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.