Walmart says it intends to acquire Vibe.co, a self-serve platform for connected TV (CTV) advertising, as it expands the advertising tools available across its retail media and streaming ecosystem. Multiple outlets report that the company plans to integrate Vibe.co’s platform into Walmart’s Walmart Connect commerce media offering to make it easier for advertisers—particularly smaller and mid-market businesses—to plan and buy streaming TV ads. Reports describe Vibe.co as focused on performance-oriented CTV campaigns, helping advertisers purchase and create streaming commercials with search- and social-like tools.
Walmart also ties the acquisition to its broader CTV footprint, which includes advertising distribution via its relationship with TV maker Vizio and participation in a performance media ecosystem that can connect ad exposure to retail sales data. By combining Vibe.co with Walmart Connect, Walmart aims to offer more streamlined access to CTV advertising and improve attribution using Walmart’s first-party retail information.
One outlet reports the deal value at about $1.4 billion, while others describe it as Walmart’s largest advertising technology purchase in roughly two years. Walmart’s stated focus includes attracting advertisers such as third-party marketplace sellers and SMBs that may lack dedicated CTV teams or budgets.
