Walmart finalizes $1.4 billion purchase of streaming ad platform Vibe.co

Walmart revealed that it has officially closed its acquisition of Vibe.co, a self-service platform for streaming television advertising. The deal, initially announced in June, is understood to have cost roughly $1.4 billion and brings Vibe.co’s tools for small and medium-sized brands into the retailer’s Walmart Connect ecosystem. The integration is intended to expand Walmart’s reach in the connected-TV ad market and provide advertisers with more seamless, data-driven campaign options.

Ryan Mayward, who leads Walmart Connect, praised Vibe.co’s technology and said the combined offering will enhance measurement and effectiveness for advertisers. The move builds on Walmart’s earlier 2024 acquisition of Vizio, a television maker purchased for $2.3 billion to strengthen its advertising business. Together, the two acquisitions signal Walmart’s aggressive push into the digital advertising space.