September 15, 2011, 12:19 PM

Wal-Mart buys another provider of social marketing data

OneRiot enables marketers to craft ads based on Twitter and Facebook posts.

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Wal-Mart Stores Inc. said this week it had bought OneRiot, a company founded about a year ago that analyzes social media data so that marketers can deliver more personalized ads.  Wal-Mart, No. 6 in the Internet Retailer Top 500 Guide, did not say how much it paid for OneRiot.

In April, the retail chain bought Kosmix Corp. Its technology analyzes such online social data as Twitter posts to personalize web content. At the same time, the retailer launched @WalmartLabs, a technology group designed to find ways to better meld Wal-Mart’s stores and e-commerce efforts. Within weeks, Wal-Mart intends to move OneRiot’s technology team from Boulder, CO, to the Silicon Valley offices of @WalmartLabs, writes Anand Rajaraman, senior vice president of @WalmartLabs and social commerce, in a blog posting. (Rajaraman was chairman and founder of Kosmix.)

“OneRiot has developed some pretty nifty technology that analyzes social media signals from popular networks like Twitter and Facebook to deliver ads that are relevant to consumers’ interests,” Rajaraman writes. “Here at @WalmartLabs we’re doing some amazingly interesting and impactful work at the intersection of social, mobile and retail.”

Rajaraman gave no other details about how the retail chain might use OneRiot’s technology. According to its own blog, OneRiot has developed, among other services, technology that enables marketers to reach shoppers with mobile devices via ads based on demographics, interests and consumer locations.

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