Walmart Expands Its Connected TV Advertising Business with Vibe.co Acquisition

Walmart has completed its acquisition of self-service streaming TV advertising platform Vibe.co, further expanding its connected TV advertising business. The acquisition brings Vibe.co into Walmart Connect, the retailer's connected TV advertising platform, and was first announced in June.

Combining Forces to Enhance Advertising Capabilities

Vibe.co's platform enables small- and medium-sized brands to launch streaming TV campaigns across publishers. By combining Vibe.co's platform with Walmart Connect, Walmart is gaining new ways to reach customers and expanding its connected TV advertising business.

"Vibe has built an exceptional platform that makes streaming TV advertising simple and accessible for businesses of all sizes," said Ryan Mayward, GM and Senior Vice President of Walmart Connect, in a press release. "Together, we'll build on that foundation to help advertisers connect with customers more seamlessly across streaming, shopping, and the broader commerce journey while making advertising more measurable, effective, and accessible."

This acquisition marks Walmart's latest move to strengthen its advertising business. In 2024, the retailer purchased TV maker Vizio for $2.3 billion to bolster its advertising capabilities.

Key Benefits of the Acquisition

• Expands Walmart's connected TV advertising business
• Enables small- and medium-sized brands to launch streaming TV campaigns
• Enhances advertising capabilities for customers

Next Steps

Walmart will continue to build on Vibe.co's platform, integrating its capabilities with Walmart Connect to create a more seamless advertising experience for customers and advertisers alike.