So why does Earth's largest retailer, with some pretty big
existing relationships with digital (see: R/GA) and media agencies (see: Starcom
MediaVest Group) need an ad targeter?
Anand Rajaraman, Kosmix co-founder and and senior-VP e-commerce
at Walmart, said on the @WalmartLabs blog in a post late yesterday that
"OneRiot has developed some pretty nifty technology that analyzes
social-media signals from popular networks like Twitter and
Facebook to deliver ads that are relevant to consumers'
It's an idea not unlike the Shopycat gift-recommendation engine
@WalmartLabs has been testing, only for serving up ads on mobile
devices, not gift ideas. As Mr. Rajaraman put it: "The technology
at the core of what we do [at @Walmartlabs] is the Social Genome,
which enables us to connect millions of consumers with the best
products based on their interests at any given moment," he wrote.
"The OneRiot technology will enrich the Social Genome, and the
OneRiot team adds to the already deep expertise we have around
social data analysis."