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Walmart acquires OneRiot, eyes social ad targeting

By | September 13, 2011, 5:33pm PDT

Summary: For Walmart, OneRiot is another building block as it looks at the mix between e-commerce, social networking and mobile applications.

Walmart on Tuesday confirmed that it is acquiring socially targeted ad outfit OneRiot for an undisclosed sum.

The company said in a blog post that it will house OneRiot in its @WalmartLabs unit.

OneRiot has technology that analyzes social media streams and then delivers ads against it. In some respects, OneRiot is one part ad optimization with an analytics spin.

The OneRiot team will move to @WalmartLabs headquarters in Silicon Valley.

For the retail giant, OneRiot is another building block as it looks at the mix between e-commerce, social networking and mobile applications.

A few months ago, Walmart acquired Kosmix and then followed up with an investment in China’s Yihaodian. It’s unclear what Walmart is building exactly, but the company is definitely looking to close some e-commerce gaps in a hurry.

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Topics

Wal-Mart Stores Inc., Advertising, E-business, OneRiot, Web Technology, E-business/E-Commerce, Advertising & Promotion, Internet, Marketing, Larry Dignan

Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic.

Disclosure

Larry Dignan

Larry Dignan has nothing to disclose. He doesn’t hold investments in the technology companies he covers.

Biography

Larry Dignan

Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic. He was most recently Executive Editor of News and Blogs at ZDNet. Prior to that he was executive news editor at eWeek and news editor at Baseline. He also served as the East Coast news editor and finance editor at CNET News.com. Larry has covered the technology and financial services industry since 1995, publishing articles in WallStreetWeek.com, Inter@ctive Week, The New York Times, and Financial Planning magazine. He's a graduate of the Columbia School of Journalism and the University of Delaware.

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