Walmart's retail media
network "Walmart Connect" received its first accreditation from the Media Rating Council (MRC) for its first-party click and impression metrics for its sponsored search ad platform across desktop,
mobile web, and mobile in-app devices for display, video and search.
The fragmented media landscape affects brands, which now have many options where to allocate
budgets to run advertising campaigns, according to Khurrum Malik, vice president of business and product marketing at Walmart.
The accreditation, announced Thursday in a blog post, is
intended to give advertisers confidence that measurement for sponsored search campaigns is valid, reliable, and effective.
Accreditation also includes MRC-standard general
invalid traffic detection and filtration processes for all sponsored search campaigns.
advertisement
advertisement
The accreditation follows Walmart Connect's onsite partnerships
with third-party measurement companies such as DoubleVerify and Integral Ad Science.
“This demonstrates commitment to ensuring its advertisers feel confident that
Walmart Connect metrics comply with industry-accepted standards for quality measurement," stated George Ivie, executive director and CEO of the MRC.