European Investor
04 Aug 2026, 15:00
Walmart Completes Vibe*co Acquisition to Expand Connected TV Advertising Business
Walmart announced it has completed its acquisition of Vibe*co, a self-service connected TV (CTV) advertising platform, strengthening Walmart Connect's commerce media business and expanding its presence in streaming television advertising.
The acquisition combines Vibe*co's self-service advertising platform with Walmart Connect's retail media capabilities, enabling advertisers to plan, purchase and measure streaming TV campaigns more easily. Walmart said the deal will make connected TV advertising more accessible for businesses of all sizes while helping brands better connect advertising campaigns with measurable shopping outcomes.
Vibe*co, founded in 2021, has developed a platform used by more than 10,000 advertisers to launch streaming TV campaigns across premium publishers through simplified campaign management, flexible budgets and AI-powered optimization.
Walmart said the acquisition will enhance Walmart Connect's ability to deliver closed-loop advertising solutions by integrating first-party customer insights with streaming, digital and in-store advertising channels. The company expects the transaction to create new opportunities for suppliers, marketplace sellers and brands to reach customers throughout the shopping journey while improving campaign measurement and effectiveness.
The acquisition reflects Walmart's continued investment in its rapidly growing advertising business as retailers increasingly expand beyond traditional retail operations into high-margin retail media and digital advertising services.
Walmart announced it has completed its acquisition of Vibe*co, a self-service connected TV (CTV) advertising platform, strengthening Walmart Connect's commerce media business and expanding its presence in streaming television advertising.
The acquisition combines Vibe*co's self-service advertising platform with Walmart Connect's retail media capabilities, enabling advertisers to plan, purchase and measure streaming TV campaigns more easily. Walmart said the deal will make connected TV advertising more accessible for businesses of all sizes while helping brands better connect advertising campaigns with measurable shopping outcomes.
Vibe*co, founded in 2021, has developed a platform used by more than 10,000 advertisers to launch streaming TV campaigns across premium publishers through simplified campaign management, flexible budgets and AI-powered optimization.
Walmart said the acquisition will enhance Walmart Connect's ability to deliver closed-loop advertising solutions by integrating first-party customer insights with streaming, digital and in-store advertising channels. The company expects the transaction to create new opportunities for suppliers, marketplace sellers and brands to reach customers throughout the shopping journey while improving campaign measurement and effectiveness.
The acquisition reflects Walmart's continued investment in its rapidly growing advertising business as retailers increasingly expand beyond traditional retail operations into high-margin retail media and digital advertising services.
