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09/15/2022

Sam’s Club connects ad platform to media marketplace

Dan Berthiaume
Senior Editor, Technology
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Sam’s Club Member Access Platform
Sam’s Club is partnering with Pacvue.

Sam’s Club continues revamping its ad targeting solution with a new partnership.

The warehouse club retailer, a banner of Walmart, is launching an API integration with marketplace advertising platform Pacvue and the Sam's Club Members Access Platform (Sam's Club MAP), which offers sponsored product search ads.Through this partnership, Sam's Club MAP advertisers will have access to search and sponsored product ads via Pacvue.

[Read more: Sam’s Club streamlines ad targeting]

As a result, Sam’s Club seeks to enable participating CPG brands to better reach and engage with its members at the right moment of discovery and purchase.Launched in June 2022, Sam's Club MAP's additive ads experiences are designed to provide agencies, ad tech platforms, suppliers and marketers with tools to individually target shoppers at the moment of decision.

According to Sam’s Club, as a membership organization, it has 100% visibility into customer purchases and search behaviors. In addition, by offering a curated assortment, the company says it can predict what its members want and need with substantial precision, creating what it terms a “member-additive” experience. 

MAP is part of Sam’s Club’s newly-formed growth organization – led by Kieran Shanahan, chief growth officer, Sam’s Club – that includes representatives from the product, strategy, marketing & membership, and MAP areas of the business.

In tandem, with its June rollout of MAP, the company also launched a self-service platform for sponsored product ads.  in tandem, the company is also launching a self-service platform for sponsored product ads. 

Sam’s Club is offering these new platforms to enable its partners to buy search ads in an automated way. The retailer also initiated a programmatic partnership with independent demand-side platforms LiveRamp, IRI, and TradeDesk.

"At Sam's Club, we know our members and we know our curated assortment of items. We know how to predict what our members want and need with great precision. With Sam's Club MAP, we are building partnerships and ads experiences that are additive to our member's experience," said Austin Leonard, head of sales for the Sam's Club Member Access Platform. "Search is such a key part of the member shopping experience, and through this first-to-market partnership with Pacvue, we are able to extend this member-centric experience to our brand partners as we continue on our mission to make our self-service platform and sponsored product advertisements easy to buy, easy to sell and easy to operate."

"Sam's Club MAP is dedicated to putting members first, and Pacvue is providing brands with the insights and tools they need to make this happen," said Melissa Burdick, co-founder and president of Pacvue. "This unique partnership will help Sam's Club Members better discover the brands and products they like most while providing Sam's Club MAP and their brand partners with deep, actionable insights into improving the shopping experience for millions of existing and future Sam's Club members."

Sam's Club, a division of Walmart Inc. operates nearly 600 stores across the U.S., including Puerto Rico.