A major retail player expands its connected TV ad business. The Vibe.co acquisition brings new tools for brands. Walmart Connect gains more ways to reach streaming audiences. Find out what this means for advertisers.
Media and publishing professionals tracking the evolution of connected TV advertising now have a new development to watch. Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, in a move that strengthens Walmart Connect’s position in the digital ad market. The deal, first announced in June, was valued at $1.4 billion according to figures reported by The Wall Street Journal.
Vibe.co’s technology allows small and medium-sized brands to launch streaming TV campaigns across a range of publishers. By integrating Vibe.co into Walmart Connect, Walmart aims to expand its connected TV advertising business and offer advertisers more direct ways to reach customers through streaming platforms. The company said this combination will make streaming TV advertising more accessible and measurable for businesses of all sizes.
Ryan Mayward, general manager and senior vice president of Walmart Connect, stated that Vibe.co has developed a platform that simplifies streaming TV advertising for a broad range of businesses. He indicated that the integration will help advertisers connect with customers more seamlessly across streaming, shopping, and the broader commerce journey, while improving the effectiveness and accessibility of advertising campaigns.
This acquisition follows Walmart’s previous major move in the advertising space, when it purchased TV manufacturer Vizio for $2.3 billion in 2024. That deal was also aimed at strengthening Walmart’s advertising business and expanding its reach in the connected TV ecosystem.
According to Walmart’s public filings, the company operates thousands of stores across the United States and has invested heavily in digital transformation and advertising technology in recent years. Walmart Connect, the retailer’s advertising arm, has become a significant player in the retail media sector, offering brands access to Walmart’s large customer base and data-driven advertising solutions. The addition of Vibe.co is expected to further enhance Walmart Connect’s capabilities in the fast-growing connected TV ad market.
