DSP(需求方平台)

Search documents
沃尔玛取消与TTD的独家合作,对程序化广告意味着什么?
3 6 Ke· 2025-08-27 06:48
Core Insights - Walmart has ended its exclusive partnership with The Trade Desk (TTD) after four years, allowing advertisers to access its consumer data through multiple third-party DSP platforms [1] - Walmart's retail media advertising business has seen significant growth, with a nearly 46% year-over-year increase in global advertising revenue in Q2 2025, and approximately 31% growth in its U.S. business [1] - However, growth rates are expected to decline, with eMarketer projecting a drop from 27.9% in 2025 to 18.8% by 2027 [1] Group 1: Walmart's Advertising Strategy - Strengthening market coverage is essential for Walmart's advertising business expansion, as TTD lacks sufficient global market reach [4] - Walmart's decision to end exclusive cooperation is influenced by pricing strategies, as Amazon has significantly reduced its advertising technology fees to 1%, while TTD charges double-digit platform fees [6] - The shift in partnership dynamics indicates a broader trend where platforms are seeking to maintain control over first-party data rather than relying solely on technology providers [15] Group 2: Implications for The Trade Desk - The loss of exclusive access to Walmart's consumer data could impact TTD's future growth expectations, as it has been seen as a key alternative to Amazon and Google [7] - If advertisers find efficient ways to access Walmart's data without TTD, the latter's negotiating power may diminish [8] - TTD's stock has already seen a decline of over 50% this year, with a significant drop of 35% in one day due to lowered growth expectations [9] Group 3: Industry Trends - The advertising industry is transitioning from a technology-driven model to a data-driven one, where first-party data is becoming the most critical asset [19] - Platforms like Walmart, Amazon, and Netflix are increasingly integrating advertising technology into their core capabilities, moving away from outsourcing these functions [17] - The role of DSPs is evolving, as they must adapt to a new ecosystem where they are no longer the central players but rather components of a larger platform strategy [18]