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.
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.
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