Walmart has officially completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, strengthening its growing advertising business. The deal, first announced in June 2026, brings Vibe.co into Walmart Connect, the retailer’s U.S. commerce media division. With this acquisition, Walmart aims to make connected TV advertising more accessible for businesses while giving brands better ways to reach customers through streaming platforms.
The acquisition reflects Walmart’s broader strategy to expand beyond retail and build a stronger presence in the fast-growing digital advertising market.
Vibe.co Joins Walmart Connect
Vibe.co is a technology company that helps businesses create, manage, and measure streaming TV advertising campaigns through a self-service platform. The platform was designed to simplify connected TV advertising, especially for small and medium-sized businesses that may not have large advertising budgets or dedicated media buying teams.
Now that the acquisition is complete, Vibe.co will operate as part of Walmart Connect. By combining Walmart’s retail data with Vibe.co’s advertising technology, advertisers will be able to create more targeted campaigns and better understand how their ads influence customer purchases.
Ryan Mayward, General Manager and Senior Vice President of Walmart Connect U.S., said Vibe.co has built a platform that makes streaming TV advertising simple and accessible for businesses of all sizes. He added that the combination of Walmart Connect and Vibe.co will help brands connect with customers across streaming television and shopping experiences while improving campaign measurement.
Helping Businesses Reach More Customers
Connected TV advertising has become one of the fastest-growing segments of digital advertising as more consumers shift from traditional cable television to streaming services. Businesses are increasingly looking for advertising platforms that offer both wide audience reach and measurable results.
Vibe.co addresses this need by providing a platform that allows advertisers to buy streaming TV ads across multiple publishers through a single interface. Walmart believes this technology will strengthen its advertising offerings and make it easier for brands to connect with shoppers throughout their buying journey.
The company also noted that Vibe.co currently serves more than 10,000 advertisers, highlighting the platform’s growing presence in the connected TV advertising market.
Building on Walmart’s Advertising Strategy
The Vibe.co acquisition follows Walmart’s continued investment in digital advertising. In 2024, the company completed its acquisition of Vizio, adding the SmartCast operating system and connected TV advertising capabilities to its business.
With Vibe.co now part of Walmart Connect, Walmart is expanding its ability to provide advertisers with tools that combine streaming television advertising and retail insights. This approach allows brands to better measure campaign performance by linking advertising efforts with shopping behavior.
Although several media reports, including The Wall Street Journal, previously reported that the acquisition was valued at around $1.4 billion, Walmart has not disclosed the financial terms of the transaction.
What the Acquisition Means for Advertisers
The addition of Vibe.co is expected to benefit advertisers by making connected TV advertising more accessible and easier to manage. Businesses using Walmart Connect will gain access to technology that simplifies campaign planning, ad buying, and performance measurement.
Small and medium-sized businesses, in particular, may benefit from the self-service platform because it reduces many of the traditional barriers associated with television advertising. Advertisers can launch campaigns more efficiently while using Walmart’s commerce data to improve audience targeting and measure results more effectively.
Arthur Querou, Co-founder and CEO of Vibe.co, said joining Walmart marks an important milestone for the company and will help expand access to connected TV advertising for businesses of every size.
Looking Ahead
The completion of the Vibe.co acquisition marks another important step in Walmart’s long-term commerce media strategy. As streaming continues to attract larger advertising budgets, Walmart is investing in technology that connects advertising with real shopping behavior.
By bringing Vibe.co into Walmart Connect, the retailer is strengthening its position in the connected TV advertising market while giving businesses new tools to reach customers across streaming platforms. The move also reflects Walmart’s continued focus on expanding its advertising ecosystem and offering brands more effective ways to engage consumers and measure the impact of their campaigns.
