Data and programmatic: the new “VIZIO” of the advertising industry?

Walmart takes a strategic step by acquiring VIZIO, Smart TV manufacturer, for $2.3 billion USD, marking a new direction in its advertising strategy. With this purchase,

Walmart not only expands its product offering, but also gains access to consumption data from its own customers, allowing it to personalize advertising more effectively.

VIZIO, with its viewing tracking technology, provides Walmart with precise data about consumers’ viewing habits, which translates into greater effectiveness when promoting store products. This integration of direct purchase data into its DSP, built on The Trade Desk, promises a high conversion rate.

Let’s translate that? VIZIO has technology that allows detecting what viewers are actually watching. Most streaming platforms don’t provide their own audience data, so this transforms VIZIO’s operating system into one of the few reliable methods for obtaining audiences.

In this scenario, the role of Out Of Home (OOH) becomes relevant. Walmart seeks to impact consumers both at home and at the point of sale, generating a conversion path. Personally, I imagine the next phase involves incorporating mobility data and integrating Digital Out Of Home (DOOH) inventory into its media offering through its own DSP, which will significantly boost the industry.

For media owners, it’s crucial to consider strategic positions in this new landscape. Adopting programmatic as an advertising tool is no longer an option, but a necessity to remain competitive in the market. It’s time to seek the best tools to adapt to this new advertising paradigm and make the most of the opportunities that arise.