October 18, 2017

How Triad Media is turning retailers into ad sellers

When Sherry Smith joined Triad Retail Media back in 2007, her first task was to build an office in Bentonville, Arkansas, to help Walmart-owned Sam’s Club sell ads and run product promotions.

“The concept of digital retail was unheard of at the time, and we started with Walmart as the first client,” said Smith, who was promoted from chief customer officer to CEO for Triad in September. “The thinking is that customers browse and shop on retail sites, so there’s an opportunity to educate them on products available and promotional offers in-store. What we do is connect shoppers, retailers and brands together.”

Today, Triad’s Bentonville office of around 30 employees is mainly dedicated to Sam’s Club, while the Walmart-specific teams are spread across cities like Chicago, San Francisco and New York City. With 500 employees across 12 offices globally, Triad is headquartered in St. Petersburg, Florida, and now part of WPP Group. But throughout the years, Triad has helped Walmart and Sam’s Club build both insertion order-based media buys on their websites and a managed-service programmatic network called Walmart Exchange. Brands like Procter & Gamble and Coca-Cola also pay Triad to create ads on Walmart.com or Samsclub.com.

Read full story at Digiday.


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