion and Walmart Connect to increase returns for brands.

The Walmart DSP, through this newly announced partnership with Infillion, aims to help advertisers increase their media plans with cookieless data, advanced formats, and extensive audience and supply integrations, as well as leverage programmatic technology to drive performance with its AI-powered optimization and give clients access to Walmart’s first-party audiences and curated supply.

Walmart Connect also gains access to Xgraph, Infillion’s proprietary identity graph equipped with more than two billion digital touchpoints, and its agnostic identity solution stack that should empower Walmart DSP to offer a non-comparable DSP platform in the LATAM market.

Infillion, a technology company that supports media plans through cookieless data, officially closed its acquisition of MediaMath in September 2023. The company brought it out of the brink of bankruptcy during an auction with the intention of relaunching its demand side platform in early 2024.

The firm’s offerings are designed to enhance the precision of targeted advertising campaigns utilizing data analytics, machine learning, and reporting tools. The integration promises to marry creative with scalable interactive formats.