Walmart announced the $1.4 billion acquisition of Vibe.co, a connected TV (CTV) advertising technology platform. This move expands Walmart Connect, the retailer's media arm that competes with major tech firms.
The integration combines Vibe.co’s technology with Walmart’s first-party customer data. This partnership simplifies streaming TV campaigns for small and mid-sized businesses.
The deal creates a closed-loop ecosystem linking CTV ad spending directly to store and online sales. It follows Walmart’s recent purchase of Vizio to enhance targeted video advertising and measurement.
Walmart expects the transaction to close by the end of its fiscal year 2027.