Walmart finally lets advertisers exclude certain search terms

This story was first published by Digiday sibling Modern Retail . Walmart’s advertising platform is giving brands more control on where they show up in searches, marking a significant change in how their ad budgets are spent. In late July, Walmart Connect said it would give advertisers the ability to exclude specific search terms for sponsored-products campaigns through “negative keywords.” This way, brands’ ads won’t show on a customer’s search query if it matches an excluded term that they enter, like “dog food” or “running shoes.” This feature is now available in the Walmart Connect Ad Center and through partner technology providers such…

This is a curated summary. The full story was reported by Digiday.