The Associated Press reports that Walmart is acquiring Polymorph Labs, described as a “San Francisco-based ad tech startup” that has developed technology that “will make advertising with the discounter easier for thousands of brands while delivering more relevant digital ads to consumers faster.”

Terms of the deal were not disclosed.

The story notes that Walmart “has been quietly building its own advertising business with a unit called Walmart Media Group, though that business is still smaller than Amazon’s.” The company apparently believes that this acquisition will help jump-start that effort.

KC's View: Good time to be in the startup business, if you’re starting something up that big companies see as being able to quickly help them ramp up necessary initiatives.