Walmart’s next move in remaking its image in the Amazon age: muscle up its advertising business.

On Thursday, Walmart announced it would acquire the technology and assets of ad-tech business Polymorph Labs for an undisclosed amount. The Polymorph team will also join the Walmart Media Group, led by vp and gm Stefanie Jay. Polymorph will help it scale its online digital advertising business, targeting shoppers across both online and offline channels using Walmart customer data.

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