Walmart has agreed to acquire Vibe.co, a self-serve connected TV advertising platform, for up to $1.4 billion. This acquisition marks Walmart's serious commitment to expanding its advertising business following its earlier acquisition of smart TV maker Vizio for $2.3 billion.
Vibe.co enables advertisers, from local businesses to direct-to-consumer brands, to easily buy ads on streaming services without traditional agency involvement. The platform has access to more than 500 streaming channels and serves over 10,000 advertisers. Founded between 2021 and 2022, Vibe.co raised approximately $50 million prior to this acquisition.
Walmart Connect, the retailer’s media arm, will leverage Vibe.co's technology to monetize its extensive customer data, which includes insights from 240 million weekly shoppers. This data will enhance ad targeting and enable closed-loop measurement that outperforms traditional media metrics.
As Walmart integrates Vizio’s hardware and Vibe.co’s software, it aims to build a comprehensive advertising ecosystem, viewing its ad revenue potential as a strategic priority rather than an ancillary business. The deal is anticipated to close by the end of Walmart’s fiscal 2027, subject to regulatory approval.