Walmart will absorb Polymorph's native advertising technology following an acquisition that will involve Rakuten and MDC Partners exiting.
Retail group Walmart has agreed to acquire Polymorph Labs, a US-based advertising technology developer backed by e-commerce firm Rakuten and marketing firm MDC Partners, for an undisclosed amount.
Founded in 2013 as AdsNative, Polymorph has created a suite of tools that enable companies to specifically tailor their ad campaigns and monetisation strategies to their customers’ preferences.
Polymorph’s team will join Walmart’s in-house advertising business, Walmart Media Group, following completion of the deal.
The company’s technology will help Walmart target audience…
