Walmart ad revenue could quickly jump if TikTok bid succeeds

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By Melissa Fares
NEW YORK (Reuters) – Walmart Inc <WMT.N> could turn into an online advertising leader if its plan to acquire popular short-form video app TikTok goes through, analysts said on Friday.
The proposed purchase, in partnership with Microsoft Corp <MSFT.O>, would allow the world’s largest retailer to quickly compete with Amazon.com Inc <AMZN.O>, Facebook Inc <FB.O> and Alphabet Inc’s Google <GOOGL.O> for eyeballs on social media, reaching customers across virtual and physical sales channels.
TikTok is up for sale as the Chinese-owned company is under fire from the Trump administration as a potential national security risk due to the vast amount of private data the app is compiling on U.S. consumers.
Walmart, which pitched its ad business to large consumer goods companies and advertising firms for the first time last year, said …

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