Why Walmart is basically a tech company now

This story was first published by Digiday sibling Modern Retail.

After building up fast-growing e-commerce and advertising businesses, moving its stock to the Nasdaq, and, as of Tuesday, crossing $1 trillion in valuation, Walmart is starting to look a lot more like a big tech company.

Walmart’s market cap was $1.02 trillion at the end of the day Tuesday after its stock climbed more than 28% over the past year, according to CNBC. It joined the Nasdaq exchange, also home to technology companies like Amazon, in December. In the company’s third quarter, which ended in October, its global e-commerce business grew 27% year over year, with its Walmart Connect advertising business in the U.S. up 33%, according to its earnings release.

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The case for and against bringing programmatic in-house

More brands are set to bring the media expertise in-house this year, with some, including Danish advertiser Lego, even moving to build out internal programmatic expertise.

In theory, they’re doing so to reduce the cost of managing media investments, while gaining the ability to act faster, and in closer coordination with the rest of their business.

In practice, there are good reasons why media planning and buying, and programmatic specifically, are considered to be the final frontier of in-housing.  

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