Nielsen Launches Brandbank In U.S. with Product API Integration to Walmart

Nielsen has launched Brandbank into the U.S. Consumer Packaged Goods (CPG) and retail market, integrated into Walmart's systems as an approved content service provider.

Brandbank, a Nielsen owned company since 2014, is the world's largest provider of trusted digital product content for e-commerce websites, mobile shopping apps, merchandising and marketing. Brandbank brings a competitive advantage to the U.S. market with a proven managed service model that spans Europe and Asia. Today Brandbank works with over 200 major retailers and 7,000 suppliers globally. Having expanded to 10 countries over the last five years, Brandbank is now launching in the U.S. market with the immediate availability of its integration into Walmart's API as an approved content service provider. For Nielsen's clients, Brandbank will capture/ingest, manage, and distribute product content on behalf of manufacturers, adhering to Walmart's specific requirements for data attributes and formats (Walmart Enterprise Spec).

As a member of Walmart's Content Service Provider ecosystem, Brandbank will supply rich content to help Walmart implement its omni-channel product content strategy. Brandbank's rich data sources will help to improve Walmart's online product content with professional images and product data and build out its catalog of online product offerings to reflect all products that are sold within their traditional brick and mortar stores. 

"Obtaining high quality product content is one of our highest priorities at Walmart as our customers are looking for more product information wherever they shop—in-store, online or on their mobile devices. As we seek to build the world's largest product catalog by scaling from millions to tens of millions of products, we are partnering with a number of partners in this space and are delighted to work with Brandbank," says Ram Rampalli, global head of content acquisition for Walmart Stores, Inc.

"Our belief is that the management of content is a fundamental need for multi-channel businesses as e-commerce becomes a mainstream revenue engine," says Rob Tarrant, CEO of Brandbank. "Instead of managing multiple outsourced partners to get their content to the right place in the right format, Brandbank can facilitate this through one unified process. We handle the entire process of creating or capturing, managing and syndicating your CPG product content. From a single product sample, we are able to create high quality content that fuels e-commerce success for our customers, while creating a rich online shopping experience."

"We are excited to expand this best-in-class capability from other parts of the world into the U.S., and couldn't be more thrilled to be included in Walmart's Content Service Provider ecosystem," says Josh Goldman, senior vice president, digital retail practice at Nielsen. "We look forward to offering this service to other Nielsen clients so they can benefit from the elevated data quality and completeness that Brandbank brings to the market."

The U.S. launch of Brandbank was announced at Nielsen's annual Consumer 360 Conference, which is currently taking place in Las Vegas. This new service is now available to U.S. CPG manufacturers and retailers.