Walmart closes deal to acquire TV ad firm Vibe.co
▼ Summary
– Walmart completed its acquisition of streaming TV advertising platform Vibe.co, announced in June, and integrated it into Walmart Connect.
– The acquisition price was previously reported by the Wall Street Journal as $1.4 billion.
– Vibe.co’s platform helps small and medium-sized brands launch streaming TV campaigns across publishers, expanding Walmart’s connected TV advertising reach.
– Walmart Connect’s GM Ryan Mayward stated the combined platform aims to make advertising more seamless, measurable, and accessible across streaming and shopping.
– This follows Walmart’s last major acquisition in 2024, when it bought TV maker Vizio for $2.3 billion to boost its advertising business.
Walmart has officially closed its deal to acquire Vibe.co, a self-service streaming TV advertising platform, the company confirmed on Tuesday. The transaction, first unveiled in June, folds Vibe.co into Walmart Connect, the retailer’s in-house connected TV advertising arm. Reports from The Wall Street Journal earlier pegged the purchase price at $1.4 billion.
Vibe.co gives small and mid-sized brands a straightforward way to launch streaming TV campaigns across a range of publishers. By integrating that capability into Walmart Connect, the retail giant is broadening its connected TV advertising footprint and opening up fresh channels to engage shoppers.
“Vibe has built an exceptional platform that makes streaming TV advertising simple and accessible for businesses of all sizes,” said Ryan Mayward, GM and senior vice president of Walmart Connect, in a statement. “Together, we’ll build on that foundation to help advertisers connect with customers more seamlessly across streaming, shopping and the broader commerce journey while making advertising more measurable, effective and accessible.”
This deal marks Walmart’s latest big bet on advertising technology. Its previous major acquisition came in 2024, when it snapped up TV manufacturer Vizio for $2.3 billion, a move designed to deepen its ad business and unlock new data-driven opportunities.
(Source: TechCrunch)
