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CNBC reports that “Wal-Mart has been quietly building up its online advertising business, opening up a new revenue channel for the retail giant,” showing banner ads more frequently for third-party sellers and not just its own products and promotions.

In addition, the story says, “Wal-Mart has recently started linking its in-store and online shopping data, giving more in-depth data that advertisers could play with … Wal-Mart already offers plenty of online ad options, including display media, native ads and programmatic buying programs.”

Third-part advertising has been a robust business for Amazon, and while Walmart’s online traffic is a lot smaller, a move in this direction could allow it over the long-term to generate additional revenue that could support its expansionist efforts in the digital realm.
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