Walmart Completes Vibe.co Acquisition to Expand Streaming TV Advertising

Walmart has completed its acquisition of streaming television advertising platform Vibe.co, bringing the company into Walmart Connect as the retailer continues expanding its connected TV advertising business.

The acquisition was first announced in June. While Walmart did not disclose the financial terms when confirming the transaction had closed, The Wall Street Journal previously reported that the retailer agreed to pay approximately $1.4 billion for Vibe.co.

Founded as a self-service advertising platform, Vibe.co enables small and medium-sized businesses to launch streaming television campaigns across multiple publishers. By integrating the platform with Walmart Connect, Walmart aims to broaden its connected TV advertising capabilities while offering advertisers additional ways to reach customers across streaming services and shopping experiences.

Strengthening Walmart Connect

Ryan Mayward, general manager and senior vice president of Walmart Connect, said Vibe.co has built a platform that makes streaming TV advertising more accessible for businesses of different sizes. He added that combining the two businesses will help advertisers connect with customers more effectively across streaming, commerce and retail while improving measurement capabilities.

The acquisition expands Walmart’s presence in the rapidly growing connected TV advertising market, an area where retailers are increasingly investing as advertisers shift budgets toward streaming platforms and retail media networks.

Building a larger advertising business

The Vibe.co deal follows Walmart’s broader strategy of strengthening its advertising operations through acquisitions. In 2024, the company completed its $2.3 billion acquisition of television manufacturer Vizio, a move designed to expand its advertising technology and connected TV capabilities.

With Vibe.co now part of Walmart Connect, the retailer adds another platform focused on helping brands manage and scale streaming television advertising campaigns while continuing to grow its digital advertising ecosystem.