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Microsoft and Walmart look to boost ads, e-commerce with TikTok deal

As Microsoft and Walmart pursue a joint deal to buy TikTok's U.S. business from China's ByteDance, the giants each see fresh opportunities to expand into long-coveted markets — advertising in Microsoft's case and e-commerce for Walmart. But both companies have decidedly mixed track records in these realms.

By the numbers: Walmart currently makes less than 8% of its total revenue on e-commerce, despite pricey forays into the industry, like its $3.3 billion acquisition of the now-defunct Jet.com in 2016. Microsoft makes less than 5% of its revenue on digital ads, despite its $26.2 billion acquisition of LinkedIn in 2016 and numerous other forays into ad-supported businesses

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