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Retailers tap shoppers’ data to sell more ads ahead of holidays

Published by
Reuters

By Richa Naidu, Sheila Dang and Aishwarya Venugopal CHICAGO (Reuters) – There’s more than merchandise for sale this holiday. The shoppers are, too. Walmart, Amazon.com and other major retailers that keep troves of data on shoppers’ purchases are selling more digital ads on their own websites and in stores — including pop-up banners and search-bar keywords — to marketers eager to pitch their products. The retailers want to tap their insights on consumer behavior to attract ad dollars from packaged goods manufacturers like Procter & Gamble and Kraft Heinz at a time when companies face new chal…

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