- Sam’s Club announced it is buying the talent and technology platform that have been supporting Sam’s Club’s digital advertising business from Triad
Sam’s Club announced it is buying the talent and technology platform that have been supporting Sam’s Club’s digital advertising business from digital advertising sales consultancy Triad. The terms of the deal were undisclosed.
“Our Triad team and the technology stack developed to run the Sam’s Club digital retail media program have been very successful. We’re committed to supporting Sam’s Club and their advertising clients with a smooth transition over several months, and we wish them continued long-term success,” said Triad CEO Sherry Smith. “Meanwhile, Triad remains a strategic partner to over a dozen leading national retailers, helping them with consulting, strategy and in developing custom solutions to drive sales and revenues from their advertising, data and eCommerce products. Triad will continue to invest and innovate in services both for brands and retailers, as the industry continues to evolve.”
Retailers have been moving towards digital transformations and consumers have been increasingly transacting purchases via e-commerce and retailer-owned media on websites. And data concerning their customers have become increasingly valuable to brands.
By working with Triad, Sam’s Club was an early mover seizing these opportunities. And this new deal with Triad along with prior transactions are demonstrating a deepening of Sam’s Club’s investments to help advertisers succeed with their customers.
“This area of advertising is undergoing exponential growth and is incredibly competitive,” added Sam’s Club’s Chief Member Officer Tony Rogers, . “So, when this opportunity came to us, it was an easy decision. The team’s expertise and tools, combined with the talent and rich insights we already have, rounds-out our in-house digital advertising capabilities and will help us grow this business even faster.”
Some of Triad’s other clients include CVS, Bed Bath and Beyond, Kohl’s, Staples, Office Depot, and Wayfair. WPP had acquired Triad in October 2016.
