Wal-Mart Stores, Inc. (NYSE:WMT) has acquired mobile and social ad targeting company OneRiot. OneRiot will be integrated into Walmart Labs. OneRiot recently shifted their business model from a search portal to monetizing its real-time ad network. Now OneRiot provides its social targeting service for mobile ads within apps.
In 2009, OneRiot launched a service called RiotWise, an ad format that places content based on their position in a real-time feed. RiotWise Trending Ads is a stream of ads that are related to trending topics in the social web.
Interest profiles, demographics, and social influence are some of the characteristics for brands that OneRiot tracks. Walmart has a major interest in this data-mining technology. OneRiot tracks social media conversations from Twitter and Facebook.
Walmart also recently acquired social media startup company Kosmix earlier this year. Kosmix also was been integrated with Walmart Labs.