Polymorph, a technology as a service creator of ad software, has been acquired by Walmart.
Walmart Media Group, which offers full-funnel, targeted and accountable advertising powered by online and in-store sales data, announced the acquisition yesterday.
Polymorph’s technology, which includes a high-speed ad server, a self-serve interface and server-side header bidding, will make advertising with Walmart easier for thousands of brands while delivering more relevant digital ads to consumers.
Founded by Satish Polisetti, Polymorph is a start-up that has been around for less than three years, operating from the domain name GetPolymorph.com.
The company announced its acquisition by Walmart:
“This is an exciting day for us at Polymorph. We are pleased to share that Walmart has announced its plans to acquire our technology and assets. Right from the beginning we strived to create an unbiased ad platform for web and mobile application publishers that enriches the end-user experience. When we started this undertaking, we made a commitment to provide an extremely customizable and developer friendly platform.”
It seems that getting the parked domain Polymorph.com wasn’t a top priority for the start-up. When in bootstrapping mode without external funding, start-ups don’t need to use the so-called “absolute best” domain, typically a single word, dictionary .COM. In the case of Polymorph.com, we are talking about a 1995 domain registration, adding age to the .COM quality.
It’s not clear how much Walmart paid for the Polymorph technology, but they’re not going to go after the domain name Polymorph.com for sure.
