Walmart agreed to acquire Vibe.co, a self-service connected TV advertising platform. The deal is reportedly valued at over $1 billion.
This acquisition expands Walmart Connect, the company's commerce media business. Walmart aims to use its first-party shopper data to compete with Amazon’s advertising division.
The platform allows advertisers and marketplace sellers to launch and measure streaming TV campaigns. Vibe.co’s technology provides better attribution by linking TV ad spending to store and online sales. This follows Walmart’s 2024 purchase of Vizio to build its media ecosystem.